On day 2 of MIXX, I attended the keynote session titled The End of "Digital" Marketing by Nikesh Arora, President, Global Sales Operations and Business Development at Google.
The message here: The "digital marketing" journey is in a transition and we have a ways to go. Soon it will be known as "marketing" to everyone.
It was interesting to hear Nikesh's perspective on digital marketing. He took time to remind us of several other revolutions that have occurred in the past. Horseless carriages are now called cars. Color TVs (when introduced) are now referred to as TVs, and cell phones are now just called phones. Nikesh's point: while it's called digital marketing today, will soon be known as marketing.
In the past, advertising trends have always followed or emerged near the end or after technological advances. TV did not have advertising initially, nor did radio, nor did search on the web. And advertising for these media improved over time. He said that digital marketing or advertising on the web has a lot of room to grow from where we are today.
Nikesh pointed out that new media has a fantastic opportunity for the future. As technology continues to advance, advertising will also. It will take the work of all of us agencies, advertisers, and publishers to build the future.
He went on to speak about how localization and the ability to know more about the user is changing the ability to target messages. Where "broadcast" is to millions of people, online gives us the ability to know where and when they are accessing content. This gives us the ability to provide more relevant messages as advertisers. I think everyone realized this, but he went on to say that it is not only the web, but also that the way we receive broadcast (TV and radio) will become more and more on demand -- which means we will have the ability to know more information about the users, including location and time that they are viewing it, if not other information. TV and radio will continue to exist, but how it is delivered will change, providing us with new opportunities to market to users.
So while labeled digital marketing today, technology is blurring the lines between traditional marketing and digital marketing. Soon, it will just be known as marketing.