It may seem unusual for Hotwire's Global Head of Digital Brand Lab to write the headline you read above. However, I cannot stress enough the importance of knowing the market, message and medium (in that order). We've pushed hard for CMOs to understand the importance of digital in their marketing mix, almost to a detriment. Among many B2C and B2B customers we've seen PR budgets slashed, while digital budgets grow. I'm happy to see greater balance in strategic planning. The truth is that a "one trick pony" won't work, you need a mix of strategies depending upon your business goals and target market. Not, digital for the sake of digital. This is why I run digital within the context of an integrated agency. Our teams and CMOs have more mediums and levers at their fingertips to run effective results-oriented programs. Digital alone will not work.
Marketers need to remember that different customer groups have different channel preferences and some of them may not be digital. That just because a digital channel offers a great ability to measure the ROI of a campaign does not mean that it is the right channel.