21. “I NOTICE INCREASING RELUCTANCE ON
THE PART OF MARKETING EXECUTIVES TO
USE JUDGMENT; THEY ARE COMING TO
RELY TOO MUCH ON RESEARCH,
AND THEY USE IT AS A DRUNKARD USES A
LAMP POST FOR SUPPORT, RATHER THAN
FOR ILLUMINATION.”
– DAVILD OGILVY
30. “ASSUME THAT YOUR
PROFESSIONAL LIFE AND YOUR
PERSONAL LIFE WILL MERGE
ONLINE REGARDLESS OF YOUR
CARE IN SEPARATING THEM”
FROM THE LOS ANGELES TIMES SOCIAL MEDIA POLICY
38. “RATHER THAN ALLOW CAMPAIGNS TO BE
DRIVEN BY PAID MEDIA, MARKETERS MUST
NOW DEVELOP SCALE AND EXPERTISE IN
OWNED AND EARNED MEDIA TO DRIVE
EFFECTIVENESS, CULTIVATE CREATIVE IDEAS,
ASSESS CUSTOMER NEEDS, AND CUT
THROUGHT THE CLUTTER.”
ALTIMETER GROUP JULY 2012