The separation of horizontal and vertical digital marketing expansion This year started with some sketchy headlines including this one: ‘Digital Marketing is dead’. Unable to resist, I clicked through to read the shocking news. Well, I soon realised that even professional experts don't hesitate to make use of click-bait headlines. This headline is false on just so many levels. In fact, digital marketing has never been more alive as it is right now. Have we ever seen print die since its inception? Digital marketing has progressed and matured: In fact it has changed the way we look at marketing, business development and customer experiences. Digital is not just an integral part of the overall marketing direction, it is an important part of a business-wide transformation. Although such articles explain that digital and traditional marketing are integrating into a combined approach, digital marketing is very much thriving and strongly progressive. The reason why digital marketing will not die is because of its horizontal and vertical expansion:
What does the future of digital marketing look like? The key to a successful company is the integration of digital marketing across the business. Connecting customer digital marketing, technology and business intelligence (customer insights) will provide a strong framework to initiate the digital transformation process. The future of marketing is the overlapping area in the centre of the diagram shown below. The digital transformation process is a business wide change and requires leadership championing and support. While marketing and technology teams play a significant role in providing digital insights, digital transformation must include all customer-focused business units in order to create new customer values, redefine business structures and identify new delivery methods.
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