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The Irony Of Digital

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I’ve been obsessed with the concept of Online-to-Offline (O2O) for a while now. In fact, I just finished up a new white paper that adds another “O” into the equation, bringing customers back online for more interaction (PS – the paper will be released soon, but first to my email insights subscribers. Sign up HERE.) Digiday recently asked agency executives what brands they look up to the most in the digital space. Not surprisingly, Nike topped the charts. But what I really appreciated was the underlying nod to offline engagement I saw in the quotes from those execs:

“Nike. They embraced how digital can create entirely new business models for them while simultaneously enhancing their offline business.”—Kenny Tomlin, CEO, Rockfish

“Nike. They’ve lowered their traditional ad spend by 40 percent over the last few years while at the same time spending more on marketing. Innovation is in their DNA. They not only make remarkable and inspirational content but also put a huge emphasis on digital product and customer experience.”—Winston Binch, chief digital officer, Deutsch LA

It’s always interesting (and very exciting) to see digital marketing analyzed in the framework of offline experiences.


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Growth obsessed startup co-founder (MusicBox) and strategist-for-hire.

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