[Continuing today's rethink marketing thread...] What consumes attention vs. what consumes advertising budgets

This is a very scary graph. Just look at the mismatch for Print and Mobile.

I do not anticipate Fortune 1000 companies changing their marketing investments one iota. At least not this year or next. Opinions at the very top of the companies are simply too entrenched.

With that reality in mind, I'm very strongly encouraging them to consider allocating 10% of their budget to persistent experimentation. My hope is that if they do that then the results will scare them towards the right direction (because graphs from outside, no matter how good, rarely do that).

Source: http://goo.gl/GP30Z
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