Well, the call for a new Online Marketing Requirements doc to correct the Wrong Model, Dumb Money problem did not get much traction so far. So I’m thinking maybe you need a new Online Marketing Model first to hang the Requirements doc on. Fair enough.
Here’s the challenge: I don’t think there is a universal enough agreement on what online brings to the Marketing party. Sure, it gets explained in tons of ways, but for the most part these explanations are all Tactical stuff – do this, get that.
That’s not good enough, that’s too small, and it’s not unique to online. CEO’s and CMO’s are looking for the Strategy edge, and they are looking for ways Online is a “logical fit” into the Marketing Mix. What is online “for”, and perhaps more importantly, what can it do better than what we already have?
This is important because if you can get to this place, then you have leverage, then you have the ability to draw more money into Online Marketing / Analysis - because it is different.