Digital moves to the center of the marketing wheel

I like the notion that marketing is a wheel with different spokes that make up one program. Twenty years ago, television was the undisputed center of the marketing wheel. The last 10 years, digital was a forceful spoke, but it was only considered one component of a greater marketing mix. Now, Media Post is claiming that digital has proved itself as the hub of marketing, and that all spokes lead to it.

This probably has to do with its granular tracking capabilities (compared to the broad demographic strokes that broadcast models provide). It also helps that digital channels act like conductors for all other forms of media. No matter the other spokes of a marketing wheel, digital has and will continue to be the connecting link where marketers want to engage consumers. LBS and mobile marketing are just two of the examples of  digital disciplines that enable marketers to connect offline and digital activities.

Moving forward, this will only be more prevalent as marketers refine their marketing wheels to augment the strengths of digital channels.