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Chapter 1: Something's broken

Everybody knows traditional marketing isn't working so well but few really understand why. If we are going to embrace modern marketing, then why not start by understanding what's caused the wheels to fall off the old methods?

Those who do not remember the past are condemned to repeat it.

George Santayana


Traditional advertising and its many shortcomings

The internet may be responsible for changing the way we make purchases but that doesn't mean that doing the same online as we have always done offline is always going to work. Purchase decisions are...
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Modern purchase decision-making summed up

We took to the streets of Edinburgh to ask passers-by how they would go about buying a sofa today. The answers were much as we would expect: the internet, asking a friend, or visiting a shop. We b...

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Public relations the saviour?

If advertising isn’t working, is public relations the answer?  After all, people trust editorials much more than adverts.

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