For many years digital marketing was a fractured discipline. Content programs, email marketing, customer relationship management, social media, analytics and many other aspects of the marketing ecosystem all operated independently, sometimes sharing information with one another, often overlapping in confusing and inefficient ways, and almost always crudely bolted-on to a website at the center. But that’s not true anymore.
Today, digital marketing is unified. The website is no longer the container for all digital marketing tools and practices, but a support for them. They don’t need to be bolted-on, but elegantly integrated. And not just with the website, but with one another.
This paradigm shift — what we call “The Great Inversion” — is the single most important factor that has influenced what we do and how we do it. We’ve thought a lot about the process by which the marketing elements that surround your website have matured to become more important, powerful, and complex than the website itself and explored it in many forms. If you’d like to learn more about the new rules of digital marketing, here are a few places to start:
- White Paper: The Great Inversion: How Digital Marketing Has Matured Beyond the Website
- Webinar: Beyond the Website: How three agencies successfully embraced the new rules of digital marketing
- Article: Why Your Marketing is Not a Creative Opportunity
- Podcast: Agency Marketing Matters, Episode 9: The Two Main Factors That Will Determine Your Marketing Success
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