Twenty years ago national brands’ budgets were weighted towards mass audience media: newspapers, magazines and, first and foremost, TV. These were the marketers’ heavy artillery. They could fire large caliber messages in the right direction and could make a big splash at the right time and place. There was precious little rifle shot marketing. For bottom-of-the-sales funnel precision there was direct mail, cold calling and the yellow pages.
CMOs: It's Time to Bring Back the Big Guns
