 Front cover | |
| Author | Josh Sklar |
|---|---|
| Language | English |
| Published | July 7, 2014 (paperback) |
| Publisher | Heresy Press |
| Pages | 562 (paperback) [1] |
| ISBN | 978-0692226858 |
Digital Doesn't Matter (And Other Advertising Heresies) is a book by Josh Sklar about the past, present, and future of the advertising industry with a focus on the effect digital is having on it. The book was released in paperback form by Heresy Press on July 7, 2014. According to the author, its title is meant to be ironic. [2]
Josh Sklar's Digital Doesn't Matter is a 562-page book that describes how digital content has become ubiquitous, and how the medium of delivery should not be treated as an obstacle for advertisers. [3] Sklar and his former colleague John Lambie wrote the book as both an interactive and a conventional stand-alone work. [4]
Digital Doesn't Matter features a foreword by American advertising executive Jeff Goodby; additional contributors include Valerie Cheng, Jeff Cheong, Jon Cook, Steve Elrick, Andy Greenaway, Chris Kyme, Sean Lam, Ken Mandel, Craig Mapleston, Peter Moss, Jim Speelmon, and Joe Zandstra. [5] It is the result of more than 1,200 transcribed pages from over 100 interviews with branding and marketing professionals. [3] [4]
The book is split into four parts: "The Good Old Days", "Things Fall Apart", "Digital Takes Over", and "The Future of Advertising". The first part takes on a nostalgic tone and describes how chief executive officers and creative directors created their first websites in the 1990s. [3] The second part focuses on work processes, advances and changes in the advertising industry, and how to "reboot" the agency process. The third gives advice on how to be successful in a digital world. [3] The fourth part says that the current model is detrimental to the industry and recommends alternatives. [3]
Sklar has said of the book's concept, "It's about the transformation of traditional agencies and marketers and the fact that most agencies have been very slow about embracing it. There's been a lot of fear and a lot of confusion. So focus is about getting the insights of people from all over the world to portray the actual situation. What we found is agencies that had not turned to digital have not earned their clients' trust." [6]
Sklar and Lambie launched a Kickstarter campaign called "Digital Doesn't Matter: Reinventing the Advertising Industry" on January 21, 2013 to raise money to create an iPad app and to self-publish the book on Amazon.com in both digital and hardcover formats. [4] [7] In February 2013, Silicon Hills News reported that the duo were almost half-way to their $30,000 goal with 152 contributors and 24 days remaining. [4] The campaign was ultimately successful, with 341 backers pledging $36,940. [7]
Communication Arts called the book a "compendium of brutally honest, provocative insights that are, at times, pure heresy" and included it as "recommended reading" in their "Advertising Annual" for 2014. [8]
Laura Lorek of Silicon Hills News described the project as "a lasting platform that can be updated and changed with the focus on what went wrong with the advertising industry and ideas on how to fix it". [4] Farah Siru of Marketing Magazine called the book "an ironic compilation of opinions and insights from some of the best admen in the business, presented in a linear storyline". [3]
Allein Moore of AdAsia compared Sklar's work in digital advertising to James Lee's (pseudonym for Jim Aitchison) work in television, print, and radio advertising. He wrote, "Bearing in mind the speed of development across the digital platforms, this book may not be relevant for too many years but right now, it is a 'must read' for both clients and agency people." [5]
Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea. Sponsors of advertising are typically businesses wishing to promote their products or services. Advertising is differentiated from public relations in that an advertiser pays for and has control over the message. It differs from personal selling in that the message is non-personal, i.e., not directed to a particular individual. Advertising is communicated through various mass media, including traditional media such as newspapers, magazines, television, radio, outdoor advertising or direct mail; and new media such as search results, blogs, social media, websites or text messages. The actual presentation of the message in a medium is referred to as an advertisement: advert or ad for short.
Analytics is the systematic computational analysis of data or statistics. It is used for the discovery, interpretation, and communication of meaningful patterns in data. It also entails applying data patterns towards effective decision making. It can be valuable in areas rich with recorded information; analytics relies on the simultaneous application of statistics, computer programming and operations research to quantify performance.
WPP plc is a British multinational communications, advertising, public relations, technology, and commerce holding company headquartered in London, England. It is considered the world's largest advertising company, as of 2019. WPP plc owns many companies, which includes advertising, public relations, media, and market research networks such as AKQA, BCW, Essence Global, Finsbury, Grey, Hill+Knowlton Strategies, Mindshare, Ogilvy, Wavemaker, Wunderman Thompson, and VMLY&R. It is one of the "Big Four" agency companies, alongside Publicis, Interpublic Group of Companies and Omnicom. WPP has a primary listing on the London Stock Exchange and is a constituent of the FTSE 100 Index. It has a secondary listing on the New York Stock Exchange.
