Relevance of traditional ad creatives.
Relevance of direct marketing. “Every click is a survey” becomes the mantra for the direct marketing industry, who finally realize that they should have owned Internet marketing the first time around. The massively confusing, complex marketing and media landscape that emerges from this intense fragmentation is palatable to marketers only if its tied to deep accountability. The publicity stunts and street marketing hijinks that currently get passed off as buzz marketing will be replaced by highly scientific database marketing, with every campaign run through an extensive testing and optimization protocol. We will all be direct marketing companies, and Lester Wunderman will be our deity.