Marketers in the high-tech world who use phrases such as “social media marketing,” “Facebook marketing” and “content marketing” do not understand the basic difference between marketing strategies, marketing channels and marketing content. And Google Analytics is to blame.
In the just over 10 years since the release of the platform in November 2005, too many tech marketers now ignore the difference between strategies and channels, favor digital channels that often deliver lower returns than traditional channels and think that direct responses are the only useful ROI metric.
And all of that is wrong.
No one ever said “television marketing”
Imagine that it is the 1990s and I want to reach the people who watch “Friends” on television. I would have these three available strategies out of the five that comprise the traditional Promotion Mix:
I could run an advertisement during an episode of “Friends.” I could pay NBC to have the coffee house hold an event that
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