Monthly Archives: September 2008

New Online Marketing Model First?

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.

  Continue reading New Online Marketing Model First?

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No Requirements Doc for Online Marketing?

Trying to figure out why Online Marketing and the Technology that supports it keeps Repeating Past mistakes, I arrived at the conclusion Technology and Marketing shared the blame by using the Wrong Model and spending Dumb Money, respectively. 

But I was not satisfied with that conclusion either, still seemed not to be Root Cause – I still had to ask, why?

Why, with all the smart people around the industry, all the brilliant technology innovation, do we have the Wrong Model / Dumb Money problem?  Why does Online continue to mimic an inferior Offline model, instead of creating a new one, unique to itself?

Then it hits me.  No requirements doc.  So simple.

Continue reading No Requirements Doc for Online Marketing?

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