One of the points that Russell makes in his post is that, in their case, the product is the service is the marketing: the product (a government service) is the service (the delivery and usage of that service) is the marketing (the clear communication to the target audience of the benefits of that service). The tying together of those three different items – product, service, marketing, and how GDS have achieved that aim, has implications as to why good integrated (and so digital) advertising is so difficult to achieve.
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via medium.com (thx @netlash)