LONDON/WASHINGTON: Many marketers have fallen under the influence of "digillusion", and are directing their energies into unproven tools such as Facebook and Twitter while neglecting some of the basics of their trade, according to Warc's regular columnist, Tummler.

Procter & Gamble, the world's biggest advertiser, recently announced its intention to focus on in-store communications, but Tummler argues this is less of an innovation, and more of a step back towards techniques honed decades ago.

In the 1950s and 1960s, this strategy was driven by large company sales forces with direct links to the stores selling their brands, but such an approach fell foul of cost-cutting measures, and the shift in emphasis from meeting the needs of consumers to pleasing shareholders.

As such, it is unlikely in-store will return to its former glory, but this channel remains the one which is closest to shoppers, and thus still offers many potential advantages to manufacturers currently pouring increasing amounts of their time and resources into digital media, Tummler says.

To read Tummler's latest column in full, click here.

Data sourced from Warc