What does medium is not the appliance means in e-marketing?

The phrase "the medium is not the appliance" in e-marketing emphasizes that the effectiveness of a marketing message depends more on its content and context than on the platform or medium used to deliver it. It suggests that while channels like social media, email, or websites are important, the true impact lies in how well the message resonates with the audience. Therefore, marketers should focus on crafting compelling, relevant content rather than merely choosing the latest digital tool or platform.