Look at the care and attention to detail which is used when constructing a retail store. Every millimetre is a measured tactic, every light, every fixture has a purpose. That purpose is to create an environment to increase and maintain sales. They should be designed by direct marketers, retailers and salesmen. All of whom must understand this new media but use their experience to read activity reports and act accordingly.
Every day presents a new possibility.
What worked just hours before may not work from now on. As the speed of change increases, so to will consumer patterns. This is fuelled by the wide access to information. It will get harder to remain a step ahead and technology creates an increase in the rate of innovation and makes it easier for smaller entities to compete for market share. So, remain flexible and keep your constant attention to the pulse of events and the consumer.