We're all still learning. And we're just beginning to figure out how customers are going to use this medium. The more we can experiment, the more we can find out what value it is going to bring to them. A company absolutely must integrate all of its efforts if it ever hopes to meet its customers' expectations. Integrating marketing messages across all platforms is critical.
Technology provides an incredible opportunity to market on various layers.
The most important thing we can do right now is to generate feedback. Only when I get you to talk to me can I give you something that you can't get from anybody else. As we move further into the Information Age, we'll still run ad messages, but the purpose of them will change. When we all weren't looking, Amazon's book business began making money. And the company pulled it off in a very important way.