And Megatrends such as avalanches in slow motion: you would tear everything with and their consistency would have an average shelf-life of 30 to 50 years. Nevertheless, Lammoth it deems a fatal mistake, putting economic and advertising only on online and warns the TunnelBlick in marketing, at the front of sheer euphoria would forget that the world is both an online and an offline-hemisphere. The Internet is only the half reality a market with clear boundaries and the digital world. Of course you must react to changing shopping behavior and readjust their marketing budgets. But at the latest when the growth curves on the Internet had reached its zenith, was to ask whether all run the direction in which the question, really? Whether you talk not a trivialization of the impact of the word, when controllers would include only the advertising contacts in the Internet so easy to measure, and are so much cheaper than in traditional media? And if you do not a fallacy if Digitalvermarkter attracted with increasing discounts, while the price screw for print barely more to turn is? “In his rousing plea for cross-media, customer-centric marketing Lammoth pointed out that the glue to the customer must be taken up today much broader because the Internet is not sufficient to keep him on his heels: I see, those who neglect the offline dialog now will no longer retain their customers or inspire, but only be – can be trifled with.” Print is ideally suited as the St. Gallen Agency Chief, to establish intensive reference systems, to establish possible long-term interests between provider and customer in addition to the elusiveness of online media. Is necessary especially when high-priced products, where it was first and foremost on content and less on functionalities and the motto should be: Know any faster, but intense experience. It was a fatal mistake to place print on the Katzentisch of advertising.