Moving Targets

Dot-coms were once heralded as the high priests of a new marketing vision. Traditional bricks-and-mortar businesses would bow down before them and learn.

Since then, we’ve seen how the dot-coms’ solution for every marketing problem was to throw money at it. Meanwhile, traditional businesses quietly figured out how to integrate the Internet into comprehensive marketing communications programs.

For example, automakers are among the most traditional marketers. For decades, “automobile marketing” has meant new-model introductions, rebate offers and giant, inflatable gorillas in front of dealerships.