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How do you think advertising is going to change in 2012?
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Fewer and fewer marketing "professionals" seem to know how to do advertising well — meaning, know how to use it to bring about real measurable change in market perceptions and buying decisions. And I expect this trend to continue, as literally everyone now considers him- or herself a marketing expert. (Just ask around!)
Actually, though, that's a happy state of affairs if you happen to be one of the small minority who does know how to execute advertising powerfully and to full advantage — when most of your competition is inept at it!
Al Shultz
http://www.alshultz.com
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