The Co-op Bank this week launched a new marketing campaign targeting SMEs. Nothing unusual in that, but its CMO caught headlines when he said 'there's no such thing as digital marketing'.
He then when on to say that 'all marketing is digital', explaining how its marketing and digital marketing teams are now fully integrated.
It's surprising that they weren't.
The Co-op may want to look to how its legal advisers structure their own marketing teams.
Digital marketing has never, as far as I can tell, been an entirely standalone function in professional services marketing teams. It has pretty much always been fully integrated.
BD, events and PR teams work hand-in-glove with digital marketers. It is just another channel to reach clients and intermediaries.
It is essentially just marketing.
‘There’s no such thing as a digital team’: Co-op Bank rethinks marketing as it launches business campaign