Entry 03 / DisciplineVerbatim · fully attributed
“There is no such thing as digital marketing. There is marketing, and most of it is digital.”
Mark Ritson
Marketing professor and Marketing Week columnist
The industry's most persistent empiricist — he drags fashionable tactics back to evidence, brand fundamentals and the actual data.
Context
Ritson's point is structural, not semantic: separating a digital team from a marketing team splits the budget from the strategy.
Channel is an execution detail. Positioning, targeting and brand come first.