Fragmentation Challenges

One of the biggest challenges for marketers is fragmentation — not just in terms of the proliferation of brands, but also in terms of consumer interests. Twenty years ago, you could advertise on the networks; sponsor the four big sports; get involved with a few big-name concert tours and rest assured that your brand message was being delivered. Now, you have dozens of cable channels with programming that draws passionate followers, let alone original programming that lives only on online; emerging sports and local sports opportunities; a music landscape that is much more diverse; the impact of social media; and new trends and passions emerging every day.

Andy England

Former Chief Marketing Officer of Millercoors