The Death Of Digital Marketing

Editor Note: Shawn Swaim is the brain behind Shawn Swaim Consulting and Shawn The SEO Geek. The self-proclaimed “king of the internet,” Shawn has more than 12 years of experience in the digital marketing space. He has helped both small and large companies get a presence online and loves doing e-commerce search engine optimization.

After being in the Digital Marketing Agency world for 12 years, I can confidently say I’m a little jaded. Personally, I cringe when I see people doing and saying things we said 12 years ago. Not because anything is necessarily inaccurate, but because the times have changed.

12 Digital Years is like 147,892 regular years.

After reflecting on key differences between the Digital Marketing space of 12 years ago vs today, one concept comes to mind about what’s changed the most.

That change is integration.

12 years ago, our cell phones were still a novelty. You could have probably heard someone ask “Do you have a cell phone?” and it wouldn’t have been weird.

Today though, having a cell phone is expected.

Beyond that, our phones are a part of our lives.

I’ll spare you the data about addiction and changes in behavioral patterns. Rather, I’ll share what it means for marketing.

12 years ago, Digital Marketing Disciplines were siloed. This was because of the novelty effect. We made it an event to “Google” something or look something up on Facebook/etc.

Now, our digital presence is simply a part of life.

The novelty of “Facebook on the go” (on your phone) is the norm instead of the “once in a while” thing.

And it’s not just Facebook.

People use their cell phones as a lifeline for everything in their lives.

This creates a great opportunity for businesses. However, it does mean you have to eliminate the traditional “digital marketing process” in order to be successful with it.

Start this process with a super high-tech pen and paper.

Then, ask yourself these questions:

“What is my potential customer looking for when they need my product/service?”

“Where do they ask their questions?” (Facebook/Google/Etc.)

“What steps do they take before they make a decision?”

Once you have that information, your job is to create content that answers those questions and plant it along your customer’s buying journey.

For example, if someone were looking to invest their money, they may start by asking Google “What are the best ways to invest money?”.

Your job is to have content on your website that answers that question.

Then, they may hop to Facebook to research your company reviews/etc.

There, you’ll want to make the effort to have some reviews and more valuable content.

As they say, 80% of the battle is showing up. These tactics are not hard, it’s simply a matter of showing up where you audience is already looking for answers.

9 times out of 10, your customer will go with who makes it easier the fastest.

So, stop thinking of Digital Marketing as a standalone thing, because it’s not anymore. It’s all marketing. Your job is to be there while someone is looking.


Cookies Make You Fat, Slow and Dumb As A Marketer

Editors Note: This is the first of the Monday guest posts. Martin, aka “Marty,” is a jack of all trades. Having been in the technology space for 35 years, Marty has seen it all when it comes to tech. Martin is the VP of Advisory Services at Ness Digital Engineering and the studio manager at Stacks Media Space an audio/visual recording space located in the heart of Doylestown Borough in historic Bucks County, PA.

The Digital Cookies As We Know It Is Going Away.

3rd Party Cookies are not going to be supported in future versions of Chrome.  

It’s the end of the automated, fraud-ridden, creepy stalking, society-destroying junk-space that is programmatic AdTech, right? Well, yes, to a degree. But what about “legitimate marketers?” I hear people say.  “We are a <insert sympathetic adjective> company and we rely on digital advertising for our revenue!”   

That’s OK, you didn’t say you rely on (digital) cookies for your revenue. So, you’re OK. Take a different view. 

Cookies were aptly named – having some is good but making them the main part of your diet will leave you bloated, slow and sick.  

Get back to the basics.  

Are you selling a good product or service? Are you keeping your customers happy? Are you spending on a good mix of “classic” and social media marketing? Are you investing in creating and publishing great digital content? Are you keeping track of what’s going on in your industry and sector?  

These are all basics, and for the most part, you don’t need cookies to do them.  

Yes, 3rd party cookies helped with some of the ad placement and tracking for automated programmatic advertising, but remember – the programmatic digital ad world is full of fraud so relying on that cookie-dependent model may not be the best way to spend your money anyway.  

Put the cookies on the shelf. Start working harder for your clicks and sales. It’s worth the effort.