lives better transcends timelines,
generations and even technology.
If the underlying purpose of our
profession is to create a new way of
life, then digital marketing is not the
future; rather real solution to real
problems is indeed the future.
Why real? Because it’s not enough
to just create a product or service
based on what competition is doing,
estimates or previous performance,
it’s to create products and services
that meet actual needs and solve
problems people face on a daily basis
in a sustainable way that leaves an
indelible mark on peoples lives.
What does this mean for marketers?
Rather than thinking digital media
as a stand-alone will capture your
audience’s attention and line them
up in your digital sales funnel, think
what solution, product or content
you’ll offer your target audience
that makes their life better and
is interesting enough for them to
invest their social capital in. This will
require concerted effort by all teams
in the organization with timely co-
ordination by marketing.
Now, combine powerful solutions
to actual needs with savvy digital
marketing tools and you will be well
on your way to making bank.
The Wright brothers & Elon Musk
are from different generations – The
“Analog” and “Digital” as most say –
But they both had a common vision
of creating solutions for challenges
the human race faces, with or
without a digital revolution.
Catherine Kiiru is a marketing
professional working at Longhorn
Publishers Limited with a passion
for creating value in and outside the
digital space. You can commune with
her via mail at: Wambukukiiru@
gmail.com or on twitter @
wambukukiiru.