In a cultural climate saturated by technology marketing professionals have focused their
energies on creating newer and more digital methods of advertising their brands with the fear
that if they don't embrace Big Data they will fade into obscurity. But Tom Doctoroff Asia CEO
for J. Walter Thompson argues that this frenzy over digital and social media has created a
schism in the marketing world that is hindering brands from attaining their true business
potential. The tension between traditional branding and the seemingly unlimited possibilities
presented by the advent of digital branding leads companies to abandon the tried and true
aspects of marketing for the flash of the new. In Twitter is Not a Strategy Doctoroff explains
why a strategy that truly integrates the two ideas is the best way for a brand to move into the
future. Using some of the biggest brand names in the world as examples such as Coca-Cola Nike
and Apple he breaks down the framework of marketing to explain how digital marketing can't
stand without the traditional foundation.
