The digital marketing industry contains two types of people: experienced marketing professionals with a traditional approach who start by tapping into the psyche of their target audiences; and a newer generation of marketers who have trained in a digital-first era and familiarized themselves on a practical level with the various channels and platforms involved.
But are there enough people who combine both skill sets?
In keeping up with ever-changing digital channels and techniques, are we forgetting the who, what, why, and when—the fundamentals—of traditional marketing? Are digital skills wasted without a true understanding of marketing principles?
A discussion has begun in recent years about the digital skills gap—a concern that technology is advancing quicker than the skills of marketers. But we must simultaneously bridge another gap: the shortage of a fundamental grasp of core marketing principles and values.
In short, in the clash of traditional vs. digital marketing mindsets, is there really a winner?
Don’t leave the traditional principles of marketing behind
Digital skills are going to become more sought after—and rightly so. But they shouldn’t be the drivers of what marketers do.
We may report on data, but as marketers we’re ultimately judged on sales and growth. Stats on clickthrough rates, page visits, and session durations might be through the roof, but if we’re not contributing to new business, those we’re…