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David said: “ That’s you. Open it.”

So they opened the doll, and inside was a smaller one. And they opened it up and each doll got smaller and smaller. And finally, when they got to the very inside, in the smallest doll they found a tiny piece of paper on which David had written a motto.

When they unfolded it, it said: “ If you always hire people who are smaller than you are, we shall become a company of dwarfs. If on the other hand, you always hire people who are bigger than you are, we shall become a company of giants.

This David was none other than David Ogilvy, the father of advertising. One of his most famous quotes was: “Never stop testing, and your advertising will never stop improving.”

He was the master of the “split test,” where two versions of an ad were published at the same time, but “keyed” with a unique way for consumers to respond, so the winning ad could be identified, then rolled out nationally. Here was a man who never shied away from experimentation. A lot has changed in the world of advertising and marketing since then. You might find this Ted talk useful. Mike Osswald explains the role of marketing in today’s digital age. 

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Modern Digital Marketing

Thanks to SEO, most of the work now boils down to keyword research. I wonder what the greats would do if they were here today. I’m sure they would continue to experiment. These are great times for a marketer. For the first time in history, we a level field. Google’s AdWords tools are of a great help but they alone won’t do. There are plenty of Google AdWords tools alternatives– both free and paid. In this infographic below, we present to you some of the most incredible tools we found as a replacement or an extension to Google’s AdWords tools.

For a more detailed understanding of all these tools, you can read our article here.

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