A few weeks ago, I was doing my usual rounds keeping myself up to date with news in the digital marketing field when I stumbled upon an article by Samuel Scott entitled “How Google Analytics ruined marketing.” Controversial title and content aside, I was struck by the notion he presented in his opening paragraph:
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.
As a young marketer who’s been diving deep into the world of online marketing for the past couple of years, I found this idea shocking. Countless of podcasts and articles I’ve consumed while learning about this medium for marketing have recognized these terms as legitimate, and many who created these materials have been working in the industry for years. Could they have been wrong all this time?