Marketing In The New Normal

Is marketing in the new normal easy?  In a word, no.

When I started my marketing career in 1981 at Y&R in nyc I remember what media planning was like.  In those days we had a “computer room” where we all had to go (b/c we did not have computers on our desks) and “run the numbers”.  That was, keep running reach and frequency reports till the cows came home and/or you finally discovered the optimal mix (theoretically) of media to maximize your reach, frequency and effective reach.

Remember effective reach?  How many times you clobbered your prospect over the head with your message till you thought it finally registered?  Well, 28 years later the customer somehow got control.  And they do not like getting interrupted very much. They like to learn about new products and services that might fit their needs, but they want those messages delivered to them when they are seeking answers…by people they trust and know. Read more