As a variety of digital-business models emerge – from direct-to-consumer brands to monthly subscriptions and social commerce – the importance of traditional advertising has been dismissed by many online enterprises.
“I think a lot of people, particularly in the world of tech and digital, have questioned the whole idea of whether you need to advertise at all,” proposed Les Binet, head/effectiveness at London-based agency adam&eveDDB.
Few people are as well placed to assess this claim as Binet, who, along with marketing consultant Peter Field, has authored several publications taking a numerically-driven...