Brand building always gets hindered by the waste and inefficiency. Allocating the marketing techniques in the best way is arguably the most vexing challenge for marketers (White D., 2000). Some marketers maintain to have trustworthy rationale and this challenge has never been that much difficult or important. Nature of marketing has been redefined by the media, consumer behavior and data available to marketers. New techniques and principles have outdated the traditional approach of marketing. Today’s changing preferences of the customers are making marketers to keep themselves up to date and use all the effective resources for communication(White D., 2000).
Three factors that help markets to stand out of the rest are as follows:
- Fragmenting Media
- Consumer behaviorand their bargaining power
- Data proliferation.
Fragmenting Media
Media mix continues to burst out in today’s marketplace playing the most significant role in branding and promotion of any product or service. The once-simple mix of television, radio and print has stuffed into a broad gamut of print and electronic options; Internet has become the most important sign of changed media landscape. In order to aggravate matters, the choices in each medium have expanded. For instance, Television has burgeoned to hundreds of cable channels from three network which carries with it brad messages.
品牌建设一直被浪费和效率低下，阻碍了。以最佳方式分配营销技巧可以说是营销人员最棘手的挑战（白博士，2000）。一些商家保持有可信的理由，这一挑战从来没有那么多的困难或重要的。营销的本质已经被重新定义的媒体，消费者行为和数据提供给营销人员。新技术原理已经过时的传统的营销方法。今天的客户的喜好的变化使市场保持自己的日期和使用的所有资源的有效沟通（白博士，2000）。
三个因素有助于市场脱颖而出的休息如下：
•破碎介质
•消费行为和他们的议价能力
•数据增殖。
分散介质
媒体组合继续爆发，在今天的市场上，品牌推广的任何产品或服务，发挥最重要的作用。电视的一次简单的混合，广播和印刷已经塞满印刷和电子选择宽色域；互联网已成为最重要的标志变化的媒体景观。为了加重的问题，在每个介质的选择已经扩大。例如，电视已经成长为数百个有线频道三网络，是布拉德的消息
