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How did we make the move from traditional to digital marketing tools?

As technology has decreased in price, and with the development of the internet, digital marketing has offered easier, but not always cheaper, solutions. Plus, new technology has heralded changes in behaviour (see Chapter 2, The Digital Consumer), resulting in the decline of traditional marketing tools, as shown in Table 1.2.

The challenge is that not all generations have made that move, as we will explore in the next part.

Table 1.2