It wasn't that long ago — just fifteen years — that all Hacker Group did was direct mail and a bit of telemarketing. Over the years we developed expertise in other media, partly because we were excited about the opportunities in the online space.
Now we must be multi-channel marketers. There's no choice in the matter. It's to the point where it's just about impossible to depend on a single medium. As media have fragmented, nothing scales the way it used to.
The good news is that most media have some sort of targeting, so there's less waste. Almost all media have become more measurable, and that means we're all more accountable for our marketing efforts.
The bad news is, by focusing ever more tightly on a particular target, all media are becoming far more expensive to use — and campaigns are harder to scale.
Marketers will need to become smarter and smarter to make their campaigns pencil.