Big Picture brings old-school media experience to the digital world and adds a lot of structure to the ongoing debate about where the marketing industry is going. This week it picks up on BT's view of the UK broadband world and McKinsey's take on how to finance modern marketing. I particularly liked this McKinsey quote...
"They then suggest that marketers should invest 75/80% of their budgets in proven messages and media ( and "regain the testing and validation discipline that many of them once had"). They go on to say "The remaining 20 to 25 percent of spending should finance well-structured experiments"
All an echo of Lessig's views.
"well-structured experiments." Hmmm...Informed Testing? Nothing new here.
Posted by: Ty West | June 04, 2005 at 02:23 PM