Traditional b-to-b media planning is more out of step with reality than Joe Cocker in a line dance. In fact, the tools used today were developed in the ‘60s for an Eddie Haskell kind of marketplace. But the world inhabited by today’s business people is a simultaneous, continuous, confused, nonlinear mish-mash of media impressions raining down from every direction.
As a result, business people have become marvels of multi-tasking.
They reference trade publications while they research the Web. They check their emails and instant messages while they walk the trade show floor. Some media they use casually, others they concentrate more attention on.
The keys to take advantage of media multi-tasking are:
We have more, if you have a minute.
Gordon will tell you about them.
