"The first week of the new year, with all its resolutions and leaf-turning, is as good a time as any to pause, take a few deep breaths and ask the question, "Why?" Nowhere is this question more pressing than in the minds of marketing and communication professionals, who feel the glut of information and wrestle with the resulting information chaos daily. Few books are more instructive on this issue than Neil Postman's "Amusing Ourselves to Death" and "Technopoly.""
"Two decades ago, when I worked at a business school in Texas, 80% of our advertising spend was allocated to traditional channels. This included billboards on roadsides and in airports, spots on local radio stations and print ads in business and higher ed publications, as well as local and regional newspapers. Only about 20% of our ad spend was placed in digital channels, such as online search and banner display."
Marketing and communication professionals confront a glut of information and daily information chaos that complicates strategic choices. Two decades ago advertising budgets overwhelmingly favored traditional channels, with roughly 80% allocated to billboards, radio, print, and newspapers and about 20% to digital. Budgets have now reversed, with 85–90% invested in digital platforms such as online search and banner display. Technological forces driving electronic communication platforms have come to dominate marketing, reshape American culture and public discourse, and, through rapid proliferation of channels, undermine humans' information immune system and reduce the ability to discern trustworthy information.
Read at Cardinal News
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