Most marketers are today facing decreasing returns on mass-media spend – turn where you will in marketing-dom, there is disillusionment about classical marketing adages not working any more. One business magazine went so far as to ask on it’s cover page, ”Is Marketing Working?”
Examples abound of excessive exposure of one message by a brand - to no apparent incremental gains. Or seeing an ad in a medium where its core target can never get to see it. All this only leads to even greater anxiety and uncertainty about which part of a brand’s advertising is working – and how well.No wonder, mass-media budgets were enhanced by a mere 4% in 08-09, as compared to 21% in 07-08; clear indication that marketers are forced to experiment with alternative media.
Why is this happening?
The two defining reasons for this are :
(A)Fragmentation of Customer Attention, as is clear from the decadel table below: