Digital marketing is hitting the mainstream with journals like the NY Times running stories on the new ways of identifying and targeting communications.
Trying out offers with immediate response helps brands like Vespa to pick the ideal offers and put them in front of the audience at the right time. It's a far cry from Mad Men.
The NYT recently ran a story on Varick Media Management who use data as the primary driver of message and offer management for their clients.
With WPP, Havas and the like all citing data as a critical requirement for campaigns there's a new race to provide scientific marketing.
Forrester see the emergence of a new class of "Customer Engagement Agency" that combines the traditional strategic and creative skills with the left brain data skills necessary to build highly targeted individual communications.
