In an era of change, we need to be mindful of what actually is changing and what isn’t, says The MediaShop’s Sean Sullivan. Sparked by his fascination with the predictions of futurists, he has explored 10 themes that are set to shape media platforms in the future. While the themes themselves are sourced from a presentation by Zenith USA’s Tom Goodwin at The Guardian’s Changing Media Summit held in the UK earlier this year, the interpretations of those trends are his own. The first trend is abundance: while there is a plethora of content available, people pay no attention to most of it. Instead, they engage with media platforms at what Sullivan calls “breakneck” speed, and are simply exhausted by it all. This means the greatest challenge facing marketers is securing meaningful attention from consumers. The disappearance of digital is the next trend Sullivan picks up on. He says marketers analyse the amount of time consumers spend online to the Nth degree. However, the concept of time...
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