Strategy in 2014 – Post-digital marketing

David Tiltman

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 effectiveness.