Peter Booklah Author

Editorial Open Access

Why Industrial Age Marketing Doesn’t Work in a Digital Age

Author(s):

Peter Booklah

Let me ask you a question. When you want to find out some information or look for detail on a product or service, what’s the first thing you do? I guarantee that 99.9% of all people with access to broadband and a digital device like a phone, tablet or PC, will do their research online. Yet, what totally astounds me, is when I speak to business owners about their digital strategy, they look at me blankly or simply say ‘we have a website’. Just having a website is not a digital strategy; on its own, a website is about as much use as a chocolate fireguard. I’ll give you an example: If you take companies like Self ridges and Harrods, their main marketing space is their shop window. How often do they change their shop window and update their displays? The answer is ve... view more»

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