ALEX CAMPBELL'S TUMBLELOG

Online is a relationship platform, not a direct sales platform. It might be an easy platform to measure, but creating the illusion that most products can be sold through a display ad is at its very least misleading.

As the New York Times writes; more and more business models are focusing on subscriptions rather than single sales. And as more and more products are becoming inherently similar, the unique offering of one business has to come through unique experiences offered through its marketing, rather than the product alone.

The question is: Where can we grow our most important customers? This is the single most important future role of the connected platforms.