Taking digital to heart

In his monthly editorial, Admap editor Colin Grimshaw introduces the theme of the September 2009 issue: putting digital at the core of integrated marketing.

Taking digital to heart

Colin Grimshaw

The Post-Digital Age – when digital shifts from a niche activity strapped on to the “main” campaign to the core of the comms strategy – is upon us. No longer should it be considered a medium, but a platform for integrating all marketing.

Accordingly, some believe we need a new term for digital – one that isn't synonymous with online, with its banner ads, pop-ups and classifieds. One that acknowledges the diversity of the technology and its marketing applications, taking in search, social media, video sharing, word-of-mouth, interactive TV et al.Any...

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