Strategy in 2014 - Post-digital marketing

This article, taken from the Warc Toolkit 2014, looks at how brands are moving away from treating digital as a separate discipline and instead incorporating it into core brand-building programmes.

Strategy in 2014 – Post-digital marketing

David TiltmanWarc

This article comes from Warc's Toolkit 2014 report, a review of the key challenges facing brands this year, and how the smartest marketers are responding. Download the full report

At a glance: A fresh approach to digital

Key arguments in this article:

  1. Organisations such as Unilever, Procter & Gamble and Nestlé are rethinking their approach to digital. There is a shift away from digital as a separate discipline, and a renewed emphasis on core brand-building programmes.

  2. This shift is supported by a major piece of research on long-term versus short-term...

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