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In an age where data-enabled digital marketing has become a science, one would think consumer understanding would be measurable and predictable.
But it’s not that simple.
Take the music industry, for example. From the iPod to Spotify, the industry’s 21st-century story was digitalization. Today, virtually every song ever made is available online for free. But the 2010s saw an analog zombie rise from the grave: vinyl.
In 2023, vinyl records outsold CDs for the first time since 1997 and sold $1.2 billion worth of copies across the nation. This transformation took industry leaders by surprise. United Records had to scramble to revamp
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