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...