We will see brands re-addressing which channels are being the most effective and increasing focus on customer experience over broadcasting, streamlining content and increase niche targeting – targeting a narrower, more specific audience with more specific topics. Similarly, expect to see consumers also ‘turning brand noise down’ or even muting brands as they become tired of being shouted at and sold to within ‘their spaces’. It’s a year to remember that if you don’t resonate with your target audience, you run the risk of failing. Get the full story at The Drum