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Marketing To People Not TV Sets or Pages
For the past 50 years, advertisers have been running ads against TV sets and pages in newspapers and magazines, not actually the people they want to reach. Why? Because they had no other way to buy advertising. That's changing. The revolution we are in the midst of is about marketing to people, because digital technology can allow marketers to reach people, not TV sets or pages.
Jeff Jarvis has a great post on this subject today.
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Posted March 10, 2004 in Venture Capital and TechnologyComments
What the web brought to the advertising equation was accountability... When I buy media, it's not about how much traffic the driver gets. It's about what kind of people they can deliver to the location of my choice, in what quantity, and when, for how much- and this is important- GUARANTEED.
It was only a matter of time before the big advertisers starting asking the same from their traditional media. "It's not what you can do, it's what you can do for me."
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Posted by: Desree Roten | Sep 23, 2004 7:08:40 PM
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