That’s right. Digital marketing is the end of an era. And for quite some time already.
What happened? Recently just before Cannes, I followed some controversies, and even if I wasn’t there myself, the web was full of people relating these stories.
The CMO of Calvin Klein, invited to chat with the Editor-in-Chief at Think-with-Google, talked about the irrational way to split marketing still today in 2 worlds: off and online. The customer behaviour we see is fluid and not functioning that way, and consumers tend to expect the same level of services, care and quality, whatever the channel is. So, surprisingly, seeing Google pushing in their columns could seem odd, but it makes total sense.

The end of digital marketing is here. I spoke to Marie Gulin-Merle, Calvin Klein’s chief marketing officer and PVH’s chief digital officer, at Google Marketing Live, about why it’s time to shift our marketing mindset. Watch the video to learn why she believes we’re now in an era where digital marketing is just marketing.

Digital marketing is marketing done with a different culture and experience.

I wouldn’t say I liked the word digital all my career. When I started in this industry, this didn’t have a name, we called it simply IT – Information Technology -and it was horrible to do business with such a tagline. Then it switched to e-Business which somehow was better as you started to report to commercial functions. Still, the scope of these departments was merely anything the business couldn’t spend time understanding. I remember being attached to this department early on because I was the only one in the company with the foundation of search and email marketing. I was doing marketing; it just happened that I was using different tactics to achieve the same goals. And as such, digital marketing back then and to some extent even now in the pharmaceutical industry is considered the easy road to marketing: do more with less, faster and cheaper. We all remember the social media fever with juniors running critical streams of communications and marketing campaigns.