Co-operation is vital to Internet

What is it about online media that stops marketers from passionately embracing new technology? Is it the size and quality of the audience? Is it the environment? Is it the cost? Well yes and no.

But above all, the day we stop talking about how it works and agree that it does work is the beginning of the future.

The rapid changes occurring in technology now will benefit all of us in the medium-term.

We need to be patient and embrace the original idea behind the Internet of “co-operation” by sharing information.

This will require a fundamental change in how most of us do business. But it is, I think, the most attractive and inspiring aspect of new technology and it is what will shape our marketing futures.

Jonathan Webb

Account director

Clark & Taylor

London SE1

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