Chances are, what you have is a collection of tactics that augment massive TV buying. Those days are quickly coming to an end. The line between digital and analog is blurring and will soon disappear.
The silos of creative, media and digital are no longer tenable, but the domains of creative account planning, communication strategy and technology have been sequestered in different agency structures, each operating in blissful ignorance of each other. That can’t go on.
I wrote previously about the difficulties of digital marketing strategy. Now I’d like to point the way towards some solutions. The challenges we face herald great opportunities. From neurobiology to behavioral economics, from the semantic web to HTML5, we have new powerful new tools at our disposal. Here’s how we can put them to good use.