So what are the most prevalent practices afflicting digital marketing? According to Gartner "the four most recognized techniques of digital marketing are social, mobile, analytics and digital commerce." I would term these "volume-based digital marketing," meaning that their goal is to appeal to as many people as possible for as low a presumptive cost as possible—quantity over quality.
At its core purpose, marketing is supposed to raise awareness to increase business. Too often, however, I observe fellow marketers engaged in campaigns and activities designed merely to do the former without true execution on the latter.
But suffice it to say that unless your company has money burning a hole in its metaphorical pocket, marketing and business development should be thought of as one and the same.
Marketing costs money, but it should also make money.