Ready, fire, aim!
Until very recently almost all advertising was based on interruption. TV ads in the middle of programs, ads in magazines and billboards on the street. It was important for advertisers and marketers to get the message right first time as a campaign was costly to produce and implement and difficult to change once a commitment was made.
With the dawning of the internet and increasingly with web 2.0 this type of advertising is becoming unacceptable to the end user. The web audience is frequently choosing the content they wish to view and the marketing message is being carried in the content. As marketers this means we can act quickly and without the need to worry about making mistakes that can’t be altered… if we get it wrong, we can change it quickly.
One of the bets things about the Internet as a marketing tool is that you can measure success, or lack of it. You can create a page of content on your site and know its impact within a few hours, change things, measure again and gradually build a successful page. In the old world of marketing no such luxury existed, in fact it was and still is, difficult to measure the success of a traditional media campaign. Unless you’re directing viewers to a web page of course.
