The Art of Digital Marketing: The Definitive Guide to Creating Strategic, Targeted, and Measurable Online Campaigns

crèche—a nursery school

The Internet enables us to learn from market reality by looking at what people actually do online.

Market reality provides a sounder basis than market research for making crucial business decisions

All the great leaps forward in digital technologies have been characterized by one thing—they have given you and me more control over our lives.

However, when conducting market research, especially surveys, we need to take one key factor into account—people lie!

Successful digital campaigns share a range of characteristics, but campaigns that fail all have one thing in common: They don't acknowledge the empowered and informed consumer.

With these advances in communication and web technology, the walls have fallen not only between a company and its customer but between fellow customers, who can publicly share their experiences—the good, the bad, and the ugly!