Real-World Education for Modern Marketers

Join Over 600,000 Marketing Professionals

Start here!
N E X T
Text:  A A
PRO

Why Personalization Matters

by   |    |  148 views

A couple of weeks ago I wrote a column called The Trouble with Advertising. The response to this column was interesting, to say the least. It was also extremely divided.

On the one hand, I received a ton of mail and a great deal of recognition from people who agreed with what I said. It seems that many people hold a similar opinion but have not seen it published widely before.

On the other hand, the advertising industry came after me. They accused me of making unsubstantiated claims. While it wasn't an Oprah versus the Cattlemen kind of battle (although I kind of wish it was, given the potential publicity), it was pretty interesting. It seems that the advertising industry has a problem with anyone criticizing their medium.

Hey, it's a big industry and there's a lot of money at stake.

The advertising industry has sent me research to try to sway me, but I am not moved. I don't agree with their first premise - "Everyone advertises, and since you are going to advertise, here is how you should spend your money."


I think that in many cases you shouldn't advertise at all.


Read the Full Article

PRO Membership is required to access this how-to marketing article. Sign up to read the full article and gain access to all of our PRO content!

Sign up for a 2-Day Free Trial  Learn more about PRO Membership
Chris O'Leary (cyberdigm@aol.com) is an eBusiness strategist for Cambridge Technology Partners (www.ctp.com).

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!