A thoughtful article by Neil Perkin discussing the changes in business models transforming them to adapt better to the increasing influence of the internet. An example is used, where the traditional newspaper is on a decline in funding, and news on the web is emerging, due in part to new staff that is increasingly both tech and internet savvy.
The same analogy can be said about advertising. Traditional advertising is expensive and not used regularly. With the internet, companies can interact with customers and receive real-time feedback. If companies do not adapt, then, they will fall behind.
An excellent quote from the article stated:
“And in order to redefine the market, you first have to redefine yourself.“