Kathy Dempsey 在其 ALA年會心得中記下了 Ernie DiMattia 所說的一段話，令我印象深刻：
He said that he starts all his classes with the word “need" because that’s at the heart of real marketing. “We think we know what people need, but in many cases, we really don’t." DiMattia explained that successful marketing is built around serving a need that exists, and no matter how grand your efforts are, “If you are not fulfilling a need, the rest is nothing.“
雖然這是基本 Marketing 101 所談的東西，但卻也是最難的，會有這樣的問題，相信許多原因大家都心知肚明。Ernie 還談到事後評量及新媒體：
Ernie also said that the best marketers do “accountable" work (evaluate it to make sure it meets goals) and they embrace the challenges of new media connectivity.