Leveraging Resistance for Media Expansion Prospects
In this rapidly evolving media landscape, it's no shock that friction emerges as old and new collide. Navigating and learning from this friction can empower marketers to make smarter decisions that boost ROI.
As Jane Lacher, a senior consultant and head of media at R3, explained at Mediaweek, our industry is grappling with friction stemming from traditional ways of operating versus the innovative approaches we must adopt.
This internal struggle is fueled by siloed structures within marketing organizations, creating tension across the sector.
When exploring the origins of such friction, factors such as resistance to change, lack of training, technical incompatibilities, and cultural shifts become apparent. To reduce this friction, strategies like education and training, gradual transitions, open communication, leadership commitment, and incentives for adaptation can help.
However, for a detailed account of Jane Lacher's insights at Mediaweek, I recommend checking official conference materials or transcripts for the most accurate information.
In the evolving media landscape, business operations often face friction due to the collision of traditional methods and innovative approaches, as highlighted by Jane Lacher. This friction is exacerbated by siloed structures within marketing organizations, impeding progress across the sector. To overcome this, it's crucial to focus on strategies such as education, open communication, leadership commitment, and gradual transitions, all aimed at reducing friction and facilitating constant growth in marketing finance and technology.
