“Digital Marketing” has grown up with me.
Which is why I’m still surprised that Digital gets its own label still.
Name me a marketing campaign that doesn’t have some sort of digital element. Are we conflating performance marketing (ie spend money > generate money) as digital? What about the maturity of social?
It's baffling that we’re still considering them separate, with separate budgets, and separate strategies.
Working with a brand on only lower funnel digital recently has been a stark reminder, we can’t keep thinking of them as separate. That it’s big brand investment (ie TV) over off doing something wholly, mutually exclusive of what digital is up to.
It HAS to work together. Especially in a world of expensive CPMs, harder to track tracking and an unending will-they-won’t-they on third party cookies.
It needs to be something we consider all together, and ultimately do with the customer rather than the P&L in mind.