"It is not the strongest of the species that survive, nor the most intelligent, but the ones most responsive to change" - Charles Darwin.
However "responsive to change" as a piece of marketing advice is probably a little thin.
In a fragmented media landscape companies must battle issues of cost, complex messaging requirements and consumers being able to edit or evade adverts. Change for change's sake or change with out direction won't get you very far, a marketers response (no matter what the media) should really be "will it cut through? Is it interesting or amusing? Will people talk about it?"
Constantly interrupting people with adverts just won't work. Whilst there can't ever be a truly perfect new media cocktail, I recently came across an interesting paper by BBH's Jim Carroll who set out "10 principles for marketing in the age of engagement".
1) The first priority is engagement
2) Fame is a legitimate objective
3) Recognise the critical role of the aesthetic
4) Embrace speed and intimacy
5) Explore beyond narrative
6) Extend across platforms
7) Treat brand messaging as content
8) A big idea holds it all together
9) Take risks
10) No sector is exempted from the principles
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