I just posted my most recent column in Marketing Land, looking at trajectory for one of the biggest shows in town - digital marketing. True, when you add up all of digital marketing it is big enough to eclipse the size of the TV advertising business in the US. But that growth is going to be challenged by ad blockers, response rates, and challenges on fraud and viewability.
The column gives advice to digital marketers for where to find respite from the challenges they face. The answer that is emerging is what I call “situational targeting” which is both hard to do but has an amazing impact on consumers’ response to campaigns.
Read my column, Bubble, bubble, toil and trouble: Tough times ahead in digital, and let me know what you think.