The Internet has only really been around for the masses since Microsoft brought us Windows 95 and the ever-present Internet Explorer. But over 15 years on, digital and digital marketing still remains a bolt on for many businesses that should really know better.

I’m always amazed when strong marketers tell me their marketing director (not HR or finance director) doesn’t know anything about digital or ‘The Web.’ This leaves the marketing managers or their assistants to direct any digital impact the firm achieves.

I mean, where the hell have they been for the past decade and a half, writing Yellow Pages ads?

This digital-is-an-extra-component mindset is the equivalent to the outdoor toilet. For decades the home toilet lived in the back garden. It was an outhouse; an extra to the main building. Of course, modernisation took place and toilets thankfully now live a lot closer to the bedroom.

Directors who think marketing is a whole load of ‘stuff’ plus a bit of digital on the side are dinosaurs. There’s a sea change coming thanks to digital TV and smartphones that beggars belief compared to what we have today, and these dinosaurs need to get on the bandwagon.

Not seeing digital as an integral part of your marketing and communications is as antiquated as an outdoor loo. Quaint, but terribly ineffective for all concerned.