Running with the Big Dogs takes the view point that the big dogs – TV, print, radio, etc – and the marketers that buy them are good at what they do. They deliver real value to customers and their place in marketers’ media mix is well-deserved today. Online advertising isn’t there yet – in part because the conceit bred of rapid growth and stunning ROI for online marketers has blinded us as an industry to the wisdom and experience of traditional marketers.
This blog is about online advertising, but it takes the view that online is still a puppy when it comes to finding its place in marketers’ integrated marketing and media strategy. To find and earn that place, we have to take a hard look at the wisdom, principles and big dogs of traditional media, as well as celebrating the successes of online advertising.
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