Challengers, Disruptors and Leaders All Exist and Compete in the Media Space

Marketing has expanded past just legacy brands and ‘others’

the outline of a person's head; in the middle is outer space and a rocket ship
A shakeup is happening where legacy brands aren't the only ones in the space anymore. Getty Images

The world of marketing used to consist of established brands and everyone else. The established brands spent heavily in traditional media to maintain and grow their markets, which were served by brick and mortar retailers. Everyone else chipped around the edges using direct mail, newspaper inserts and cheap late-night TV spots for direct response and relied more on warehouses than retail storefronts.

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@johnpiccone John Piccone is president and chief revenue officer of Simulmedia.