Turning Paid Media Disruptions Into Competitive Advantages

Don’t be deceived by the past performance of your paid media efforts. When your marketing is performing well, few businesses allow themselves to believe the smooth ride is going to end until they realize they’ve run out of road -- and by then it’s often too late. It’s time to turn off cruise control and take the wheel, because there are obstacles ahead.

The paid media space is in a transformational period, riddled with disruptions that are rendering once reliable strategies obsolete and sending marketers scrambling for solutions. The only paid media marketers not trying to catch their breath right now are the ones who saw these changes coming and were proactive about adapting their strategies to account for them.

You can see these disruptions as an obstacle or you can see them as an opportunity.