Marketers hoping that the fragmented media landscape might somehow become simpler are going to be disappointed. “It’s going to get more complex,” according to Gerhard Louw, head of international media management at European telecoms giant Deutsche Telekom. “Embrace the complexity,” he advised the Festival of Marketing (London, October 2019). “This is not going to get easier, so get comfortable with it.” Fortunately, he has a few ideas on how to cope.
The industry generally is still coming to terms with all changes of recent years, from new platforms and the changing consumer behaviour they have occasioned (a shift to mobile)...