If that is indeed the case, why are so many marketers in 2018 still happy to just dump text in a PDF and use offline and non-digital tools to produce online content?
A lot of the content being produced at the moment seems to display similar characteristics.
No interactivity, limited imagery and no intent to exploit psychological principles on how we process information as human beings.
The content doesn't involve a proper feedback loop aside from maybe clicks. How can you tell what people liked and didn't like? The content doesn't resonate and is poorly targeted due to a lack of understanding of the intended audience.
Outdated processes lead to higher costs and fragmentation.
All of the above symptoms lead to the creation of more disposable content fighting for attention and a waste of marketing resources.
The PDF was launched back in 1993 and hasn't evolved much since.
There are currently 2.5 trillion PDFs in circulation in the world.