Given my dislike of the ‘death’ theme that haunts every possible marketing moment currently, the likelihood of my agreeing with a report entitled ‘The End of Advertising As We Know It’ was slim.
Many years ago, in a different century, I worked for a smart, very experienced global marketing director.
There was a trend identified by many brand and digital strategists a few years ago, due to the behavioral changes ushered in by two-way communication media.
Hyperaware companies are less likely to be taken by surprise. They are also harder to disrupt because they can sense their own vulnerabilities and adjust their business models and processes accordingly. For example, hyperaware companies understand when their customers are disgruntled and why. They can also zero in on what customers truly value about their products.
In recent weeks it’s been hard to avoid the digital versus TV war that looks set to dominate marketing.
