We marketers have traditionally taken a mass media approach for many campaigns and the internet has forced us and our companies/clients to begin to change their approach - as can be seen by the growing online spending budgets and declining print budgets.
The consumers’ slow shift away from mass media to micro media - I say slow because television viewership is still high and people still read the newspapers - has not only affected marketing products and services, but also product development itself.
I previously worked for one of the largest financial institutions in Jamaica and was a member of the marketing…
