Goodbye, destination web, hello, online enlightenment.

Advertising Age, May, 2009 by Rubel, Steve

Byline: Steve Rubel

For the past 15 years, marketers have lived like kings online. We built ornate palaces in homage to ourselves in the form of websites and microsites. Each acts as a destination that embodies our meticulous choice of aesthetics, content and activities.

We still put a lot of time, effort and money into erecting these palaces, much as Louis XIV did in planning Versailles. And, for the most part, we have been rewarded handsomely for our efforts. For years consumers flocked to our sites, reveled in all we had to say, played with our toys and sometimes were motivated enough as a result to buy our stuff.

That's what life was like in the good old days. But now we're in the age of online enlightenment. People (rightfully) have...

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