In a sequence from the film "Aladdin & The Magic Lamp" Aladdin has won riches and a kingdom, with the help of a genie who lives in an old oil lamp. An evil wizard dressed as a street vendor offers a new, shiny lamp in a free trade for the old one. To cut a long story short Aladdin was able to get his old friend back and make the world right again, but there was lots of damage done by the trade. Do not be fooled into thinking that the skills we "should" have had before are not relevant to the new, complex and shiny world of digital marketing. We can and often do far too easily jump to the new without fully appreciating the values of the old. Digital marketing worlds are like shiny new lamps.