In marketing, entropy is about putting forth effort consistently or what happens when a lack of consistency occurs. It’s about what happens when you provide ongoing marketing verses engaging in hit and miss, or start and stop methods of marketing. I have seen many clients spend the right amount of money (the right mass) in the right places and at the right time to push a ball uphill and get great results. Examples would include; taking a blog and growing it from zero to 3000 page views a month in six months. Another would be getting on page one of organic search after six months. At this point they normally evaluate their success to determine if the payoff was good, considering their efforts and cost. The reality in both situations is that their effort got them to the top of the hill, now they need to realize that it’s time to add new efforts to maximize conversion. That fact is, most advertisers do little if any market research. Research must take place to achieve maximum conversion rate. Now that they are at the top of the hill (on page one organically or achieve a substantial audience), they need to test their messages, their compelling offers and make sure their target is dead on. Doing this when at the top of the hill will increase and maximize their return on their investment.