Digital or traditional marketing? It’s my strategy in a box.

I just came across an interesting debate between web advertising vs. traditional forms on Search Engine Journal Clients will always want to measure results and pin-point what exactly is driving sales and who exactly is responsible for poor sales. It”™s human nature to dissect and put things in nice, neat little boxes. I mean, look at us: we live in boxes, we drive boxes around and we work in boxes that contain boxes within them that we call cubicles. So it”™s no wonder that we have the urge to put “traditional” advertising in one box and “digital” advertising in another. The problem is that we really don”™t know why traditional forms of advertising (like television commercials and billboards) work, but they do. If they didn”™t work you wouldn”™t see it everywhere you look. The act of putting things in nice neat little boxes extends far beyond analytics in some agencies. For example, if you walk into many of the larger, slower to move agencies you will find the “digitals” separated from the “traditionals” . Some agencies section off cubical space for interactive workers almost like they”™re cattle of a different breed. The opposite is true when you walk into many “digital” shops where they may section off some old-timers that have a background in traditional advertising just in case a client asks for a print ad or billboard. What I don”™t understand is why agencies can”™t make digital part of the everyday repertoire. Why can”™t we all make an effort to understand and utilize mediums like SEO and PPC campaigns just like we need to understand utilize the print, outdoor, radio and Super Bowl commercials. Why can”™t we all just get along?