Marketing budgets are going to shrink. But even if they’d be unlimited: 360° marketing strategies of “filling up all channels with stuff” would have killed you in the next few years.

Think of a young professional sharing her feelings/findings/needs or the name of the new helpful start-up she just discovered with her grandma. Or think of the successful guy from high school, sharing those things with a former classmate that is struggling to find a job…

A classical marketing set-up is not gonna lead you the way into those kinds of exchanges. Focus on newsworthiness, build campaigns around PR-stunts. Advertising driven by the offers of the media agencies is gonna fail even harder then before. Think about context, and white spots on the map of everyday culture.

The best ideas must define the media channels (not the other way round).