The marketing business resists change. Yet the force of change has recently been irresistible. Digital changed everything, and so will the mediatech to come.* Marketers react when they have to, and the entire industry is now able to function through the latest mediatech. During the past 20 years, marketers have adapted swiftly and well. Nice to know we can do that when we have to. But there is still a huge albatross hanging around the neck of the industry, which appears to be immovable: The over-concentration on efficiency metrics rather than effectiveness metrics. The ungodly fixation on CPM without a built-in impact weight.
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