The 1989 movie Field of Dreams is, in fact, the daydream of every marketer. The line made famous in the movie, “If you build it, he will come,” embodies the desire of every marketing organization since the beginning of time. Of course, marketing has never been that easy. John Wannamaker, a famous retailer, said, “I know I’m wasting 50% of my marketing budget, my problem is that I don’t know which 50%.” My own experience indicates that not only are most companies wasting 50% of their budgets,...
