BT and RBS on why marketers should kill off the word ‘digital’

BT’s top marketer has called for marketers to stop using the word ‘digital’. Speaking on a Marketing Society panel at Advertising Week Europe yesterday (22 March), its chief brand and marketing officer Zaid Al-Qassab claimed that by prioritising digital, marketers only weaken their advertising and chase all the wrong metrics.

“We need to stop saying the word digital. When marketing was growing in the first half of the 20th century, particularly around print, we didn’t call them paper marketers did we? The word just has nothing to do with consumers,” he explained.

“Inside a corporation, the word digital drives people to look at all the wrong metrics such as cost-per-click and likes. They over-invest in digital and forget their message.”

Bron en volledig bericht: MarketingWeek