Digital Directions: The New Marketing Framework
Are you rethinking marketing's strategic role in today's shifting publishing landscape? You should be.
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The Need for Change
The digital transformation of the publishing landscape demands a fundamental rethinking of marketing's strategic role, and the methods by which it achieves its goals. Otherwise, its value will become increasingly nebulous, notwithstanding an increased level of activity.
The axiom is old but true: In order for digital media initiatives to be most effective, they must fully exploit unique "digital" characteristics. This is as true for marketing as it is for product development. Putting a PDF of a print catalog online just doesn't cut it anymore.
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- People:
- Andrew Brenneman
- Ted Hill
Andrew Brenneman
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