Here is a white paper on “digital utility” from Hub Magazine (pdf) or (text). The gist is: stop thinking of digital advertising as another way to deliver messages with a particular reach and frequency, but to provide something with valuable utility to your customers.
You won’t find anything technical within; if you need help convincing a C-level executive to get behind your digital plans, drop this on his or her desk.
It’s written by Michael Dennelly – my former boss / still friend and mentor – and I agree with his sentiments.