Looking back on my 20+ years marketing career, I am amazed at how much time and energy was spent on perfecting designs, brochures, presentations, etc… At the time, it felt like every thing had to be absolutely perfect the first time we shared it with others. Almost as if we were going to be judged and evaluated on getting it right the first time around. We probably were.
Somewhere between 2016 & 2017 we will likely hit “Peak App,” almost exactly 10 years since Apple introduced its first iPhone. It’s been an amazing run with an estimated 1+ million apps currently available on the iTunes store and another million on the Android platform. Billions of dollars have been made by a surprisingly small number of high-profile companies and a whole cottage industry of app developers popped up almost overnight. What’s less easy to gauge is the billions that have been spent (wasted/lost?) on apps that never lived up to expectations. So many marketers — including me — eagerly jumped onto the app bandwagon in large part because it was new and exciting. But how many of us actually saw a return on our App investments?
Lately, it seems that no marketing job description or resume is complete without at least one reference to Digital Marketing. Digital Marketing is a popular yet loose term that is being bandied about an awful lot, often by people who don’t fully understand it well. It certainly makes sense in an era when Marketing has undergone so many profound and rapid changes (think of all the web, mobile, social, apps, CRM, etc… in just the past 10 years!). Many, if not most of these, are the direct result of countless advances in technology. But more than a skill, activity or even “thing,” Digital Marketing is really a broad (and continually evolving) spectrum made up of various tools, applications, channels, activities and even services. From the digitized PDF brochure (LOL!) all the way through Social Media, Mobile Apps and beyond, the question is really: Where do you operate on the Digital Marketing spectrum and where do you want to play?
Andrew Hyncik and Pascal Malengrez are International Strategic Marketing & Product Development leaders who amplify classical medtech marketing with digital startup thinking.