{"id":61,"date":"2006-07-13T18:28:03","date_gmt":"2006-07-13T23:28:03","guid":{"rendered":"http:\/\/daviddalka.com\/createvalue\/2006\/07\/13\/the-recent-economist-article\/"},"modified":"2006-07-13T18:33:07","modified_gmt":"2006-07-13T23:33:07","slug":"the-recent-economist-article","status":"publish","type":"post","link":"https:\/\/www.daviddalka.com\/createvalue\/2006\/07\/13\/the-recent-economist-article\/","title":{"rendered":"The Recent Economist Article"},"content":{"rendered":"

It probably isn’t surprising to you that many people in the Search Engine Marketing arena don’t read the Economist. So I’ll point out this unique article. Fantastic read here<\/a> on advertising and how it’s changing. It will require new leaders with a combination of both people skills, branding and data skills like those found in the financial services industry.<\/p>\n

It contains a quote from Rishad Tobaccowala of Publicis. He is a real innovator and someone I’d like to interview on this blog someday. I met some people that surround him recently and they were a quality bunch.\u00a0It also talks about\u00a0the\u00a0timeline of Google and\u00a0Yahoo!\/Overture, etc.<\/p>\n

One great paragraph in the article has elements of the thesis I’m now developing: “Now, however, chief executives are taking trips to Silicon Valley, often without their \u201cchief marketing officers\u201d, to educate themselves. And what they hear impresses them. Tim Armstrong, Google’s advertising boss in North America, preaches to his clients a \u201cnotion of asset management\u201d for their products that \u201cshocks\u201d them. Traditionally, he says, most firms would advertise only 5% to 10% of their wares\u2014the blockbusters\u2014in the mass media to publicise their brand, hoping that it shines a halo on the remainder of their products. Now, however, \u201ccompanies market each individual product in that big digital stream,\u201d says Mr Armstrong, from the best seller to the tiniest toothbrush. This is called exploiting the economics of the \u201clong tail\u201d.”\u00a0<\/em><\/p>\n

Once again, it’s a great read<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

It probably isn’t surprising to you that many people in the Search Engine Marketing arena don’t read the Economist. So I’ll point out this unique article. Fantastic read here on advertising and how it’s changing. It will require new leaders with a combination of both people skills, branding and data skills like those found in […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[12,13,6,2,4],"tags":[],"class_list":["post-61","post","type-post","status-publish","format-standard","hentry","category-change-management","category-customer-experience","category-google-goog","category-search-engine-marketing","category-yahoo-yhoo"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t