Digital marketing for technology companies is fundamentally different than marketing for the non-technical industry. Although it sounds like a simple distinction, if we unpack it, we discover surprising insights.

A few months ago, I had some conversations at the digital marketing SoDA conference that opened my eyes to the differences between digital and traditional marketing ecosystems. I’ve been living in the tech industry so long, that a new perspective from outside the fishbowl was clarifying.

“As a digital marketer, what is the biggest challenge you face working with your clients?”

This seemed like an innocuous question when our workshop leader asked, but the answers I heard were surprising. Except for me, the unanimous answer was: We focus tremendous time and effort convincing clients to believe in digital-first marketing. Then we have to ensure that the digital-first approach is accepted and operationally integrated into the marketing organization.

What’s Different?

Traditional, mature companies like Coca Cola, Citibank, McKesson and Chevron completely understand how to communicate human feeling and value…

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