Media fragmentation will force marketers to target their messages to smaller, niche groups--online and in the real world.

FORBES: CMO Summit

Media fragmentation has led to not only an abundance of choices for consumers but an abundance of challenges for brands.

FORBES: All Broken Up About Media Fragmentation?

In a world of media fragmentation, social media ubiquity and mobile technology, content has risen to center stage as the focus of many marketing efforts.

FORBES: Content Creativity: Turning Point of View into Brand Equity

And with this distinction, Mahindra ushers in a new era for its brand, but also innovative brand building thinking for the future in the face of growing change and media fragmentation.

FORBES: Rise: A Motto, Not A Tagline

The MBA students identified the three key industry change drivers as such: whether or not there will be continued economic downturn, the ever-present influence of digital and continued fragmentation of media channels.

FORBES: gyroVoice: A Look at the Agency of the Future: Sorry We Won't Be Riding Hoverboards

Faced with increasing fragmentation in traditional media, marketers hope to connect with consumers when they are in a place where they can make a purchase immediately.

WSJ: New Technology to Lure Shoppers

Because of this new world of information sharing and audience fragmentation, it is important that the messaging in advertising, media (in a PR domain), product packaging, internal and external memos, etc. be consistent.

FORBES: PR Is Dead