Why Twitter – or WeChat – is not a strategy – Tom Doctoroff

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Tom Doctoroff

Tom Doctoroff

Branding guru Tom Doctoroff takes on the social media hype in his latest book Twitter is Not a Strategy: Rediscovering the Art of Brand Marketing. Digital tools and big data have taken over old-style marketing, and Tom Doctoroff pleads for a end to the schism.

From the press release of publisher Palgrave:

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 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 this informative new book, 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.

And at Forbes David Slocum recommends his book:

Tom Doctoroff, Twitter Is Not a Strategy: Remastering the Art of Brand Marketing (Palgrave MacMillan, November 11) The Asia CEO of the J. Walter Thompson advertising agency, Doctoroff uses characteristic wit and decades of experience to take on the twin hypes of digital media and the China market and to offer insightful principles for successful customer engagement and integrated brand marketing.
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