Speaking at the Digital Marketing Exposition and Conference (Dmexco) last week, Procter & Gamble (P&G) Brand Building Officer Mark Pritchard has announced the "end of the digital marketing era." He goes on to explain that digital marketing has become an important part of brand building and that it should not be distinguished from other marketing. Rather than think of digital marketing as the digital tools, platforms and applications, it should be thought of as a "tool to build out brands by reaching people with fresh, creative campaigns."
P&G has "shifted its mindset to 'digital back' marketing by starting campaigns in the digital world and then building back into the rest of the marketing mix." This approach supposedly allows marketers to "free their minds" and think more creatively. As an example, Pritchard describes a recent German campaign for a Braun electric shaver. The campaign began by driving people to buy the brand online and in stores using social and search strategies. Then, they deployed in-store displays that complemented the online marketing with demos and opportunities to connect using mobile. Once customer awareness was achieved through digital, the brand started airing TV campaigns to further develop this awareness.
P&G's story reflects an interesting mindset shift as technology continues to develop more ways to reach and connect with people. Today, traditional marketing is not necessarily the best and most effective tool for all brands. Companies should be thinking of an overall, integrated marketing strategy that identifies the best ways to connect with customers. Digital marketing is no longer simply a complementary marketing tool, it can be the core of a company's marketing strategy.
Source: http://www.marketingweek.co.uk/news/pgs-marc-pritchard-the-era-of-digital-marketing-is-over/4007981.article
No comments:
Post a Comment