Consumers and digital marketing – Challenges and tensions as brand marketing moves online

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Consumers and digital marketing – Challenges and tensions as brand marketing moves online

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Consumers and digital marketing – Challenges and tensions as brand marketing moves online
UK digital advertising will grow beyond £10 billion by 2018 by our estimates, representing more than half of all advertising spend and delivering the most advanced large advertising market in the world on a per capita basis.
Nevertheless, we see critical issues in digital marketing that are frequently acknowledged, but hard to fix.
At the heart of our hypothesis is the view that the marketing industry – brands, agencies and media – has focused on technology and efficiencies at the expense of consumer experience and distinctiveness.