The study done ClickZ and Kelly Services for the Online Marketing Institute (download report here) shows that very fact with this chart.
If you are in the digital marketing space there are two ways to look at this. The first is the ‘glass half empty’ approach.
This looks at this report and wonders what the heck is happening to the digital marketing space. We have come so far to get a place at the table and the people who expect so much from this practice are essentially disappointed. Honestly, I get that. I have seen it first hand recently where a company hired a slew of digital talent and the product is less than enthralling. in fact, at times it’s embarrassing. That’s not the way to make an impression.
Why is it this way? My theory is that the cute and fun aspect of social media has its place but its not in the B2B space which is where most folks are trying to push into this arena. Memes and jokes and other ‘lolz inducing’ indusing techniques fall woefully short of doing what most businesses want, which is to make an impression with their customers and prospects that exhibit expertise. WHen it comes to revenue generation most people’s sense of humor and whimsy gets placed WAY down the list of priorities.
But it’s not all bad news for digital marketing practitioners. On the ‘glass half full’ side of the equation is opportunity. For those who truly understand the potential and the opportunity that digital marketing affords companies of all sizes, there is more opportunity than ever. If you can get past the novelty of social media and its digital marketing cousins to truly grasp how it can move the needle for a company there will always be a job for you.
Thankfully, there are enough companies out there going through their second, third and further iterations of their attempts in the digital space and are seeing that they need to spend time and money on the discipline to get the right results.
Digital marketing has moved passed the novelty stage in the minds of many business stakeholders. Now, if only the industry would as well.