Mark Ritson on why digital is overrated - Part 1 - a podcast by Filtered Media

Platform 'bells' and analytical 'whistles': Is digital just a box of turds and spiders?

With the digital overhaul facing marketers and business strategies today, do all the new platform ‘bells’ and analytical ‘whistles’ actually amount to anything?

When he looks out across the marketing industry, what Professor Mark Ritson sees is clients and agencies who have largely lost their business direction. The Melbourne Business School professor attributes a lack of industry training in the basics as feeding the perpetual gap between how marketers think consumers behave, and how they actually do.

“If [marketers] had been properly trained, the first thing they would have been trained on is market orientation, which means you are not the consumer," Ritson says. "What you do and think is highly, highly unrepresentative of your consumer, because you're being paid to market a product, ergo you don't see that product or service the way the consumers do.”

In part one of our two-part series, CMO Show hosts Mark Jones and JV Douglas sit down with the oft-notorious Ritson to discuss why the industry today is a broken one.

Tune in for a contentious look at the role of automation, how media agencies will shape the future, and why digital is overrated.

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