How the Internet, Social Media, Data Destroyed the Big Idea


If you've watched Mad Men or worked in the advertising industry prior to, say, 1993, you are probably familiar with the concept of the ad campaign. Actually, if you've worked in advertising since 1993, you're familiar with the term, too - although in a different context. Why? In 1993, the Mosaic web browser was launched and it, forever, changed the concept of the advertising campaign.

Prior to 1993, developing an ad campaign boiled down to the most simplistic basics: determining who to reach, how to reach them and for how long. It was a set it and forget it mentality. After 1993, the web and social media shifted the concept of the advertising campaign from "set it and forget it" to "always on."

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by Steve Hall    Nov-27-12   Click to Comment   
Topic: Opinion