Digital is not the death of anything, it's the awakening of everything else
Earlier this year, Miles Young, the global CEO of Ogilvy and Mather Worldwide said: "The great mistake of today's business environment is to believe that digital can fulfil the role of marketing. It will not".
Judging by the barrage of resultant comments, both for and against this profound (albeit somewhat naive) statement, it's very evident that there are strong opinions both for and against this school of thought.
In reality, it's not about the "replacement" of anything. Nor is it about finding the right "channel". Rather, it's about identifying the merits of each, and assessing how they can work in unison.
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About the author
Andrea Mitchell is a hugely-respected talent in the digital marketing field and is the founder of digiVOX, a specialist digital marketing agency.