Survival of the fittest

This article reports an ANA survey among marketing managers, and argues that since media trends are shifting so fast, marketers must be ready to shift tactics 'on a dime', and marketing thinking and practices must evolve to survive.

Survival of the fittest

Chuck Kapelke

In evolutionary biology, “punctuated equilibrium” refers to the theory that organisms tend to be stable for long periods of time and then evolve rapidly in relatively short periods of time, owing to sudden changes in their environment. The advertising and marketing industries seem to be deep in the midst of one of these periods of “punctuation,” as digital technologies and changing consumer behaviors are overhauling the marketing “organism” from head to toe.

“Marketing and Media Ecosystem: 2010,” a new report commissioned by the ANA, in conjunction with the American Association of Advertising Agencies and...

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