BT and RBS on why marketers should kill off the word ‘digital’

BT’s top marketer has called for marketers to stop using the word ‘digital’. Speaking on a Marketing Society panel at Ad Week Europe yesterday (22 March), its chief brand and marketing officer Zaid Al-Qassab claimed that by prioritising digital, marketers only weaken their advertising and chase all the wrong metrics.
“We need to stop saying the word digital. When marketing was growing in the first half of the 20th century, particularly around print, we didn’t call t