So, if you don’t need to have technical knowledge, what do you need to have? I think you need to have an empathy with the digital world and an understanding of the possibilities the technology gives us, if not the actual mechanics. I’ve had many clients who simply refused to believe that real people had the time to customize sites, upload pictures, comment on blogs, post tweets, and so on.

As marketers, they spent their whole days in front of computers so that they couldn’t see that for someone who works outside of our little clique, actually coming home and getting an email about a YouTube clip or mucking about on Facebook is fun. It’s relaxing after a hard day’s work; it’s entertainment. I took some clients away for a day and forced them to make their own blogs. Yes, even a Luddite like me knows how to set up a blog – and that’s the point. Read more »

I have a confession to make. I have been a creative director for three different internationally admired digital agencies, won lots of awards and worked with the biggest brands in the world, and I couldn’t tell you what the difference between a JPEG and a GIF is.

I have spoken at conferences around the world and written for the most high-profile publications about digital and websites, but I wouldn’t know how to actually make a website if my life depended it. I also have a blog and write frequently about the future of digital marketing when, truth be told, I have no idea what is going to happen next. Read more »