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What industry is this anyway!? November 28, 2006

Posted by alwilliams in Introduction.

From my previous post you may have picked up on my lack of clarity on whether I am referring to the Digital Advertising or Digital Marketing Industry.   This unfortunately is not the end of the matter, as there are more uncertainties and ambiguities in this definition.  

Before I try to define what industry I am in, it is important to note that academics seem to try and classify everything as tightly as possible, which leads to problems when things begin to become overlapped and less autonomous.  Converging digital media is one of these areas. I would initally say on a whim that I am in the “Digital Advertising and Marketing industry (client side)” and so when analysing the history or key changes in my industry in the next few weeks I will create a retrospective of that industry. 

Is this accurate?

I work for an Internet company but does this mean I work in Internet Marketing or Digital marketing?  Must “digital” emcompass iTV, mobile and other digital platforms as well, or just can it refer to the leading one of these disciplines?  I would suggest that with the blurring of technology that ‘digital’ should emcompass all of these, as the  convergence of digital media will make it difficult for this to apply to one of the above without another.   The increased proliferation of a variety of digital media makes it unreasonable to refer to just the Internet and makes it an increasingly redundant term.

In this case why have I still claimed I work in the digital when I have already stated that I work for an Internet company?     Sulake has already had a foray in mobile; java games, ringtones etc, which comes under the marketing remit. Not only this but Podcasts and i-movies have been explored, which also defines the fact that I do not just deal with the Internet, but digital media at large.  This has and will continue to increase across the ‘Internet’ marketing world, as they increasingly find themselves dealing new media with fresh challenges.  It makes it an interesting time for digital media strategy, as various capabilities and technologies combine to provide many new opportunities.  Better start (or should that be late for) changing the business cards!


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