Digital marketing is an industry plagued with content saturation. Given the fact that digital marketing is one of the primary drivers for the insane amount of content that people are creating, I would contend that digital marketing as an industry is more saturated with content than any other industry.
So why on earth would anyone write another book on digital marketing?!
The 7 Critical Principles of Effective Digital Marketing is an attempt at establishing a baseline for one of the most tumultuous and change-ridden industries in existence. It takes a step back from the strategies and tactics that most digital marketing approaches start with and, instead, establishes a core and foundational structure from which all digital marketing initiatives can and should operate.
The 7 Principles are simple without being simplistic and help to align digital marketers with a set of axiomatic and unchanging best practices. In fact, these 7 principles may be the only thing about digital marketing that won’t change.
The reason I wrote the book isn’t because there wasn’t enough content on digital marketing. It’s because there was way too much content and a complete lack of foundation. There was no stated baseline to digital marketing, no unified guiding light; at least not in writing.
What’s interesting about the 7 Critical Principles is that they are an articulation of the natural governing laws of digital marketing. They are the principles that, given enough time, every single digital marketer on the planet will ultimately identify for themselves.
I know this because I’ve been a digital marketer for over a decade and I have seen it happen with every single successful digital marketer I have ever encountered. As long as they don’t quit, they’ll ultimately reach the axiomatic foundation that I have outlined in my book. This isn’t anything that I “invented,” I just compiled my findings.
I heard Ricky Gervais make a point about science that I find applicable to the topic at hand:
“If we take something like any fiction […] and destroyed it, in a thousand years’ time that wouldn’t come back just as it was. Whereas if we took every science book and every fact and destroyed them all, in a thousand years they’d all be back, because all the same tests would be the same result.”
The 7 Critical Principles of Effective Digital Marketing is the scientific baseline of digital marketing. Its an articulation of what every good marketer does and every future marketer will do once they’ve learned how to be successful.
Here’s why it is important:
The digital marketing industry is obsessed with content that has a finite shelf life. We have a violent preoccupation with the latest and greatest tactics, tips, tricks and hacks that’ll give us that extra edge over the rest of our competition.
There’s nothing wrong with this incidentally. We have an entire industry engaged in the attempt at being on the vanguard, that’s awesome! The issue is that there’s nothing established underneath all of this speculative content to act as a core foundation.
There’s nothing wrong with the tactical discussions, they produce massive amounts of value. However, what we have been missing is an articulation of the already established and axiomatic core principles of our industry. Something we could point to as say, “That’s where to start.”
I’m arrogant enough to say that I wrote that and it’s awesome.