by Gale Grimmenga, Principal at Creative Impulse (www.creativeimpulseinc.com)
Marketing technologies may change, but the goal remains the same: to capture the attention of and make a connection with a specific audience in order to inform, promote, educate, or influence -- increasing return on investment. Or is it?
We used to develop innovation to a forecasted demand or anticipated need. But now that we are in a media and technology frenzy of evolution, we must sense and respond to demand 24/7. Whether you are trying to keep your company current with leading-edge equipment, digital technology, or marketing opportunities, you probably are asking, "Where are the controls to drive this baby?"
The swift, fast-paced, immediate, no-editing...