"Although research shows viewers are spending more time watching TV and surfing the Web, many marketers are reluctant to integrate their traditional and online efforts. Clients often don't fully understand the digital world..."Let's clear something up here.
Simply because a client is reluctant to do an online campaign doesn't necessarily mean she doesn't "fully understand the digital world..."
In fact, it may mean she understands it all too well.
Many clients -- particularly here in California where digital marketing is not such a shiny new thing -- have experience with digital advertising and have found it to be substantially less miraculous than promised. As a matter if fact, the number of advertisers who are in this boat is growing every day.
The smug attitude among digital evangelists that everyone who does not worship at the Divine Church of the Internet "doesn't understand" gives me a real pain in the ass.
It reminds me of the first generation of web maniacs.
During the height of dotcom silliness, every knucklehead with a black t-shirt and a rich uncle was coming around to agencies trying to get us to work on their stupid frozenchicken.com account.
When we told them they were crazy, they'd look at us pityingly and say, "You just don't get it, do you?"
By The Way...
...there is no web domain called frozenchicken.com. There was a time, not that long ago, when I could have claimed it and sold it to some "new economy" schmuck for a million dollars. I miss those guys.