Plan a reserve in your media budget so you can take advantage of last-minute media opportunities. It can let you outmaneuver the competition, push your business ahead, and, at the same time, make your company a lot of money. The people you deal with every day do not want to hear that you have all the marketing answers. This is particularly true if you are younger than 30 years old, and even more true if you are younger than 25 years old. As marketers, we know that we must learn, readjust, and persevere every day.
Marketing is far from an exact science.
The sooner we understand this, the better. Dot-com marketing can and must mature. Someday, soon, there should be no distinction between dot-com marketing and conventional marketing. But there always will be a distinction between good marketing and bad marketing. Prior to that, Dean served as VP of Marketing at HotJobs.