How Marketers Are Going to Remap the Media Landscape and Lead Us Out of the Land of Confusion

I’ve spent my professional life in the “Land of Confusion.” In 1986 Genesis released that song, and when I look back on a career in media research, ad sales and digital advertising strategy, the title always seems prophetic. The media landscape only gets more fragmented; it’s harder than ever to get our messages through to consumers. The signal to noise ratio is incredibly low. While connecting with our customers has never been more important, getting it right has never been so difficult, in part, because I think we’ve been looking in the wrong places to clear up the confusion.