If you are a marketing person today, nobody cares about your “offline” skills. Everybody wants a digital marketer. Yet eCommerce currently makes up only 10% of all retail sales.
Some companies like Procter & Gamble are starting to figure out the disconnect and in fact in the last year P&G cut $200 million from its digital spend. Reasons stated are lack of measurement tools and “brand safety” (Tide Pod for lunch anyone?).