Digital marketing is not advertising, because where advertising to a large extent focuses on creating situations, digital marketing is about finding them.
In the words of Henry Jenkins (via theengagedconsumer.power.com):
- “as Jenkins gives his advice on “courting” community vs. “creating” community. Jenkins says that this starts by studying and connecting to existing communities vs. necessarily always building from scratch”
And connecting this idea to the utilities/services mindset; where companies need to explore existing situations and activities in order to discover where and how they can create deliberate value.