A New Brand of Marketing

Steve Kimball

Modern marketing is much more complicated than forty years ago, largely as a result of increasingly diverse societies and a fragmented media landscape.

A New Brand of Marketing

Steve KimballInterwoven's Marketing Solutions Business

Marketing used to be a lot simpler. In the mid-1960s, the three major television networks could still be counted on to deliver messages to the vast majority of consumers on a regular basis. Media strategy was as elemental as advertising Tide in the daytime and Pepto-Bismol during the evening news. Years before the invention of remote control (not to mention TiVo), people sat, watched and listened to each message. When they weren't watching TV, consumers turned to a handful of broadly-targeted magazines that boasted huge circulations and delivered eyeballs...

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