Digital Sense

Foreword

You are not a digital marketer…at least not yet.

I want to use this foreword to officially warn you. You're in for a delightful experience. Normally books that teach you so much aren't supposed to be this fun to read. But that's Travis and Chris for you. They not only share their real-world experiences in shaping the future of digital, they do so in an engaging and entertaining way that keeps you laughing and learning.

Now, with that said, let's get to work.

We live in an era of digital Darwinism, a time when technology and society evolve. The question is, how are you—or how are you not—evolving to keep up with change? It's not an easy question to answer.

There's an illusion that makes us believe that just because we are investing in new technologies and strategies, that we are ahead of the curve…that we're leading the way to the future of digital transformation because we use the same networks or apps as customers. But that doesn't make you a digital marketer. A digital marketer is someone who understands that, to engage someone digitally, it must be done in a meaningful, personalized and contextually + culturally relevant manner. Digital marketers understand the dynamics of online sites, communities, and apps individually, not in the aggregate; and more so, they understand the human on the other side of the screen based on preferences, behaviors, values, intents, lifestyles, aspirations, and so on. As such, digital is a means to reach a different breed of customers, ...