How markets grow up. And what it means for brands’ connection strategies

Whitepaper Connected Life 2014 | Engels

Introduction

 
The advance of internet access is often portrayed as a simple progression with little room for variation – and inevitable consequences for marketers. Digital leads to fragmented audiences and diminishing returns; building awareness and engagement becomes harder work with less certain rewards. The media landscape becomes a maelstrom of proliferating touchpoints and uncertain consumer behaviour.

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