Final answer:
Marketers must stay informed of evolving trends to effectively adapt to the changes in media consumption and marketing strategies. The rise of digital media and the decline of traditional advertising have led to innovations in reaching consumers and personalized marketing. Globalization and technological advancements have opened markets and increased competition, necessitating keen observation of market trends.
Step-by-step explanation:
Marketers need to read newspapers, magazines, surf the Internet, watch TV, listen to the radio, and absorb the trends that are evolving in society and around the world. The evolution and current role of different media, such as newspapers, television, and new media, significantly impact consumers' behavior and marketing strategies. In today's digital age, consumption of traditional print news media, radio, and television news has declined as more people, especially younger generations, turn to digital sources for news. This shift demands marketers to stay abreast of emerging trends to effectively engage with the audience.
Advertising strategies have had to adapt to these changes. With technology empowering consumers to skip traditional advertising, and an increase in consumer skepticism towards political institutions and traditional advertising, there is a push for more direct and personalized marketing approaches. Companies are considering new ways to reach consumers, including the use of targeted digital advertisements and leveraging business-to-business websites for global outreach. The two primary forces driving these changes are technology and globalization, with advancements in communication technologies opening markets worldwide and intensifying competition.