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The tech tools are cheap. What's expensive: education, roles, processes and agency costs. Getting a department ready for an entirely new way of conducting marketing takes patience--and resources.
Nothing's more costly than changing minds. Because we're so attached to our minds.
But when the landscape changes, the map better change, too. It's not an ideological issue; it's a pragmatic issue.
Marketing has evolved. The golden era of advertising is long gone. The customer isn't an idiot and she isn't your wife. The customer is everyone.
