One last creative thought: Prospecting requires much more thinking outside the traditional media plan. Liebenson notes that Draft has done more billboards, bus shelter ads and other local formats to find new, responsive audiences.
It's a multichannel world, which means you've got to explore new channels to determine where your customers are living.
Trust = Permission
The proliferation of phishing and spoofing attacks has upped consumers' level of skepticism about what they can trust in the online space. As these attacks grow more sophisticated, they will create more fear and distrust of e-mail and Web sites, says Larry Ponemon, Ph.D., chairman and founder of the Ponemon Institute, an independent research and consulting group in Tucson, Ariz., that focuses on information and privacy management.
Simultaneously, these attacks harm the brands of companies whose names are hijacked by criminal interests. This type of damage can have long-lasting impact on a company's equity, Ponemon asserts.
Couple this trend with consumers' preference to control the frequency and kind of marketing messages directed at them, he says, and it's clear that marketers must take steps to educate, respect and protect their customers.
If they don't, there is more at stake than lost sales: The Federal Trade Commission and Congress have been upfront about their desire to curtail aggressive or sloppy marketing practices.
For example, the Spy Act (H.R. 29) that is under congressional review contains language that can be detrimental to online and offline programs, states Alan Chapell, president of Chapell & Associates, a research and consulting firm in New York that specializes in privacy concerns. This proposed law would exempt first-party cookies but not third-party cookies, such as those served by adware companies trying to ensure consumers don't see the same ads again and again as well as to collect some end-user data to serve more relevant ads.