Mark Ritson: It’s time to shut down digital marketing teams for good

The news that the Co-op Bank has disbanded ‘digital marketing’ should come as no surprise.

For several years senior marketers have been wearily signalling that the need to maintain a digital marketing team separate from the rest of the marketing group was disappearing. And the ultimate manifestation of that realignment, the merger of the digital and marketing teams into a single unit, has been happening across marketing departments with increasing frequency over the last 12 months.

The reason for that integration should be obvious. Despite the recurring use of the dreary D prefix it has become harder and harder to isolate exactly what isn’t digital any more.

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