Читать книгу Marketing Strategy In The Digital Age: Applying Kotler's Strategies To Digital Marketing - Milton Kotler - Страница 45

We need to redefine what “digital marketing” is for further progress. According to the American Marketing Association (AMA), digital marketing “is an umbrella term for the marketing of products or services using digital technologies, mainly on the Internet, but also including mobile phones, display advertising and any other digital medium.”

But from our experience as senior executive consultants serving our customers, we have developed an easy concept, given below, which we believe is more significant for CEOs and CMOs:

Unlike the AMA, we emphasize that digital marketing is not a channel or a technique; it needs above all an upgrading of the strategic marketing mind, at the same time embracing technology, especially big data technology. This cross-section of big data can help enterprises obtain a multidimensional “God perspective”, but content and digital platforms are also needed in real operation to integrate new tools and applications, where the latter is processed by the left hemisphere of the brain and the former is processed by the right hemisphere, bringing together the analytical and artistic mind into one.