Client structures and job titles prevent ‘calling bullshit’ on digital marketing narrative
There has been too much money and time invested in building digital structures in marketing departments and too much hype built up about digital in the trade press for anyone to “call bullshit” on the need for the word digital to be used at all, and the actual effectiveness of new channels versus traditional ones until now, a client-agency relationship consultant has said.
Talking at Mumbrella360 in Sydney, Nathan Hodges, a consultant at TrinityP3, was sympathetic to the views of outspoken marketing professor Mark Ritson, who in a series of recent speeches Hodges said has “blown the lid off” commonly made assumptions around digital, social media and the media habits of millennials.
Hodges: ‘The term digital marketing officer is like cinema marketing officer – it’s that ridiculous’
Ritson told his audience at Mumbrella360 that the impact of digital had been “totally overrepresented in the media”, digital video measurement was a “new wave of bullshit”, and that TV would remain the dominant medium “everywhere” for at least another decade.
“Australian millennials watch five times the amount of video on TV as they do on mobile devices.”
Yah streaming ad free Netflix
Spot on! Looking for a new job lately I took this stance with a number of recruiters, they could not understand how marketing these days encompasses digital in every sense – – –
I also wrote this recently: It’s time to discard digital. http://thght.works/1WYPMyO
Mike I understand the sentiment and thought that has gone into your article.
It seems to be convenient to me that you feel agencies should be able to provide specialist roles, but clients are assumed to be able to work across all. It certainly has not been my experience, nor do I feel it is realistic. The ignorance in the millennials and TV commentary is self explanatory as to why specialists are required (see Netflix comment).