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Marketing in a Post-TiVo World
What keeps advertisers awake at night? A world in which millions of consumers equipped with TiVo delete the commercials from television shows. In this brave new media world, few marketers have figured out how to leverage the very technologies that are complicating their lives. Most are still stuck in a place where the 30-second TV spot is the remedy for all marketing needs.
The take-away: Innovation around consumer interaction models is likely to fuel the lion's share of productivity growth in consumer goods and services in the next few years. Marketers should take advantage of interactive platforms to learn more about customers and the impact of marketing on their purchases.
Articles provided by The McKinsey Quarterly
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