Digital must die

This article argues that the division between traditional and digital marketing exists only in the minds of marketers, as consumers accept digital as part of everyday life.

Digital must die

Nigel HollisMillward Brown

Marketers need to look beyond the metrics and engage with people in their day-to-day lives, warns Nigel Hollis

Marc Pritchard, Procter & Gamble's global brand building officer, recently proclaimed that digital was dead and urged marketers to look beyond the pipes and plumbing of digital and social media to what really matters: engaging people with creative campaigns1 .

On the one hand, Pritchard is correct to suggest that digital is dead. These days, the division between digital and traditional exists only in the minds of marketers and...

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