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MIKE DONOHUE: Experimentation has to happen, because,
oftentimes, and especially now, the consumer is way ahead
of the marketer.
In this day and age, the consumer wants to connect,
wants to have conversations.
The marketer is still trying to figure out how to do that.
They have to experiment in a variety of ways.
It isn't enough just to do it on the internet.
It's not enough to adapt traditional media.
They have to find all the different points of contact
that users have to with both the real world and their brand
and find ways to experiment to get to them in ways that don't
screw the experiences that they're having.