Many government bodies and small enterprises over simplify digital marketing, calling it an ICT function as they focus on word ‘Digital’ relegating the importance of the profession of ‘Marketing’. Never before have we seen such a focus on ‘doing more stuff’ poorly, due to the mis-sold concept that because digital tools are virtually free and everyone is doing it, that you too can easily become a effective digital marketer.

Retailers aren’t getting it. They blame rates, rent or wage costs for their business woes. The web is consuming their market and many standby pointing the finger at static overheads or “the recession” for their business’ contracting profits.

We have been drugged into thinking that innovation alone is all a business needs to become successful. It isn’t true. Whether by accident or design, all successful businesses that I have encountered have moved beyond talking about innovation.