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    October 18, 2007

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    Bob Gilbreath

    I think one of the reasons many brands haven't made the online investment is hinted at in your starting point: "Oh, and I need to know by this afternoon."

    Many marketers have been doing the same thing year after year for decades. They literally can do a budget in one day in that world. But making a significant shift in strategy and spending takes time, thinking, risk taking, etc. These things are not built into the annual budgeting process.

    Habit change is extremely hard for consumers, and for marketers as well.

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