Journalism and Mass Communications, College of
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Document Type
Article
Date of this Version
2018
Citation
Rishad Tobaccowala & Valerie K. Jones (2018) To Thrive in Today’s Marketing Landscape, Embrace Schizophrenia!, Journal of Current Issues & Research in Advertising, 39:3, 266-271, DOI: 10.1080/10641734.2018.1497347
Abstract
We are entering the third connected age, powered by deep connectionsamong data, interconnected and Internet-connected objects, and engag-ing, immersive communication. Communication and media are undergoingradical transformations–influenced by artificial intelligence, the Internet ofThings, virtual and augmented reality, and voice-powered devices–and asa result, the advertising landscape is transforming as well. Brands connectdirectly with consumers, built on rich, data-driven relationships. As theway brands are built changes, so must the skill sets and approachesneeded for building and advertising brands. We outline a new model forsuccess and discuss future challenges and opportunities for academics, stu-dents, and professionals, to thrive.
Included in
Broadcast and Video Studies Commons, Communication Technology and New Media Commons, Journalism Studies Commons, Mass Communication Commons, Public Relations and Advertising Commons, Social Influence and Political Communication Commons
Comments
Copyright © 2018 American Academy of Advertising. Published by Routledge/Taylor & Francis Group. Used by permission. Released under Creative Commons Attribution Non-Commercial license CC-BY-NC.