The Art of Digital Marketing

Conclusion

At the first-ever lecture given by the DMI in Dublin, Ireland in January 2009, a single phrase was displayed in large text. It was an attempt to explain the transformation that digital has wrought in our lives. That phrase was “Start with the customer and work backwards.”

This has been the fundamental change that has directly impacted both people and businesses during the digital revolution. And the implication of this change is just as important now as it was at when this revolution began. This change has resulted in the need for a new breed of professionals—people who recognize the power of the individual and who understand and appreciate how digital works and how to work with it to implement marketing strategies centered on the customer.

The objective of this book has been to enlighten you about the core concepts of digital marketing, to provide inspiration, and to provoke you to take those concepts and alchemize them into practical application. You should feel empowered by the practical skills gained through the exercises, action plans, and additional resources; and you should feel ready to apply these skills to produce measureable results.

In recent years we have seen a steady decline in consumers' trust in companies, which has been driven by a lack of contact, an inability to “talk to someone,” and an emphasis on process over people. There is a gap in the market—and you are now equipped to fill it. You have the knowledge and skills to bridge the gap between ...