The death of digital marketing: How Procter & Gamble sees the future

This event report assesses Procter & Gamble's approach to digital marketing. It begins from the premise that this concept is, in fact, almost dead as marketers commonly understand it.

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,...

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