The end of dumb digital marketing

Ben Wood

This article argues that a good amount of digital advertising is fundamentally flawed, fuelled by incorrect assumptions and a lack of focus on consumer experience, and that the science of programmatic should be combined with art to realise digital's potential.

The end of dumb digital marketing

Ben WoodiProspect

While technology and optimisation algorithms are important – even essential – within digital media management, those brands and agencies that win will be those best able to embrace all the science and also combine it with all the art – that intangible magic that only people can bring.

This article is from the 50th anniversary issue of Admap, which looks ahead to the future of brand communications.All Admap articles are available exclusively on Warc.

Some of us may be old enough to remember the Ratner Group, run by...

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