Advertising in the Digital Age

Courting clients in the online era requires tact, tech savvy, and patienceOne of the finest marketing books ever written is Scientific Advertising by Claude C. Hopkins. In fact, the late David Ogilvy, head of the advertising agency Ogilvy & Mather—and himself no slouch when it came to writing about effective marketing—insisted every new employee read it seven times before being let loose on a client.Ogilvy’s comments were made during the 1960s, some 40 years after the book was written, proving that effective marketing had changed very little in half a century. While Hopkins would have trouble recognizing the media through which his lessons are disseminated, they continue to ring true.So what’s new? A lot! Here’s a rundown of the key changes impacting retail marketing in the years to come:1. Inbound versus outbound. ­Traditional media such as newspapers, radio, and televisi

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