A recent report from global research firm Forrester – predicting that ‘digital marketing’ will lose its prefix and become just ‘marketing’ in 2013 – has sparked a debate between marketers who agree with the forecast and those who believe digital should continue being treated as a separate discipline. In an effort to put this dispute to bed, here’s my response to the prediction.
Integrated marketing has been around for a long time. The strongest integrated agencies added a strong digital offering a long time ago and truly integrated creative thinkers don’t think about channels at the conceptual stage. Read More