January 201719 CXO INSIGHTSIspent the first few years of my career working in TV, defending its performance when digital, the `new kid on the block' came on the scene. The message to market was that digital wouldn't impact us as TV was, and always will be, the King. After making the jump to digital, I then spent the next chapter of my career trying to showcase that digital was in fact, now King. This was back in 2006. It's 2016 and we are still bickering around which medium is best. Both have their successes and challenges but whilst the industry is busy bickering around which is better, the consumers from these two mediums have (very quickly) discovered another medium. Distracted by the TV vs Digital battle, we failed to notice another medium which had crept its way in and completely changed how customers consume media, their purchase habits and importantly their communication and conn-ection to a brand. Mobile: A device that has gone from a fairly basic product to giving you the world in your hand. There are now 11.6 million Australians accessing the internet off their mobile phone each month, jumping When Consumers Move Quicker than AdvertisersHeadquartered in California, United States, Connexity is a technology driven marketing solutions company. Founded in 1996, the company enables brands to understand their consumers better, acquire new customers at a lower cost, and increase sales. By Alice Almeida, Manager, Innovation & Insights, APAC, Connexity Alice Almeida
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