Ogilvy is a New York City-based British advertising, marketing, and public relations agency. It was founded in 1850 by Edmund Mather as a London-based agency. In 1964, the firm became known as Ogilvy & Mather after merging with a New York City agency that was founded in 1948 by David Ogilvy. The agency is now part of the WPP Group, one of the largest advertising and public relations companies in the world. The company provides services in six areas: brand strategy, advertising, customer engagement and commerce, public relations and influence, digital transformation, and partnerships. The company's strategy division OgilvyRED became Ogilvy Consulting.
Copywriting is the act or occupation of writing text for the purpose of advertising or other forms of marketing. The product, called copy or sales copy, is written content that aims to increase brand awareness and ultimately persuade a person or group to take a particular action.
The Interpublic Group of Companies, Inc. (IPG) is an American publicly traded advertising company. The company consists of five major networks: FCB, IPG Mediabrands, McCann Worldgroup, MullenLowe Group, and Marketing Specialists, as well as a number of independent specialty agencies in the areas of public relations, sports marketing, talent representation, and healthcare. It is one of the "Big Four" agency companies, alongside WPP, Publicis and Omnicom. Phillippe Krakowsky became the company's CEO on January 1, 2021.
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Marketing Week is a business magazine and website focused on the marketing industry in the UK, based in London.
Digital marketing is the component of marketing that utilizes internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s, changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly use digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones, callback, and on-hold mobile ring tones. The extension to non-Internet channels differentiates digital marketing from online marketing.
Brian Solis is a digital analyst, speaker and author. He is a principal analyst studying disruptive technology and its impact on business at Altimeter Group, a research firm acquired by global brand management consultancy Prophet in 2015. Solis publishes annual industry reports that track technology and business trends and offer change management direction to companies. The author of several books discussing digital marketing, evolving business models, customer experience and brand innovation, Solis shares his research and insights as a frequent keynote speaker at technology, business and creativity events. His work is credited with influencing the early digital and social marketing landscape. Most notably, he is known for developing the Conversation Prism, “a visual map of the social media landscape,” in 2008 and revising/re-releasing it again in 2013.
Digital branding is a brand management technique that uses a combination of internet branding and digital marketing, online marketing to develop a brand over a range of digital venues, including internet-based relationships, device-based applications or media content. It has emerged strongly over the last decade along with its roots from direct marketing.
Adland is a website focusing on the advertising industry and an Internet archive of commercials. Adland incorporates advertising news, critical commentary on ads and the advertising industry, and archives of ads and ad campaigns, concentrating on television advertisements. In 2003, Variety described Adland as a "center for ad-related news and discussion." The website also hosts ads which have been banned or censored elsewhere. Adland is headquartered in Malta, though coverage is international. Adland also has a Twitter presence with nearly 150,000 followers. On September 19, 2019, the website completely moved out of web server host Vultr due to a copyright infringement situation regarding a Bridgestone commercial. Since January 2020, the website is currently active again with a completely different web server host.
Andrea "Andy" Cunningham is an American strategic marketing and communications entrepreneur. She helped launch the Apple Macintosh in 1984 as a part of Regis McKenna, and founded Cunningham Communication, Inc. She is currently the President of Cunningham Collective, a brand strategy, marketing, and communications firm. Her book, Get to Aha! Discover Your Positioning DNA and Dominate Your Competition was published in October 2017.
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Stanley "Stan" Rapp is widely acknowledged for his contributions to the field of marketing and advertising. Together with his then-partner, Tom Collins, he co-founded and served as Chief Executive Officer of Rapp Collins Worldwide, for 23 years.
Florian Brody is an Austrian/American digital media creator, inventor, writer, public speaker, academic, and global business consultant. He is best known for his contributions to the invention and development of Expanded Books, an early form of E-books, at the Voyager Company, and for his writings and public speaking about digital media innovation and marketing, including TEDx talks in Austria, as well as his 1999 essay "The Medium is the Memory," originally published in MIT Press's The Digital Dialectic: New Essays on New Media, edited by Peter Lunenfeld. Brody serves as principal at The Halo Agency, which supports European start-up businesses looking to enter the US market.
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