Marketers say, “you had me at hello” when the conversation is about complexity in the marketplace. No one doubts that there is more diversity among consumers, more fragmentation in media consumption behavior, more marketing choices and more ways to buy. And, no one doubts that the pace of change is accelerating.
How has the media industry responded? Publishers are busy scrambling to find business models that work. Agencies and brands divided their attention, but they didn’t conquer. On the digital side, agencies and brands make mad dashes from one popular site de jour to the next and embrace a “test and learn” approach. Yet, on the traditional media side, they remain rooted in the long, slow march of annual planning.