David Armano argues that "Digital Marketing Needs a Reboot." Read this excerpt from his recent contribution to Ad Age's Digital Next:
"Old habits die hard. While consumers are out there spending countless hours on social networks, file sharing applications, chat, community sites, buying stuff, selling stuff and using multiple devices, some of us tradigital old fogies are still reaching for our beloved toolbox of the past in the hopes of getting their attention. While online user behavior tells us that people respond well to simplicity, we labor to create complexity in the form of experimental navigation and sites that take forever to load. When YouTube arrived on the scene, we responded by putting our TV spots on them or -- better yet -- creating spots that looked like they were made by amateurs. Little did we know that the real action happens in the comments. Have we thought about talking back to people or are we really just interested in telling our stories?"