“

Looking forward to a creative digital future

looking forWarD To a CreaTive DigiTal fuTure

‘Genesis and Revelations, the next generation

will be... hear me.’

Police and Thieves (originally Junior Murvin, mastered by The Clash)

Creativity dictates our future. The power to imagine through storytelling can

unlock global change as well as filling the coffers of brave digital marketers

everywhere by pushing the boundaries of what we understand to be the

norm. If this book has taught us anything it is this: that nobody knows the

boundaries, nobody knows just how far we can go in the future with digital

marketing. All we now know is that the rules change on a continual basis,

standards of excellence are breached daily and the future looks bright.

One of the many problems we now have of course is defining ‘what is digital?’

In fact we would suggest we are now beyond the point of ‘reasonable distinc-

tion’. Instead perhaps we can just move up a gear, and assume all marketing

is digital, as it’s hard to think of a single reason why an advertiser wouldn’t

deploy at least one digital aspect within a campaign. That’s simply because

we can all safely accept today that at least some of our audience is going to

want to engage with us online.

This chapter is going to summarize the book. We are trying to knit some

themes together, analyse what is actually going on and present it to you in a

reasonably intelligent manner. We are also going to make some predictions

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