Direct Marketing

The way in which marketing has split into conventional and digital has perhaps created two cultures which both have an enormous blind spot. I started my fort i still consider myself a direct marketer. It took me 15 or 20 years to say, actually, it's both and not either are. And one of my arguments is that if you purely base your competitive adv on technology, you can be outmanoeuvred in a fortnight. You know, all it takes is a change to the algaritm a new piece of legislation, you know, whatever it is - suddenly everything you thought you knew has changed.