Ruth Mortimer: Marketers – let’s confront the problems with scale

    You’ll recognise these as words from a classic brand management course. Actually, I’m lying. These are the words of Vox Media and The Verge co-founder Josh Topolsky in his excellent recent essay ‘Your Media Business Will Not Be Saved’, posted on Medium.

    Topolsky is writing specifically about the media business but his words have value for marketers. He points out that because there the media industry was so slow to adapt to digital, it “began to cede its power in the delivery and distribution process to other people. People who didn’t care about or understand the media business. People who told them the answer wasn’t the best of something, it was the most of something.”

    Bron en volledig bericht: MarketingWeek