People who developed TV said radio was dead, people who are big believers of the internet say television is dead – None of this is actually true. Media in all of its forms will always survive as long as there is interesting content that is being delivered through those channels and value is being provided. The more things change the more they stay the same; hence interesting content is still the King. Media fragmentation, clutter and multiple channels are challenges in marketing but in the end people’s attention has to be harnessed in all of those media forms. Efficiency of ROI and media channels can be debated and talked about – the efficient delivery of a message into a medium has no value if no one is paying attention. The challenge again is the same – creating campaigns that break through and people actually pay attention to.
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