As the digital economy has grown and flourished, consumer’s understanding of how they are being targeted and monetised by brands has often been playing catch up. But now, marketers are faced with increasingly savvy audiences who are not only harder to reach via traditional advertising, but are also inured to traditional hierarchical modes of communication between brand and consumer.
There is a shift occurring. Put a stethoscope to your TV screen, your radio and your thumb-worn print magazines. They need help. Because attitudes towards traditional media channels and the brands that lead them have changed. Consumers’ lifestyles have changed. They want everything and they want it now, something we delved into in our recent Audiences Unbound study.