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  • December 10, 2018
Given the extraordinary focus on interaction and transactionality, the 21st century marketer can well be bemused and wonder what, or if any, role does branding have in a digital economy. This dilemma is not misplaced since the vast majority of literature, academic as well as general, on digital marketing is obsessively focused on 'conversion', often construed as a shorthand for sales.
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  • December 5, 2012
Advertisers who have discovered pay-per-click (PPC) advertising overnight become evangelists of ‘digital advertising’, virtuously declaring the control they have over their budgets and the ability to measure the ‘return on investment’ on their advertising spends.