Will Big Brands Survive? The Future of Marketing in the Digital Age

For most consumers, brands today are taken for granted, as if they have been around forever. But in the early years of capitalism, brands were unknown, because business was largely personal, consumers were cash-poor and mass media did not exist.

Fast forward to today, and the average Western consumer is exposed to over 3,000 brand messages every day. Yet, recent research shows that most Australians can’t recall most brands or their advertisements, and that brand affinity and loyalty has declined markedly in recent years, especially among digital-native consumers.

So what’s going on?

In this thought-provoking keynote, former Facebook CEO for Australia and New Zealand, Stephen Scheeler, diagnoses the ailments afflicting “mass brands” in the digital age. He highlights how data, analytics and technology are disrupting big brands’ once-reliable playbook for reaching customers and selling products – and how social media, subscription video, mobile commerce, Amazon, AI, home delivery and voice assistance are combining to form a toxic witch’s brew for traditional brand leaders, while opening up new opportunities for nimble, data-driven, digital-first upstarts.

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