From the Periphery to the Core: As Online Strategy Becomes Overall Strategy, Marketing Organizations and Agencies Will Never Be the Same

David C. Edelman

Consumers today are spending more time online than with any other marketing channel. This fundamental shift in the mediascape is driving both how consumers engage with brands and how marketers understand and cater to their consumers.

From the Periphery to the Core: As Online Strategy Becomes Overall Strategy, Marketing Organizations and Agencies Will Never Be the Same

David C. EdelmanDigitas

In some respects, I feel funny writing an article about strategy for online advertising, because it seems as though we are at the point where online advertising is an obsolete term. The best marketing initiatives are rarely limited to online channels, and the best ideas marketers are exploring are really not advertising at all. As the peripheral activities that constituted online advertising morph and take over the core of a...

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