Marketing used to be so simple. In the not-too distant past, when marketers had to decide how to best reach consumers, they were faced with just a few options. They could use one or more of the three television networks, run advertisements in newspapers and magazines, or rely on the U.S. Postal Service and direct mail. The advent of digital technologies, however, has made an advertiser’s life much more complicated, but has also provided advertisers with a plethora of new ways in which they can communicate with their target audiences.
In the following article entitled “The Rise of the Digital Omnivore: What It Means for Advertisers, Publishers, and App Developers,” Comscore Co-Founder and Chairman Emeritus Gian Fulgoni explains the fragmented ecosystem in today’s digital world and how marketers can reach consumers across the multitude of devices. The article was recently published in the June 2015 issue of the Journal of Advertising Research and is reprinted with permission.
We invite you to read the full article, which can also be found on the Advertising Research Foundation website.