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
![CMOs: It's Time to Bring Back the Big Guns](/media/articles/kearney__1_blast.jpg.550x380_q85_box-0%2C0%2C1365%2C950_crop.jpg.webp)