The essentials of advertising is the top result of 103,000,000 for a Google search of “the essentials of advertising.” It was written in 1921.

Growing up, the threat of something going on your permanent record was real. But, in the end, it amounted to a manilla folder in the filing cabinet of a principal’s office.

Things have changed.

Now we really do have a permanent record. As marketers, brands and people. Compliments of Google and Bing. Facebook and Twitter. Digg and Reddit. What your brand does today may be a click away from now until the end of time.

And that matters. McKinsey estimates that by 2011, the Internet will play a role in more than 45% of all retail sales, as either a research tool or a sales channel. Think about that for a second. Half of all purchases may be available with a pretty comprehensive record of everything your brand has ever done.

So the idea that, in this new age of technology, creativity matters less or that pitch-perfect execution isn’t essential is short sighted.

In fact, the stakes have never been higher. Who knows how long they’ll last?

SHARE: