In the mad rush to turn every digital dot in America into an advertising message, we forgot about the most important thing. The most important thing is, what's the point?
Simon Uwins, chief marketing officer of Tesco's Fresh & Easy Neighborhood Market, nails it in the current issue of The Hub: "Marketers are creating more and more different types of media," he says. "And yet consumers are increasingly fed up with being bombarded by all these media."
That disconnect shows up in sharp relief everywhere we go -- online, offline, in-home, out-of-home, at the store. It's been estimated that the average consumer is exposed to something like 7,000 media messages a day … but only absorbs seven. "It's an interesting problem the industry has," says Simon...
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