There is a new and compelling opportunity to create one-to one personalized messaging that can be aimed at the mass of consumers that are further up the purchase funnel, in the awareness and consideration stages.
Presented by Rob Watt, Managing Partner of Razorfish during iStrategy London 2010
2. Where’s my jetpack?
“The old paradigm, a system of mass production, mass media, and mass
marketing, is being replaced by a totally new paradigm, a one-to-one
economic system”
Don Peppers & Martha Rogers – The One to One Future
When I started planning online advertising campaigns in 1997, it was all very simple. It was a DR dream, it was pretty easy to run a successful campaign that drove sales at a significantly better ROI than other channels just by a “spray & pray” scattergun display approach. All was good for 5/6 years through the dot com boom and bust, then things started to get a bit more complicated…