What does the earth's geology have in common with advertising?

We learned in middle-school science class that the earth's crust consists of tectonic plates moving slowly but with jarring impact-like volcanos and earthquakes.

In advertising, consumer behavior is the magma, the major catalyst, that creates seismic shifts. Accordingly, brands must engage with their audiences in a way that resonates with how they consume content-seamlessly across channels on multiple devices and in different contexts. Failure to do so risks losing that audience to a competitor who can. It's that simple. The sophistication required isn't a luxury-it's essential for any marketer who wants to maintain control over their media investments and authenticity in their relationships with consumers.

Managing the omnichannel opportunity means accounting for these six seismic shifts