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I think about marketing today in the online world, things
have really changed.
When I think back to the old days, direct marketing, direct
mail marketing, direct response
marketing, this is not new--
the ability to have very targeted messages and measure
everything and then refine those messages and meet your
customers in very effective ways.
What's changed now in the online world is the
measurement is more precise, that the cost of actually
creating your message is much lower, and so rather than
getting the catalog exactly right, the direct mail piece
really right, it's about getting your message out there
and measuring and iterating and that virtuous cycle.
And so the customers that I work with, the advertisers
that I see most successful have embraced a very different
way of thinking about marketing.
It's about getting out there.
It's about launching and iterating and measuring,
pruning what they're doing and driving great results for
their business.
And this is what I think is the magic of online marketing.
I'm incredibly excited about it, about the prospects, about
the results that our advertisers
are seeing from it.
And I think we're in the early days of it.