The Monkey Shack

In the age of new media and TiVo, much has been discussed about the impending death of television advertising as we know it. Media companies have desperately searched for ways to more accurately measure viewership, and companies have struggled to realize the advertising power the medium once provided.

So while others sit back and complain about difficult market conditions and evolving media habits, some companies lead through innovative and creative thinking. Domino's Pizza announced a deal with TiVo yesterday that allows subscribers to place an order directly from their TV's connected TiVo box. The move broadens TiVo's content delivery system, which also allows subscribers to make purchases from Amazon.com or order movie tickets from Fandango.com.

This is just one example of how marketers are find new solutions to adapt to changing consumer needs and behaviors, made possible through the same digital technology that has eroded their advertising power in other media in recent years. Marketers can never settle into a comfort zone of simply duplicating last year's marketing plan. The business landscape is continually evolving, and marketers must learn to adapt or become irrelevant.