This is recent review of marketers – Return on investment became important from year to year, all these campaigns of awareness creating for brand, product etc. do not satisfy anymore. And who gives the Best answer? Web and Mobile. Today it hard to understand that companies spent millions and millions in order to send expensive messages while it was absolutely unclear if market accepts them. Major criteria were that CEO’s wife liked it :). It was no bi-directional relations. Today in digital media you plan campaign for specific person, send it in right time, understand his feedback (or lack of feedback) and correct it on spot until you win customer attention.
Radio, Press, TV and Outdoor simply cannot provide it and even do not try to go on this way. That’s why they fade or shrink within 10-20 year. Digital take it all.