Boil it Down!
At least one audience member here at OMMA Behavioral Targeting suggested there should be some boiling down. "Where are the anecdotes?" And I whispered back, "Yes, some simple pictures would be nice."
Jarvis Mak, V US director for esearch and insights at Media Contacts put it into perspective. "There's a great cartoon in which Dilbert creates a twenty-page report and gives it to his boss, who trims it down to a page. And gives it to his boss, who trims it down to three bullet points, who gives it to his boss who trims it down to one bullet point. I think it's a pefect analogy of what we are talking about when it comes down to digital media. in terms of thinking about all those things, branding, behavioural, educating clients on social marketing, video or what have you. Our clients are absorbing all this stuff and it's a lot for them to think about, such as search versus behaviorall. But it comes down to ... reaching target and delivering message that will resonate with them." That's the bullet point.
KARL GREENBERG
Karl Greenberg writes about automotive, consumer-packaged-goods, sports, and travel marketing for “Marketing Daily.” Prior to this, he was the automotive editor at “Brandweek” magazine, where he covered marketing about companies making anything with a motor. He was also Internet ad technology reporter for the short-lived “Adweek IQ.” Karl started his career covering the petrochemical commodities market for “The Chemical Market Reporter.” In his other life, Karl is a humorist, playwright, musician, actor, and somewhat guilty fan of boxing. Reach him here.
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