Norm Johnston’s Adaptive Marketing (buy it here...and now!) successfully articulates the impact of the digital age on the velocity of marketing. Marketing has changed. For generations strategies were conceived, messages were created and delivered in just a few channels, and marketers and agencies alike waited. They waited for tracking studies to illuminate levels of awareness and preference and waited longer still to receive the orders that told them to start the line and deliver more of their product to customers. Periods of minimal illumination stretched between phases, and marketers were largely impotent in reacting to threats or opportunities with new messaging, altered weight, timing, or location of delivery.m
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