2018 was a tumultuous year for media and advertising. It might look tame compared to 2019. A lot's happened in the past 12 months. Digital-media companies started to hit a wall, and Facebook battled one public-relations crisis after another. TV viewers cut the cable cord. New kinds of consumer companies challenged conventional marketers.
From the #MeToo movement to Black Lives Matter, we’re witnessing vast cultural changes that have made us acutely aware of the inequities in our society. These mass shifts in our collective consciousness were always bound to have a powerful impact on consumer attitudes and behavior, which is why advertisers and marketers always need to keep them in mind if they want to develop relevant campaigns that capture the concerns of their customers.
Marketers are always under pressure to develop innovative ways to reach consumers. This means they have to keep pace with radical shifts in consumer preferences and expectations, many of which are spurred by the adoption of new technology. For example, there are more than 3 billion active social media users, and this has forever changed the way brands interact with consumers. From increased customer engagement to the integration of multiple digital channels, marketers are working hard to leverage the awesome power of social media.