When most people talk about marketing their words actually focus on communication, if not advertising. Most people I talk to think the words marketing and communication are synonymous. Articles frequently talk about digital marketing, when they are actually about digital communication. The fact is – Advertising is only one communication option and communication is only […]

When most people talk about marketing their words actually focus on communication, if not advertising. Most people I talk to think the words marketing and communication are synonymous. Articles frequently talk about digital marketing, when they are actually about digital communication. The fact is – Advertising is only one communication option and communication is only a small part of marketing. The fact is – Marketing and communication are not synonymous and in my view communication both can exist without the other. The fact is – Digital marketing is much more akin to e-commerce than it is to communication – one element of marketing. You could be excused for seeing this as a discussion of semantics, but if you have any interest in maximising the return from and minimising the costs of marketing you need to know that this is about MUCH MORE THAN SEMANTICS. For many years now I’ve been…