Why media fragmentation is a cure for communications laziness

The benefits of media fragmentation are beginning to outweigh the downsides, argues Simon Rutherford. 

It is surprising to hear media fragmentation is apparently still the number one concern for many clients. True, it’s now more expensive to reach your target audience through traditional media, or at least it’s more expensive to buy the same levels of reach that you may have historically. It’s also true you have to use a number of different channels to get a result these days and that it’s more time consuming joining these channels up.

However, there is a positive. Media fragmentation is forcing the media and marketing industry to think more about their customers. In fact, I’d go as far as saying it’s the cure for communications laziness.

Any media agency or marketer who desires wealth creation for their business or their client’s business needs to have greater discipline in looking at who their customers are (past, current and potential), they also need to seek relevant context in which to have conversations with them.