Old habits die hard.
Take the out-dated and inefficient mass media model to advertising along with its corresponding mindset. No longer works. It hasn’t in years.
Or, the single-channel preference that so many direct marketers still insist on using in hopes that the results will return to the glory days of the 1970s and 1980s. Times have changed.
I must admit that I love all the experimentation that goes on with emerging media, not only in the United States, but everywhere else in the world. Business Week featured a story about Blogging in Japan and how AdButterfly treats advertisers and bloggers as equals, allowing marketers to pick blogs and bloggers choosing what gets posted.
The future of measurable marketing will be even brighter if we continue to test like this.
Grant A. Johnson
Johnson Direct LLC