If you read Nassim Taleb's book Anti-Fragile, you'll appreciate how often the things we think are "safe" are actually quite risky.
When it comes to Marketing, I'd argue the standard waterfall process of creating assets, delivering them to media for placement, and hoping for the best, is one of the riskiest ways of marketing ever designed. Yet this process is basically the rule.
With the rise of real-time marketing (I'd say it's a return to real-time), what's keeping brands and agencies from designing campaigns that adapt in real-time? What are the challenges to embracing a more iterative approach to marketing? And of course, is my suggestion completely off?
Would love to hear everyone's thoughts & experiences.