Before it was a rom-com starring Tom Hanks and Meg Ryan, it was an amiable AOL greeting accompanied by a cartoon mailbox.

But it also created unintended consequences that continue to reverberate across the digital industry today.

That vision is comically absurd.

To ease users comfort level, early online retailers appropriated the term cart along with the iconography and established the false notion that shopping via the internet was a linear improvement: It s the same as shopping in a store — only better!

So rather than take an either/or attitude toward different channels, marketers need to consider a recombinant approach that cherry-picks the best of each channel and mitigates the worst.

Maybe you think you re already doing that because you re using a combination of display ads and emails and TV ads, and you have digital reporting that shows how they all perform in one dashboard.

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