Mr. Young identifies that the purpose of the book is to discuss the impact of digital media on advertising and marketing and to provide a playbook for building a communication plan that supports and furthers your organization’s marketing efforts.
The book is written with three main ideas in mind:
- Communications planning must be strategic and holistic across platforms and channels.
- The book is based on what the media looks like today not an updated title with digital included as an afterthought or an “add-on”.
- To provide material to assist people who are responsible for brand strategies.
If you’ve spent your career involved in traditional advertising and had limited exposure to the online world and/or direct marketing this book might be the just the right start at helping one understand how the world has changed and where it is headed.
I found the book interesting and well written but ultimately not particularly eye opening given what I’ve been up to for the last three or four years.