Can the digital world teach old marketers new tricks?

Antony Young, president of Optimedia U.S. and co-author of Profitable Marketing Communications: A Guide to Marketing Return on Investment, believes that traditional marketing is in urgent need of modernisation, and can learn a lot from digital marketers.

Can the digital world teach old marketers new tricks?

Antony Young

There is much talk these days about the need to leverage digital more widely into companies' marketing programmes. Marketers are streamlining their organisations to integrate their e-commerce or interactive marketing teams with the rest of the marketing department. Agencies are acquiring digital specialist agencies or building up their in-house digital divisions. And the likes of Google, Yahoo! and MSN are licking their lips in anticipation of further record revenue growth as online advertising budgets overtake national newspapers in importance (1).

The world's got digital fever and the industry is...

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