18 September 2013 - 6:38pm | posted by | 21 comments

Dmexco: 'Digital marketing is dead' proclaims Procter & Gamble's global brand building officer Marc Pritchard

Dmexco: 'Digital marketing is dead' proclaims Procter & Gamble's global brand building officer Marc Pritchard Dmexco: 'Digital marketing is dead' proclaims Procter & Gamble's

Procter & Gamble's global brand building officer Marc Pritchard has proclaimed digital marketing to be "dead".

Speaking at Dmexco, the chief marketer from the world's largest advertiser, asked; "Try and resist thinking about digital in terms of the tools, the platforms, the QR Codes and all of the technology coming next. We [Procter & Gamble] try and see it for what it is, which is a tool for engaging people with fresh, creative campaigns...the era of digital marketing is over. It's almost dead. It's now just brand building. It's what we do."

He made this statement after running a video advertisement for a Braun electric shaver that initially ran online only, ignoring all traditional marketing, driving sales before running through traditional media.

"It wasn't the digital component. It was the campaign," he declared, explaining that it prove to the company what could be achieved in the digital world.

"This is a mindset that we are trying to infuse in our company and it's creating a tremendous shift [within P&G.] It's freeing up our minds on building creative ideas that come to life through the mediums that we engage with every single day - search, social, mobile, PR, and yes, even TV."

He continued to describe the strategy as 'Digital Back', explaining; "start in the digital world and build your way back to the rest of the marketing mix. Our best agencies do that right now...it's an approach that is building our brand equities, our sales and our profits."

He said that digital technology was a "means to reach people" through brands and capture consumer imaginations in a way that had been impossible before.

"But we can only do that if we have this one component that has been a constant since the beginning of brand building - an idea. Fresh creative ideas that are powered by insights, that are powered by the way people think and feel and are inspired by creativity, always have and always will create great campaigns. Digital tools just give us a new way to spread those ideas in ways that we've never imagined before...great ideas matter more now than they ever have before, because with these digital tools at our disposal we have the chance to be successful widely beyond whatever we had imagined."

Pritchard continued to explore some of his company's brands and how they had utilised new technology, powered by ideas to be a global success, including Old Spice, Vella Koleston and Oral B work.

Discussing the 'The Man Your Man Could Smell Like' Old Spice online campaign led to Pritchard offering the insight that "brand insight shouldn't be something you change with every new campaign."

He continued: "You should find that insight and invest in it to the best if your brand's ability," before running several stages of the campaign to explore its evolution.

Pritchard concluded the talk by imploring the room to "build brands with campaigns that matter, make people think and feel and laugh. We have the chance to do all of those things now in a way that is so much more exciting than we did before. So let's celebrate the end, the death of digital marketing and let's focus on celebrating the great idea of these brands and let's leverage the platforms and technologies that allow us to engage with people like we never have before. I'm certain that our brand buiding teams, our agencies and the people who see our stuff all around the world will thank us for it."

Pritchard's views on the importance of the need for creativity echoed those of Keith Weed, CMO for Unilever earlier in the day, who spoke about the need to use mobile, social and data to help develop more engaging campaigns.

Comments

19 Sep 2013 - 10:21
colinbancmedia's picture

I'm getting mixed messages here from the title...

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1 Feb 2014 - 18:19
cario33554's picture

I guess the title was to get you to read the copy -but yes, you could argue it is misleading except that I think he means that digital as a bolt on or separate entity is not the future. @colinbancmedia

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19 Sep 2013 - 10:50
jeremy swinfengreen's picture

Digital marketing is a fairly meaningless term (where does linear digital TV fit in for instance) and for that reason it is a good thing the term is going out of fashion. But surely having a "digital back" strategy is just as flawed as having a "TV back" strategy. The rule should be - decide on what you want to say, and then decide on how best to communicate it. It could be that bus backs are the best thing to use after all! There is a slightly different take on the death of digital marketing here: http://istrategyconference.com/blog/digital-marketing-is-dead-long-live-...

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19 Sep 2013 - 12:19
natasha's picture

Surely it's just a matter of semantics... call it what you want - the activity and outcome remains the same...

