CMOs: It's Time to Bring Back the Big Guns

Twenty years ago national brands’ budgets were weighted towards mass audience media: newspapers, magazines and, first and foremost, TV.  These were the marketers’ heavy artillery.  They could fire large caliber messages in the right direction and could make a big splash at the right time and place.  There was precious little rifle shot marketing.  For bottom-of-the-sales funnel precision there was direct mail, cold calling and the yellow pages.