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Digital Marketing Skepticism

Why are so many businesses skeptical of digital marketing? This isn’t the first time I’ve asked myself this question, nor probably many other marketers. For years businesses have purchased TV, radio, direct mail, print, billboards, & other traditional media outlets with no concrete evidence that any of those channels drove them more business. Then along comes digital marketing such as SEM, social, and retargeting and we have concrete ways to prove that those tactics are driving traffic, yet so many businesses just don’t believe in it. Seems a little backward, does it not?

Perhaps it’s because “this is the way it’s been” and no one has ever challenged that reasoning enough to have traditional media prove its success. Perhaps it’s because digital marketing isn’t something you can actually touch, hear, or even sometimes see.

No matter what the reasoning, my guess is that someday digital marketing will become the norm for all, but by the time that happens, there will be some new type of marketing and the cycle will begin again.

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Shannon Allen

Written by Shannon Allen

Shannon Allen is the Chief Revenue Officer for Federated Digital Solutions. She has over 25 years of experience in sales and marketing and over 15 years more specifically working in the digital world. Her passion for digital marketing is what drives her to find the best digital solutions for clients as well as for FDS. Shannon believes that true marketing starts after the sale with strategic campaigns and detailed reporting to help all FDS clients with an ROI, so they see the value in digital marketing.

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