The 1950s and 60s were dominated by “big ideas” in advertising as advocated by the great David Ogilvy. Companies spent millions of dollars for large national TV buys for The Jolly Green Giant, Maytag repairman, Avis trying harder, never squeezing the Charmin, and the Marlboro Man.
Today marketing is characterized by countless small ideas for tweets, posts, emails, search ads, videos, forms and on and on.
The beauty of these many small efforts is that you can run many, inexpensive experiments and see what your market actually responds to. Sometimes it’s quite surprising! And you can then use the results to improve both your online and offline marketing.