That meant that attention was divided dramatically among all the programming, leaving TV with fewer individual programs that brought in truly mass audiences. In 1952–1953, I Love Lucy garnered a 67.3 rating, capturing

trended on Twitter,

Digital platforms that didn’t exist during your planning session can suddenly be central to your business.

More than 60 percent of users start their surfing behaviors with a Google or Bing search. Page rank algorithms depend on social to drive link strength and popularity. If your site isn’t part of the conversation, folks won’t be finding it with Google.

Our own research, conducted with Adobe, shows just how slow companies have been to use data even from and on their own websites. We’ll

This also begins to change the talent mix because it means marketing has to hire a tech-savvy digital marketer and IT has to hire someone good with digital platforms and not just an expert in Outlook.

Seeing the creative process evolve in real time kept interest levels high throughout the campaign, which is extremely important during a product launch.

ads will eventually become more data-driven, with better targeting and dynamically served.

Systems integration is one of the biggest challenges facing retailers today, but it’s likely that your IT department isn’t going to be up to taking on the challenges.