Ashley Friedlein says, “Ah, the death of digital… More than two years ago I wrote about the many ‘deaths’ of digital marketing and it felt like a tired topic then.

But still this is a hot topic, even if it has often metastised into full blown ‘digital transformation’.

Mark Ritson confirmed last year that the death of digital was upon us and duly consigns digital marketing to hell in this great presentation from Marketing Week Live.

And yet. And yet.

And yet the appetite for ‘digital’ is as rampant as ever. And yet the skills and roles in most acute demand are digital. And yet digital teams appear to be growing and subsuming others, not the other way round.

The strange thing among all this is that the most sophisticated and long-in-the-tooth digital marketing types I know are the least excited by ‘digital’ the name, digital the badge, digital the rallying cry as a solution to all ills. Me included”.

It is the end of the beginning for digital. But is it the beginning of the end?

Econsultancy

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