Old and new media mix together to make manly new combinations. Illustration: Chefboyrg; Source: CSA-Archive

One of my favorite debates in digital selling goes like this: When will email be transposed by (fill in a blank)? Or when will brands stop regulating SMS? Even a Internet is challenged: When will apps or Facebook kill a Web?

Scott McCorkle IIllustration: Alex Fine

Rather than urge any particular digital selling channel, we wish to prominence this critical fact: So far, zero has transposed anything in digital marketing. Instead, we’ve seen a layering of new digital channels on tip of existent channels, that creates a abounding tapestry of ways to bond with customers. The Internet of Things adds even some-more options for customer-to-brand interactions, and a many renouned connected inclination like FitBit use email and mobile notifications to strech users.

It’s distinguished how new channels typically build on others instead of ripping them down. Here are 5 examples of this layering in action.

1. Amazon hasn’t killed a sell store.

Retailers have prolonged been endangered about online stores’ hassle-free selling and far-reaching inventory. As a largest online retailer, Amazon is mostly seen as a biggest competitor.

But instead of wiping out retail, online stores’ personalized product examination and digital selling programs are indeed pushing people to earthy stores. Showrooming—trying on or contrast equipment in sell stores with a vigilant to squeeze online—didn’t vigilance brick-and-mortar’s decline. Instead, retreat showrooming (researching equipment online on sites like Amazon to squeeze in-store) is indeed some-more common than showrooming in a U.S., where 69 percent of people reverse-showroom while 46 percent showroom.

2. Digital hasn’t killed print.

Magazines, handwritten letters and approach mail ads aren’t museum pieces; they’re still partial of bland life. Print hasn’t left from selling strategies, either. Instead, imitation selling is elaborating from mist and urge to on-demand and one-to-one.

In fact, some of a largest business have requested a approach to confederate their imitation and digital channels regulating a platform. They wanted to send business triggered, singular imitation messages as partial of an altogether patron journey. The normal tour merges both earthy and digital components, so to wholly omit a imitation side is a selling mistake. We’ve combined on-demand imitation to a Marketing Cloud so business can accept physically printed materials alongside email, amicable and in-app content.

3. Mobile messaging hasn’t killed email.

LINE, WeChat, WhatsApp and their contemporaries keep people in touch, no matter where they are in a world. With a wireless tie and a smartphone, colleagues and desired ones can bond in genuine time, with no roaming charges in sight. That immediacy and mobility has led some to predict a genocide of email during a hands of messaging.

Yet email stays a tip channel for a infancy of in-office exchange and brand-to-customer communications, and copiousness of personal conversations, too. Mobile has indeed reinvigorated—not obliterated—email, with 53 percent of emails now non-stop on mobile devices.

4. Instagram and Snapchat haven’t killed Facebook.

If there’s one thing complicated marketers love, it’s data. We have entrance to some-more information than ever, though we contingency be discreet about a conclusions we pull from it. I’ve seen investigate after investigate contemplating consumers on their channel preference, and many of these studies broadcast that immature adults and teenagers cite Instagram and Snapchat to Facebook. In reality, Facebook is growing. This past August, for a initial time, 1 billion people used Facebook in a singular day. That was no collision as Facebook frequently innovates with new facilities to keep users entrance back, like live video for open total and auto-play video. Instagram and Snapchat are growing, too, though Facebook’s expansion globally and among comparison users is zero to sneeze at.

5. Ad restraint won’t kill good advertising.

Apple’s iOS 9 introduced a new ad-free sourroundings for iPhones, though ad restraint is an old-school service. Think behind to a pop-up blockers we expected commissioned on an aged PC. While ad blockers are indeed apropos some-more renouned and sophisticated, new ad platforms are also pushing creation for both business and marketers. These new ads are romantic and interesting storytelling vehicles, only like a best ads always have been. Add in a possibilities for super-targeted personalization and we can conclude because a destiny of online promotion is bright.

Instagram’s video and print ads are apropos some-more popular, as it encourages brands to make certain they are fresh, fitting a height and not recycled ensign ads. Ad restraint increasingly looks like a finish of a Web cookie-based ad targeting epoch and a pierce into some-more personalized “in a feed” ads, that produce improved formula for marketers and are some-more enchanting for customers. In this formidable universe of patron communication, channels frequency die. It’s my mantra that a marketer’s idea should be selling so good it’s patron service, and patron use so good it’s marketing. Echoes a Harvard Business Review: “The new limit of selling will be service, not sales.” Today’s marketers are advantageous that they have some-more channels during their ordering to offer business than ever before.

Above all, marketers contingency emanate an integrated knowledge for their customers. Achieving that integrated knowledge will need any digital and earthy channel, and permitting your business to collect that they prefer.

That means you’ll substantially need to embody some of a channels that people pronounced would be passed by now. we wish we didn’t bury them.

An email selling preacher and digital selling pioneer, Scott McCorkle is CEO of Marketing Cloud, Salesforce, formed in Indianapolis. Follow him on Twitter: @smccorkle.

This story initial seemed in a Mar 21 emanate of Adweek magazine. Click here to subscribe.

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