06/19/2018

The Future of Everything That Matters in Digital Marketing

Understanding the power of content marketing

When The Wall Street Journal first had the audacity to create a magazine and event series called The Future of Everything, I had to stop myself from rolling my eyes. But then my curiosity got the best of me and I started reading about everything from the problems with fully autonomous vehicles to the new jobs being created as the era of artificial intelligence shows up in the next generation of software.

All of this got me thinking about the future of marketing. Having been in the digital marketing industry for the past 24 years, I’ve witnessed the utter chaos that has plagued the industry (and some would argue it still does). When I first started my career in 1994, all the industry pundits were advocating that television was dead and that broadcast media would soon be replaced with on-demand programming.

Twenty-four years later, television still commands more than 30 percent of total U.S. media ad expenditures, according to eMarketer, despite the decline in gross rating points and incredible fragmentation. Time-shifting DVRs haven't stopped the sizable investments in television ads, and yet all of the networks are scrambling to create their own apps that force viewers to watch ads in order to stream content. Meanwhile, ad-free Netflix continues to be the platform of choice for cord-cutters. Or at least, that's what investors believe according to The Wall Street Journal. And according to Pew, 61 percent of young adults in the U.S. mainly watch streaming TV.

Please select this link to read the complete article from Forbes.