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DAVID BALTER: We're beyond experimentation.
So I think a brand has to use the platforms that are as
broad and big that gets to their consumers.
Google, Facebook, Twitter, whatever it is wherever their
consumer's playing.
And basically tap into them not on an experimental basis,
but in a true engagement basis.
So you're actually witnessing, at this very moment in 2009,
the year where that shift from six months goes, I'm
experimenting.
God, we got a play.
Maybe, maybe not.
You go into a room now with a brand marketer and they're
like, we have a strategy that we're deploying.
Right?
It's not, I'm going to try it.
It's, I'm deploying a strategy.
Now it may be wrong.
But it's no longer, we're going to get a little piece of
this, little crumb of a budget over here and
throw it over here.
We're actually going to play this game, because it's what's
happening and what's changed.
Yeah, the traditional stuff still works on a very
different level.
But this is not an experiment.
This is not a fad.
This is where the world's going.
One president of a big CBG company said to us, the media
world shattered and it is never getting put together the
same way again.
And that is the case.
So there is no experimentation.
People have to play here.