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JEFFREY COLE: What's changing, I think, all of the different
landscape in marketing, is uncertainty.
Marketing used to be easy.
For almost any company, unless they had some very specialized
good or service, marketing was television.
60%, 70%, 80% of the budget went into television.
And a little bit went into print, and maybe some other
places like radio or direct mail.
It was pretty easy.
And also it was relatively hands-off.
The biggest risk in marketing was your campaign didn't work,
and then you'd figure out why.
Now, every rule has changed.
Now you have to really get involved with your customers.
They want to have a relationship with you.
They want to tell you what they like.
More often, they want to tell you what they don't like.
They're harder to reach.
The prime demographic that advertisers have always wanted
to reach since the beginning, the belief that you really
want to hit somebody when they're 18 to 34, because
that's when they adopt your products and keep using them
the rest of your life.
I'm not sure I agree with that.
But that prime demographic, the television audiences, the
television producers want to reach, that advertisers want
to reach, is now exceedingly hard to reach.
You can't reach them as much through television.
You're reaching them in a whole variety of new methods.
So marketers, I think, are confused.
They're having to get involved in a way they haven't got
involved in before.
But what it really is, is if you really take the time to
understand, it's the most exciting era in the history of
advertising and marketing.