From an Fast Company article on The Future of Advertising:
“The irony is that while there have never been more ways to reach consumers, it’s never been harder to connect with consumers.” – Brad Jakeman, chief creative officer at Activision
I don’t think this is quite true. It’s easier to connect with consumers than ever, because now we have social media tools that allow us to do it. In reality, advertisers were never really “connecting” with consumers before. It’s just that they defined almost anything — someone viewing their commercial or driving past a billboard — as a connection.