“Everybody’s talking about it. Few people are doing it, and those that are doing it, aren’t doing it very well.”
The PR world has to keep an eye on those pesky marketeers, if only to ensure that that they are not wandering onto our turf. So it was interesting to hear about the discussions at the 57th International Cannes Lions Ad Festival.
One of the big issues for debate is the advance of digital marketing. Keith Weed gave a clear indication that Unilever would continue to be innovating in the field of digital marketing. He also pointed out that digital remains a new and exciting area of development, with many marketing agencies still not quite getting it right.
But Weed dismissed the idea that digital will replace television as a marketing tool. He said: "TV is, and always will be in my lifetime, a vast part of what we do.
"We’re a mass marketer. So we want to get to many, many people. And the best way of getting through to mass audiences is through television, I say television, I mean video – the moving picture, is not going to die… it’s here to stay as far as I’m concerned."
Weed went on to say that he saw social media as a way of creating a personal one-to-one relationship between the brand and the consumer. Of course this is the area that starts to converge with the PR world....
And an international company like Unilever recognise that TV is still due to be the next big thing in many parts of the world. Though his developed markets may well be going online, there are still new markets that are only now falling in love with TV.
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