And whether you realize it or not, it impacts your business now. Large corporations have long recognized the virtues of media for business. They sponsor television shows to support their consumer products. They publish glossy magazines to place their cars in exotic settings. They hire celebrities to endorse their public image.
Media connects with people.
And that connection drives market development. Unfortunately, traditional media impose huge barriers to entry. Even when the returns are there to support it, few companies have the resources to get in the game. For this reason alone, most people don't even consider media development as part of the marketing mix. This is about to change.