It’s advisable during a full or partial eclipse to not look directly at the sun, but rather to view it after turning your back and using a pinhole projection.
Looking at the year ahead does, however, require both a direct and unfiltered line of sight and the use of peripheral vision. The first is required because it’s essential that advertisers examine the detailed value and actions of market participants. The latter is just as important because our end customers live in an all-channel, all-platform, active, passive, analog and digital world.
In some of those channels they simultaneously read, view, search, interact, react, buy, applaud and complain. In others they may simply, slowly, yet importantly, be suggestible and persuadable as the wheels of preference turn.
This is essential because this year, more than ever, the marketer will find the fidelity of decision making upset by unprecedented static.
You may read GroupM Senior Advisor Rob Norman's full column in Ad Exchanger here.