Twenty years ago, if a nursery wanted to get parents through the door, it was a matter of word-of-mouth recommendations, advertising in the press, and maybe splashing out on a roadside banner once in a while. But the internet, and resulting growth of the worldwide web and social media, have changed the way we communicate for good.
Digital technology is just the latest step in the evolution of mass communication and selling. Think printing (1450s), radio advertising (1922), and the first TV advert (1941) – a grainy ten-second still for Bulova watches. But as well as being on the wrong side of history, not taking advantage of digital puts a business at risk of losing out to a savvier competitor.
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