End of 'Digital Marketing'?

The latest statement coming from P&G's global brand building officer Marc Pritchard, is that there is a need to bring an end to 'digital marketing'. Moreover 'digital marketing' should not be differentiated from 'marketing', due to its quintessential presence in modern brand building. 

I myself, being from the generation 'growing up digital', wholeheartedly agree with the remarks made by Pritchard. I cannot believe that in such a forward-thinking industry, 'digital marketing' and 'marketing' are referred to as separate entities and are often disconnected. I fear this may stem from an inability or ignorance to fully accept the current state of affairs, and a refusal to let go of traditional methods. Surely, as the P&G officer asserts, the 'digital' aspect of any marketing campaign is a given in our current environment? Surely the time has come for 'digital marketing' to be referred as merely 'marketing'?


Prichard argues that all digital marketing is just 'marketing' and should not be something added as a footnote or afterthought to a campaign. P&G, surprisingly in my opinion, have been one of the first 'house of brands' to approach campaigns with a "digital back" mindset. This means prioritising the 'digital' aspect, by beginning the campaign in the digital realm and working backwards to integrate the rest of the traditional marketing mix. I am not surprised that P&G are pioneering this method given their ability to adapt to some of the most sociocultural upheavals in the past such as the move from print to television promotion. However, it is more shocking that it has taken this long for companies to begin taking this similar approach, given the current social environment. Pritchard advocated, in his keynote address at Dmexco in Cologne, that this method has built P&G's brand equity, sales and profits and helps marketing teams to “free their minds to focus on building creative ideas”. He further asserted the team no longer think of digital as platforms or apps, but as a way to make creative campaigns which help build brands.

I completely back the methods proposed here. For fast-moving consumer goods especially, campaigns should begin on social media, blogs and review websites with the sole intention of delivering customers to eCommerce sites. In-store campaigns can then mirror the digital campaign. Once the awareness of the product has been made through these social media channels, traditional marketing mix components can be applied such as print and television advertisements. This moves the 'digital' part of the campaign from being an afterthought, to what the campaign is centres around.

Companies must start backing this approach and adjust their normal budgets accordingly. I feel that as other brands see the success of their rivals using this mindset, budgets will soon account at least 30% of their promotional spend on this component of the new optimised and modern marketing mix.

This I am afraid is a real sticking point for the future of branding. Brand managers need to face up to the fact that a large percentage of brand experiences and brand touch-points are online. Those brands which do not fully accept this approach to a campaign and integrate their offline and online channels will slowly lose market share and brand equity, and failure to adapt at this time could cause a slow extinction.  Are you listening Blackberry?

By Harry Sparkes

References

• Marketingweek.co.uk. 2013. P&G's Marc Pritchard: 'The era of digital marketing is over' | News | Marketing Week. [online] Available at: http://www.marketingweek.co.uk/news/pgs-marc-pritchard-the-era-of-digital-marketing-is-over/4007981.article [Accessed: 23 Sep 2013].

• Marketingweek.co.uk. 2013. 'Digital marketing' to become just 'marketing' in 2013 | News | Marketing Week. [online] Available at: http://www.marketingweek.co.uk/404Handler.aspx?aspxerrorpath=/news/digital-marketing-to-become-just-marketing-in-2013/4005302.article [Accessed: 23 Sep 2013].