In the 20th century, nearly every marketing problem had one solution—the 30 second TV ad. If you had a product to sell, you could reach everybody you needed to with a powerful, highly polished message in a very short period of time.
Yet marketing in the digital age is different. Building awareness is no longer sufficient. In fact, it may even benefit your competitors more than it does your brand because once consumers react to your message, they will be retargeted using digital methods.