Marketing in the latter part of the 20th Century was dominated by TV advertising … and to a lesser degree print media. All very straightforward from a positioning point of view.
As the 21st Century gets fully underway things are rapidly becoming more complicated. As more and more hand-held and interactive devices get wirelessly connected to the internet, it is becoming apparent that marketers are going to have to raise their positioning game.
Advertising Age are suggesting that as e-readers, smartbooks, tablet PCs, game-consoles, portable entertainment players and even sat-navs become wirelessly connected some really fresh and unexpected advertising opportunities are emerging for both advertising and interactive communication with potential positioning targets.
The good old days on one-dimensional positioning statements are firmly in the past, but we are thoroughly enjoying the challenges of creating more and more multi-dimensional positioning statements to capitalise on the new media opportunties.