The Challenge of Capacity and Marketing Fragmentation

Marketing is coming at consumers these days like a 100 mph fastball.

At that speed, any pitch of any sort tests the limits of what people can see and react to. The pressure to push harder, to push faster and to push more is only going to grow as Big Data and the Internet of Things open up further opportunities to reach consumers in very specific moments in very particular ways.

But marketing is not baseball. The object is not to keep consumers from making contact. So marketers need to take a little speed off the ball, an essential adjustment in game plan that begins with a better appreciation of the accelerating fragmentation that makes marketing so challenging for consumers to keep up with nowadays.

From the vantage point offered by the complement of Kantar companies and resources, this report takes a look at an otherwise hidden, yet critical insight about how fragmentation stands out in plain view.

Download this report to learn how consumers and brands cope with fragmentation in today's marketplace.



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