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19 Sep 2013 - 15:57
peter15681's picture

pritchard makes a very good, and long overdue, point. and it's much more than a semantic one. it's fundamental to how clients and their agencies work together. if only everybody did start with 'decide what you want to say'' then maybe we wouldn't see so much communication that doesn't say anything very much at all in social as well as traditional media. personally i'm encouraged that everyone does seem to be growing up and learning how to play nicely together at last hough...

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19 Sep 2013 - 18:28
JRTomlinAuthor

Basically you just call your marketing "brand building" and you have a new "thing" to brag about. *shrug*

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22 Sep 2013 - 10:10
varun16639's picture

Pritchard is just a fool to make this kind of comment. Not expected from the person of his stature.

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22 Sep 2013 - 11:36
Embers29

Big brands making bold statements, I've heard this before!

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22 Sep 2013 - 13:30
Naziya Ali Asgar DilerGheewala

While d idea of using digital as a medium is true. In reality it still stands as a form of marketing that helps in brand building. But the true potential can be leveraged only when used in combination than as a stand alone tool.

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24 Sep 2013 - 06:47
marke18863's picture

Clients get too caught up in the tools. Good to get back to basics - building the brand.

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25 Sep 2013 - 23:08
mmich21316's picture

our way of probably saying the same thing is that the marketing discipline and its principles have not changed, it is still what it was 10 or 20 years ago (we now have more platforms and tools). What has changed, however, is the audience....we now have to discuss (two way communication) with a digital audience.

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26 Sep 2013 - 18:30
1sourcemediagroup's picture

So let's celebrate the end — the death — of digital marketing, and let's focus on celebrating the great idea of these brands. for more about Digital marketing visit at http://www.1sourcemg.com/

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1 Nov 2013 - 15:10
natashajeffery355

okay so they need a different strategy !!! whatever they do they must cope with competition from around !! http://goo.gl/iWP0AR

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26 Nov 2013 - 10:45
qnssg13156's picture

Content marketing is dead? PPC is dead? SEO is dead? Hmmm it does not make any sense really.

http://www.digitaldiscovery.com.pt

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10 Jan 2014 - 19:04
Josel86740's picture

A good Ideas have been The Driver of all marketing Communication. You can't connect with technology if there are not relevant content. If you idea takes you to digital, fine and if not that's fine too. This is about connecting people and brand. Don't go with the flavor of the month. Idea, Idea, Idea.

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13 Jan 2014 - 06:04
graph10946's picture

This is a nice post in an interesting line of content.Thanks for sharing this article, great way of bring such topic to discussion.

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16 Jan 2014 - 10:23
graph10946's picture

I am hunting this post and thinking of its theme and attempting to grasp what this post is concerning.

Digital Marketing http://www.cereusgraphics.com/integratedmarketing.html

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28 Jan 2014 - 15:26
johan11727's picture

I fully agree with the position that "engaging people with fresh, creative campaigns" is the goal of marketing. The tools and channels are secondary. From Mssrs Procter and Gamble placing a logo on a wooden crate, to 'soap operas' on the three networks, to increased segmentation via cable, digital is simply another way to reach consumers. A channel that affords new levels of personalization, relevance and authenticity. That makes digital the most disruptive innovation since television over 50 years ago.

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10 Feb 2014 - 18:45
luluh16405's picture

It all begins with the brand: I believe one the point being made is that we need to focus more on what the brand stands for and who it is engaging with - before we build a strategy via any channel of communication.

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6 Mar 2014 - 14:52
angelolson's picture

According to me digital marketing can never be dead. In 2014 we need to create a good marketing strategy and after that make a good work plan. Digital marketing is effective till now but the strategy are something different. You can check for some marketing companies such as http://sagwebsolutions.com Aptohq, etc. who are focusing more on making mobile friendly websites with good content marketing strategy, mobile marketing strategy, start video marketing, guest blogging.

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10 Mar 2014 - 13:09
Digital Success's picture

Proctor & Gamble is an established brand already and it is mostly in B2C market and they can survive even if they go for traditional marketing = but you can not say that Digital marketing is dead .. even the US president is using social media marketing to promote his brand successfully .. is it not digital marketing?

http://www.digitalsuccess.in

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