Marketing needs redefinition. Clients want it. Agencies must be ready to adopt it. Technology like TiVo are escalting the change. Some key questions to ask :

a. What is there in my marketing plan beyond the 30 second spot?

b. What’s there in my plan that can help consumers interact with us?

c. Do I have a plan to manage customer lifecycle?

d. What’s the ratio of "pull" ideas vs "push"ideas in my marketing plan?

e. Do I have a clear customer experience map laid out and are there enough "moments of truth" between the promise and the experience?

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