How to think digital
In the late twentieth century, a billion trees were cut down, to make paper to print advertisements on. Two billion litres of oil were burned, to power televisions during commercial breaks. But the most horrific fact is that most of those trees and most of that oil was wasted. Because most of the ads never reached the right people. We cannot go on like this. There has to be a better way.
Analogue marketers, your career is over. A lot of people are terrified of digitisation. TV executives are wondering whether their stations have a future. Newspaper barons say their industry is 'in freefall'. 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 digitisation is bringing to marketing.
This book sets out our perspectives, observations and our insights. They are based on web analytics, user observation and hard, current data. You may of course choose to disagree with them. And stick with the analogue marketing principles you have grown up with. But those principles come from a world that no longer exists. And they were created to direct media choices that are no longer possible. So stick with them if you will. But you will be making the same choice that losing generals have been making for centuries. To march into the next war, intending to fight the last.
