The alternative ‘new normal’
The ‘new normal’ for global advertising industry is that of ‘low growth’1, according to Sir Martin Sorrell. Unless, we relook at the assumptions we hold when we think about the source of growth for advertising industry.
Think about this: 30 years ago, if I was a small restaurateur, my avenues for advertising would have been local listings, a billboard perhaps and a few mailers for special days. Today, I also might solicit reviews on Tripadvisor.com and run low-budget campaigns online for prospective customers from my area. Today, to remain competitively relevant, I must be where my...