How markets grow up and what it means for brands' connection strategies

Joe Webb

This article describes different personalities that digital markets can develop as they mature and how marketers can adapt to them.

How markets grow up and what it means for brands' connection strategies

Joe Webb

There are at least four different personalities that digital markets can adopt as they develop; to succeed, marketers need a precise understanding of the specialist roles that digital platforms can play for each.

The advance of internet access is often portrayed as a simple progression with little room for variation – and inevitable consequences for marketers. Digital leads to fragmented audiences and diminishing returns; building awareness and engagement becomes harder work with less certain rewards. The media landscape becomes a maelstrom of proliferating touchpoints and uncertain...

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