HBR Staff/Unsplash
Summary.
In the Internet era, content is not only abundant but increasingly fragmented. Customers’ attention is also becoming fragmented due to the short videos and other media they consume every day. As that happens, the traditional logic of consumer product innovation and marketing with sophisticated, big-budget development is becoming less efficient.
Read more on Consumer behavior or related topics Marketing, Product development, Operations and supply chain management, Analytics and data science, Brand management, Social media, Goods, trade, and consumer services, Retail and consumer goods and Asia
