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Digital Stone Age: How the World's Most Successful Advertisers Use Traditional Thinking and Innovation to Drive Growth

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Marketers often suffer from the misconception that to create effective advertising they must either become a modern, fully digital marketer, or double down on traditional marketing channels from the past. But is this type of black and white thinking really what drives extraordinary brand growth? In a smart, easy to read guide, Bill Durrant proves that to create the most eff Marketers often suffer from the misconception that to create effective advertising they must either become a modern, fully digital marketer, or double down on traditional marketing channels from the past. But is this type of black and white thinking really what drives extraordinary brand growth? In a smart, easy to read guide, Bill Durrant proves that to create the most effective advertising in the 20’s, the secret is balance. We are living in a rare inflection point in how media and advertising are consumed: The Digital Stone Age. In Digital Stone Age, you will: • Learn why right now is a golden age in advertising effectiveness • Uncover the Six Stories modern marketers tell themselves, and the truth behind them that the world’s smartest advertisers know • Find the motivation behind many 100% “traditional” and 100% “digital” advertisers, and why both are leaving money on the table • Create an argument for advertising that even the most marketing-averse board can get behind • Become the confident voice your brand needs to cut through the marketing hype and focus on advertising that works


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Marketers often suffer from the misconception that to create effective advertising they must either become a modern, fully digital marketer, or double down on traditional marketing channels from the past. But is this type of black and white thinking really what drives extraordinary brand growth? In a smart, easy to read guide, Bill Durrant proves that to create the most eff Marketers often suffer from the misconception that to create effective advertising they must either become a modern, fully digital marketer, or double down on traditional marketing channels from the past. But is this type of black and white thinking really what drives extraordinary brand growth? In a smart, easy to read guide, Bill Durrant proves that to create the most effective advertising in the 20’s, the secret is balance. We are living in a rare inflection point in how media and advertising are consumed: The Digital Stone Age. In Digital Stone Age, you will: • Learn why right now is a golden age in advertising effectiveness • Uncover the Six Stories modern marketers tell themselves, and the truth behind them that the world’s smartest advertisers know • Find the motivation behind many 100% “traditional” and 100% “digital” advertisers, and why both are leaving money on the table • Create an argument for advertising that even the most marketing-averse board can get behind • Become the confident voice your brand needs to cut through the marketing hype and focus on advertising that works

12 review for Digital Stone Age: How the World's Most Successful Advertisers Use Traditional Thinking and Innovation to Drive Growth

  1. 5 out of 5

    Brad

    “Digital Stone Age” is a must for any marketer regardless of how long they’ve been in the business. The author offers tangible actions and real-life examples to help you sift through today’s bold, click-bait proclamations about advertising, and instead help you realize that there is still room for a nuanced, holistic approach to be had, using channels we’ve been told are a waste of time and money (hello, TV and radio). In short, one channel does not a marketing campaign make. Like fad diets and “Digital Stone Age” is a must for any marketer regardless of how long they’ve been in the business. The author offers tangible actions and real-life examples to help you sift through today’s bold, click-bait proclamations about advertising, and instead help you realize that there is still room for a nuanced, holistic approach to be had, using channels we’ve been told are a waste of time and money (hello, TV and radio). In short, one channel does not a marketing campaign make. Like fad diets and trendy superfoods, digital may be the hot channel, but it’s wise to remember that it’s just one piece of a much larger puzzle where there is still room for “traditional” marketing channels. The author does a superb job distilling how digital can (and should) be but one component of a much a more robust campaign that is driven by message and not channel alone. We are cautioned against relying on single sources of marketing and reliance upon short-term tactics, which provide deceptive ROI gains, but ignore the essential need to build one’s brand, which comes from long-term investment and strategy. Further, the author uses real-life examples of brands we typically think of as solely using digital to market, which have in fact found renewed success by investing in “traditional” media despite the headlines that TV, radio, and outdoor advertising sources are dead. Think Casper, Peloton, and Chewy.com. What we’re given is a well-researched, easily consumable narrative that is interesting, entertaining, implementable.

  2. 5 out of 5

    Kyle Young

    Durrant's analysis and guidance for today's marketer are refreshingly truthful and helpful. Grounded in references and data, the perspective walks us through the puzzles many brands and teams face today when planning media and creative to deliver growth. Having worked for both large/established CPG clients and more agile "DTC" startup, Bill Durant's team at Exverus has deep insights and experiences that are readily and transparently shared throughout the book. Digital Stone Age helps the reader Durrant's analysis and guidance for today's marketer are refreshingly truthful and helpful. Grounded in references and data, the perspective walks us through the puzzles many brands and teams face today when planning media and creative to deliver growth. Having worked for both large/established CPG clients and more agile "DTC" startup, Bill Durant's team at Exverus has deep insights and experiences that are readily and transparently shared throughout the book. Digital Stone Age helps the reader understand why planning your marketing strategy across multiple channels, including "Stone Age" channels like TV and radio, mixed with "Digital" ones like social and lower funnel, deliver the best results to achieve sales performance. Harkening back to books like "How Brands Grow" by Byron Sharp, Durrant, 10 years later, provides a similar but fresher and more accessible perspective for today's modern marketing challenges. It's a quick and easily digestible read that I would recommend for anyone needing a fresh and honest perspective on how to leverage the overwhelming advertising opportunities available today.

  3. 5 out of 5

    Andrea

    A very educational read! Marketing has become a complicated space and Bill helps remind us the strength of each media channel and how each play an important role in the advertising space. He’s able to challenge the current beliefs that “traditional media” is dying and offers concrete examples and strategies that are actionable right now to achieve the one goal of advertising – connecting with your target consumer. We rarely get this kind of knowledge and insight from someone with so much industr A very educational read! Marketing has become a complicated space and Bill helps remind us the strength of each media channel and how each play an important role in the advertising space. He’s able to challenge the current beliefs that “traditional media” is dying and offers concrete examples and strategies that are actionable right now to achieve the one goal of advertising – connecting with your target consumer. We rarely get this kind of knowledge and insight from someone with so much industry and award winning experience so if you’re someone who likes to stay at the top of your game, this is a must read.

  4. 5 out of 5

    Heather Reinhardt

    Bill does an incredible job explaining how to blend the tried and true methods of traditional advertising in today's social media-driven world. As someone who is a first-time entrepreneur, I am always looking for solid advice on where my advertising dollars would be best served. After reading Digital Stone Age, I now have new information to apply to my small business and will most certainly use this book as a reference for the future needs of my growing business. Bill does an incredible job explaining how to blend the tried and true methods of traditional advertising in today's social media-driven world. As someone who is a first-time entrepreneur, I am always looking for solid advice on where my advertising dollars would be best served. After reading Digital Stone Age, I now have new information to apply to my small business and will most certainly use this book as a reference for the future needs of my growing business.

  5. 5 out of 5

    Yuri Franco

  6. 5 out of 5

    Patrick Silveira

  7. 4 out of 5

    Spencer Kashmanian

  8. 4 out of 5

    Felipe Fuentes

  9. 4 out of 5

    William John Durrant

  10. 5 out of 5

    Frank Lee

  11. 5 out of 5

    James

  12. 5 out of 5

    Rodrigo Molina

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