Beyond Digital

Snapchat, Instagram, collaborative campaigns - companies quickly lose track of the new marketing opportunities in the digital world. That's why they prefer to hire young, trendy advertising experts to set up small, cute campaigns for them. Kai Platschke, an experienced digital advertiser from the very beginning, is the wrong man for the job. He does not recommend small steps, but a radical rethink. In his book, he provides a casual outline of various experiences, case studies and views on the new marketing world. The core message is clear: build relationships with pre-defined customer groups in a considered and authentic way, whether using digital or non-digital means. However, the details and the common thread sometimes get lost among too many anecdotes, name-dropping and jargon. getAbstract recommends this book to marketing managers who are sceptical about digitalization.getAbstract rating: 5Implementability: 5Innovation level: 6Style: 5

Publisher: Haufe VerlagYear of publication: 2017Pages: 192ISBN: 9783648095935