News & Events

Marketers 'should embrace digital era'

Date posted:

25th June 2008

Digital marketing is becoming more widespread, one author has claimed.

A leading marketing author has said that the use of digital media in marketing will become paramount in the sector.

Kent Wertime, who co-wrote DigiMarketing: The Essential Guide to New Media and Digital Marketing, told a press conference in the Phillippines that digital marketing should be embraced by those in the industry if they do not wish to be left behind.

"Digital media will become a predominant form. If you're not in search marketing, for instance, you're far behind. Digital marketing is about interaction, while traditional media is about viewers. It's not a fad," he told The Inquirer.

Mr Wertime cited sports manufacturers and rivals Nike and Addidas as companies that are using digital marketing to their advantage, but added that many companies may not be making enough use of the internet as a marketing tool.

Dipak Jain of the Kellogg School of Management described Mr Wertime's book, which he wrote with Ian Fenwick, as a "clear call for companies to evolve their marketing practice" when it was published in March 2008.

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