South Africa: Marketing Approach Requires Radical Rethink to Align With Market Realities

opinion

The marketing industry has failed to adapt to fundamental shifts in technology and consumer behaviour that have evolved over the past decade, calling into question an agency model that is well past its sell-by date.

The industry is stuck in a model that was relevant 30 years ago, with the evolved focus having been on agencies specialising in niche media or brand execution activities.

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