The 30-second spot is dead.
Consumers are demanding something new.
The opportunities are sweeping for those willing to pay attention. But many agencies and their clients are too vested in the diminishing returns of brute-force tactics to recognize the fundamental changes that are upon them.
Letting the consumer participate in a dialog will require a wholesale shift in the foundations of marketing. It’s no longer enough to simply shout louder than your competitor to break through the clutter. Today’s marketers must find ways to engage consumers and offer them something of value in return for their attention.
That's what we'll talk about here.
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Thanks to Blaine Collins for the trail tip!