What Happened to the Sales Curve?
Again, you have to think about a large audience that's interacting with multiple daily contacts — a completely different thought process than a mailing address that you contact a dozen times a year.
The challenge, of course, is to somehow get a million or 2 million followers on Twitter, or a quarter million blog subscribers, or 5 million opt-in email subscribers. By and large, few marketers know how to do this. And the process is opposite of what many of you are used to. It's easy to go to Abacus and pay for one-time access to a million households. It's hard to get a million households to follow you on Twitter for free.
If you want a scalable ROI, one that protects the future of your business, you're going to have to figure out how to pull pennies out of a large audience every two hours. The process of pushing messages that extract dollars out of a large message is slowly fading into the past.