Ali Nehme believes that marketers need to mirror agility and experiences consumers expect today.
Purchase and consumption shifts are paving the way for dramatic new habits, ones that will continue to evolve until they become dominant. These new habits are not being translated into a shift in spend and investment. The endless struggle to protect the traditional share is a losing one; everybody is basically fighting the wrong battle. Today, top advertisers, across verticals, are exploring e-commerce, even though most of them don’t know quite what to expect.
We’re an industry of $4bn spend at best, with an average of $14 in media spend per person. Compare that to the US with their average
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