Marketing in the digital age

This article argues that the analogue model of marketing, based on mass TV, is broken; the rise in demand for airtime, increasingly narrow target audiences, and the increase in number of ways to avoid ads have all contributed to this process.

Marketing in the digital age

Simon SilvesterWunderman Europe, Middle East and Africa

Back in the 1960s, in the heyday of television advertising, few brands advertised on television apart from foods and household products. So demand for airtime was low. You could launch a brand with a 5,000 rating campaign. And still have money left in your marketing budget. Your ads got noticed too. Consumers had no Xbox, no internet, no mobile phone, no text messages, no Gameboy, no MSN and no Google to distract them. They couldn't even change channel without effort when the ads came on, because no...

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