Recent review of marketing manager type folk from Forrester shows that the old ways are still prevalent and that while there’s lots of discussion and good intent, trial and actual usage is still a way behind. In a candid chat with a former marketing client a few weeks ago, she let me know that her difficulty is convincing guys 10/20 years older, who grew up thinking DM was a new fad, to spend the money on things that they struggle to “get.” “No one got fired doing TV” was the safety net for them and the low budgets they got provided for the bucket of below the line ,had much higher pressure to produce ROI to try and get more money so they chucked it in the run of site ad networks for pretty much guaranteed returns and struggled to innovate. A sad tale but one that makes us realise that rather than just evangelising, we need to prove.