The consumer landscape is shapeshifting rapidly with technology enabling seamless access and exposure. They lead hyperconnected lives with exposure to an abundance of stimuli frequently and consistently delivered through multiple channels and devices while being influenced by peers and opinion leaders alike. As an outcome, we are witnessing audiences that live in a constant state of flux and are increasingly becoming channel-agnostic, unable to identify the source or form of the message. However, one aspect
The cultural & socio-economic landscape is shapeshifting rapidly making it imperative for businesses to be in sync with current consumption and behavioural codes.
While the consumer is largely channel-agnostic, it has been a common practice for brands to be channel focused and driven, supplemented with internal ecosystems built around functions v/s the impact they intend to deliver. With an ecosystem that demands synergies to be culturally fluent & fluid, a channel-focused approach only allows for a myopic representation of impact.