The death of digital marketing: How Procter & Gamble sees the future
John Davidson
"The era of digital marketing is over. It's almost dead. It's now just brand building; it's what we do." Such were the incendiary words of Marc Pritchard, global brand building officer at Procter & Gamble (P&G), while speaking at the dmexco 2013 conference held in Cologne.
In further elaborating this idea, Pritchard discussed how digital should not be seen as a mysterious medium with metrics that only technology gurus can understand. "We also try to resist thinking of digital as the tools, the platforms: QR codes,...