Home  › Marketing › Strategies

Digital Schmigital

  |  February 26, 2010   |  Comments

Today's column is sponsored by the word: nomenclature.

I'd like to write about marketing. Just marketing. That's my background. Funny, but as a student studying marketing all those years ago, there weren't any prefixes. I never studied press-marketing, radio-marketing, TV-marketing, or back-of-the-public-lavatory-door-marketing. It was all just marketing.

You're probably wondering how many more times I'm going to say "marketing." And you're probably wondering where this is going. But please bear with me a little longer. And I need your help with this. Honestly.

Let's just take the word "marketing" and assume it's an umbrella term (which it actually is) and see what we can put under it. This particular list is not exhaustive at all. But purely for the sake of discussion, let's include advertising, public relations, personal selling, direct mail, outdoor, and let's throw in Internet too. Now, the Internet thing, that's where we enter the world of prefix marketing.

All of a sudden, the word "marketing" doesn't mean anything anymore unless we stick a word or two in front of it. [Adopts loud and manly tone] "I am a search engine marketer!" [Adopts squeaky mouse tone] "I want to be one too, but I'm only e-mail." And then, thundering from the heavens, a voice can be heard saying: "But I am a social media marketer and the rest of you suck!"

This is very much a personal rant. Some time ago I decided I wanted to be a sort of marketing alphabet-mass-murderer and kill any word that had a lower case "i" in front of it or a lower case "e."

E-mail I can live with. Absolutely. Electronic mail is a distribution method. But...

Internet marketing? About 80 percent of what's being referred to is on the Web. And the Internet and the World Wide Web are two different things. And "e" for electronic? The transistor radio I had when I was a kid was electronic. But I never heard anyone on air say "we'll be back right after these electronic marketing advertisements."

I never liked the term search engine optimization (apologies to Bruce Clay who first coined the term) as I don't know anyone who ever optimized a search engine. And for that matter, search engine marketing, I don't know...yeah you get it.

ClickZ is a powerhouse of marketing information. Smart people, smart marketing education, totally smart. But you know what? We're having a conversation right now about how we should describe ourselves as our new platform and branding is chomping at the bit to get going.

Are we digital marketers? Are we online marketers? Are we interactive marketers?

So here's where it's going. Do we need a prefix?

Why can't we just be marketers with the entire subset that goes with it?

Everything with a prefix or just that one, all encompassing golden word: marketing. Your thoughts?

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Mike Grehan

Mike Grehan is Publisher of Search Engine Watch and ClickZ and Producer of the SES international conference series. He is the current president of global trade association SEMPO, having been elected to the board of directors in 2010.

Formerly, Mike worked as a search marketing consultant with a number of international agencies, handling such global clients as SAP and Motorola. Recognized as a leading search marketing expert, Mike came online in 1995 and is author of numerous books and white papers on the subject. He is currently in the process of writing his new book "From Search To Social: Marketing To The Connected Consumer" to be published by Wiley in 2013.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...