For the last 50 years or so, marketing has been a one-trick pony. Olgilvy, Mather , Young, Rubicam , Saatchi (and Saatchi) , and all the rest built their reputations on having great advertising campaigns. But that model breaks down on the Internet. The Internet provides a greater wealth of feedback, more inventory than other media, and response times measured in milliseconds, as opposed to days. Marketing online has more to do with economics ( Schumpeter would be proud) than it does with advertising. Creative destruction --where one thing is replaced by another, often at a frenzied pace--is how online advertising works best. The brain, of course, also creatively destructs. You see this best with short-term memories, as new ideas pop into your head only to wipe away the old. In economics, online advertising and the brain, only the fittest survive. One of my companies-- The Search Agency --has become one of the largest online advertising firms by f...
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