This is a presentation I did at Oxford Brookes University, some time ago. It highlights how marketers’ priorities have been shaped by changes in consumer behaviour and expectations, and by the economic recession.
In this age of choice and value conscious consumers, digital is seen as the panacea: the way to demonstrate relevance and value in a very demanding environment, and to reach customers. And it does have many merits. However, digital is far from free or even inexpensive. Moreover, digital is complex and often raises tensions within the organisation (between the new, social media teams and the luddites).