To me, this is the main difference between traditional marketing and new marketing (new marketing being anything after the Age of InterWeb). Traditional marketing is usually described as top down, protected message sent and spent outwards, proprietary, lockstep through controlled channels, web being just one of the cul-de-sacs in the distribution.
New media, as per usual, is web and the latest definition of social media. It's testable, data-driven (with as many ways to interpret data as you'd like), evolved around the customer... and often isolated as a subsection of marketing, not something that every marketer should know.
You can see the difference most clearly in the death of the fluffy slogan. With so many brands and so much advertising, it's hard for a product to enter a market with a description that has nothing to do with what it does. If you wanted to compete with thousands of chocolatiers tomorrow, would you really start out with "melts in your mouth, not in your hands'? Or Clairol's 1950s slogan of 'Does she... or doesn't she?"
These were great slogans of known brands, but the requisite for a combination of innovation and instant relevance for the ADD, search-addled masses means that it probably won't work anymore. We need more breakfasts of champions to tie a slogan to a context, when the entire day is a full-time musical of ad jingles.
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