Advertising by traditional means is no longer the cash cow it was, and the sacred cow of established marketing is being shunned by ad-weary consumers. Could the answer be… a ‘Hot Cow’?
Leaf through the international marketing press since January, past the usual market predictions, analysis and opinion pieces and you’ll find a faint, but increasingly recurrent, cry for help.
Brands are becoming increasingly aware of an ‘ad avoiding’ public’s distinct lack of interest in the traditional methods agencies still employ to ‘hook’ them.
At the beginning of February, the US telecoms firm Verizon Wireless, warned ad agencies must provide better advice to marketers who are struggling to cope with media fragmentation and new marketing tools or face ruin.