Unilever named Digital Marketer of the Year
Posted in Integrated MarketingI just read that AdAge have named Unilever as digital marketer of the year. The interesting point about the article – Unilever doesn’t really do digital campaigns. They use digital as a part of their broader campaigns, or as they put it “far from done in isolation”.
It’s good to see the industry going this way and someone getting awarded for this kind of effort. In a few years things will change for the better. I can assume it’s not so much like this in the bigger parts of the world, but in New Zealand; online marketing is put up on a pedestal like it’s something special. I have to admit, myself included.
Some corporates hire specialist Online Marketing Managers simply because a traditional marketing manager isn’t expected to ‘get it’. These companies are generally looked at as doing the right thing and taking a step in the right direction. It’s a step yes, but I think it’s a temporary step until the marketing manager’s do ‘get it’.
In my second year at uni I took an ‘e-marketing’ paper, which was it’s last time running. Now, instead all of the elements of the course are integrated into the other papers. In a number of years, there should be a bunch of marketing managers who get the online theory into them early so that they do indeed ‘get it’.