HOW TO
THINK
DIGITAL
have a future.
Newspaper barons say their industry is \u2018in freefall\u2019.
A generation of advertising executives are sensing that
their career is in the toilet.
At Wunderman though, we have no such concerns.
We have a very clear appreciation of what digitization
and hard, current data.
You may of course choose to disagree with them.
And stick with the analog marketing principles you
tel: +44 20 7611 6425
ISBN 978-0-9557574-0-2
The electronic version of this document is
But the most horrific fact is that most of those trees and most of that oil was wasted.
reached the right people.
We cannot go on like this.
There has to be a better way.
But that\u2019s because the concept of marketing was first coined in 1960 to explain the effects of cheap, mass television.
Marketers didn\u2019t select TV as their medium of choice. Marketing was invented to explain the effects of cheap TV.(page 9)
1. Most analog marketing hits the wrong people, or the right people at the wrong time. Digital is more efficient and more impactful because it can hit
2. There are many digital media. But the most powerful is digitally enhanced word of mouth. Use it with care though \u2013 you can\u2019t use it tobuy your way to success. (page 21)
3. In the analog era, marketing was about getting people tothink things so they mightdo things. Digital media are interactive, so now it\u2019s the other
no longer possible.
So to stick with them if you will.
But you will be making the same choice that losing
4. There\u2019s no point using really smart search marketing if you don\u2019t spend as much time thinking about what happens after the click. (page 31)
6.Most marketers are dataphobes. And with good reason. Digital data streams can paralyze marketing departments unless they are handled expertly.So handle data with care. (page 40)
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