The big new thing was social media a few years ago. Now it’s established as a real, proper medium, but with some senior marketers arguing about how useful it really is. These big, traditional FMCG brand owners are beginning to turn away from this highly targeted, time-consuming medium that promises so much and seems to deliver rather less. But no one wants to seem like an old fogey, hence the ready acceptance by so many that new technology rules OK.
Diageo’s Ivan Menzies is on the button when he says:
‘It’s not about doing “digital marketing”, it’s about marketing effectively in a digital world.’
We need to do three things:
- Get rid of that ...