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Digital Marketing, by Donald Rumsfeld

I know, I know what you’re thinking. “WTAF?” but hear us out on this one.

We’ve just had the mind melting pleasure of a 2 day digital marketing workshop at Peterborough’s Future Business Centre from a chap named Sam Haddadi who runs a business called Digital Clicks and it’s now here where it’s appropriate to drop the Don into the conversation.

If you know of Donald Rumsfeld, you’ll know of his most (in)famous response to a question put to him in a press briefing albeit about a more serious topic than how to market yourself on digital media.

Our inner face, for 2 days

We all have known knowns, all of us, and in relation to digital marketing we knew that there are various platforms like Twitter, Instagram, Facebook, we know that they are used to promote our brand and can be used in different ways. These are known knowns, we know what we know.

And then there are known unknowns, these are the things we are aware of that exist but do not know any detail, the things we know we don’t know – in our case these past 2 days – SEO, PPC, CTA and other sinisterly 3 lettered acronyms that now make perfect sense to us (Editor: Ha!) thanks to Sam’s great, and patient, teaching.

And then there are the unknown unknowns, the things we didn’t know we didn’t know, and these were indeed many. It is Alexander Pope who is attributed the astute phrase about a little knowledge being a dangerous thing, and it rings true upon reflection after someone shines the light of knowledge into the dark corners of ignorance. It’s only when the scale of complexity, sophistication, granularity and amazing opportunities of web traffic analysis available to literally everyone that has a website or runs online adverts is laid bare that you realise just how much you didn’t know of things you never knew existed!

Humbling would be a good word. That’s how we felt coming out of the workshop, totally shown how little we actually knew (pretty much a known known if we’re being Donald) but equally also motivated and inspired to improve our business, to get better at what we do, for the end result of delivering to you what you want.

The morals of this particular ditty is that in all spheres of life: 1) Never stop learning, there’s always something positive to take for yourself or your business or both, 2) Collaboration is a wonderful thing, working with people from vastly different backgrounds and viewpoints can only help open your own eyes that 3) Independent critical appraisal is invaluable in illuminating that what you knew was the next David was indeed the new Cristiano and finally 4) In data we trust. When it comes to driving important decisions, there is no substitute to cold, hard evidence.

 

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