Alistair Pegg, Marketing Director at The Co-operative Bank has announced that the bank is getting rid of its digital marketing team. To be more specific, the digital marketing team going forward will just be an element of the main marketing function. The Co-operative Bank isn’t the first company to make this move and it certainly won’t be the last. But the benefits of the move to focus marketing around customers rather than delivery channels has been obvious for some time.
‘It has changed how the team operates. There’s no such thing as a digital marketing team now, all marketing is digital marketing.’
It will be interesting to see how the agency sector will respond to this trend. The ‘digital agency’ approach hasn’t made any sense for a number of years now and appears to be fighting a losing battle. Only a very few Clem Fandango types truly believe it has any future as an agency business model. It will be interesting to see how they make the leap to becoming a good old fashioned marketing agency.