How often have you heard this phrase: “There are many challenges in the field of marketing today to produce creative work that actually works.” This is a common comment and one we’ve heard in client meetings and on the podcast. In fact, I’ve probably said this at least a dozen times on the show without fully unpacking what this means.
In this article, we pulled together insights from our conversation with Fitz Cahall, host of the Dirt Bag Diaries, on The Backcountry Marketing Podcast, to identify what exactly those challenges are. After all, if the phrase: “Keep your friends close and your enemies closer” has any meaning in this context - it means that you can’t overcome challenges without being aware they exist in the first place. Here are the key takeaways from the conversation:
1. Fractured Audiences and Nuanced Interests
"Audiences have become fractured," Cahall explained. "Everyone has this very nuanced interest, and it's being catered to them by algorithms." The days of universal cultural moments, like the buzz surrounding Game of Thrones, are fading. Brands now face the daunting task of creating content that can cut through this fragmentation and resonate deeply with specific, niche audiences.
2. The Sheer Volume of Content
Cahall noted, "The amount of volume, the amount of noise... makes it hard to break through sometimes." With millions of podcasts, videos, and social media posts competing for attention, standing out has become increasingly difficult and resource-intensive. As Cahall put it, "When I started *The Dirtbag Diaries*, there wasn’t much out there. Now, the path to success is more sophisticated and expensive."
3. Economic Uncertainty
"We’re definitely in an economic downturn in marketing and media," Cahall stated. This downturn is forcing brands to reevaluate how they spend their budgets, with many struggling to balance short-term tactics with long-term strategic investments.
4. The Rise of AI
Cahall didn’t hold back on the disruptive force of artificial intelligence. Tools like ChatGPT and AI-assisted searches are not only altering how consumers interact with content but are also challenging traditional revenue models, such as Google’s advertising business. This has a trickle-down effect on our world of outdoor media and will create an influx of subpar- AI driven content.
5. The Ephemeral Nature of Virality
Reflecting on platforms like TikTok, Cahall pointed out, "Someone will make a video, get 25 million views in two days... But then, it drops off a cliff." This fleeting attention makes it difficult for brands and creators to build sustainable engagement strategies.
6. The Need for Authenticity and Thoughtfulness
Despite these challenges, Cahall emphasized a path forward rooted in quality and connection: "The way through that is through quality, through thoughtfulness, through caring, through empathy, and curiosity." He advocated for prioritizing deeper connections over sheer reach, even if it means sacrificing audience size.
7. Navigating a Chaotic Landscape
In Cahall’s view, the current "galactic upheaval" in media and marketing presents both confusion and opportunity. His advice to brands? "Take a moment to think about where you want to be in two or five years and start there." He encouraged brands to focus on their larger story and values, as this clarity will guide them through the storm.
Cahall’s insights underscore the complexity of today’s media landscape. From fractured audiences to the influence of AI, brands face an uphill battle to connect meaningfully with consumers. Yet, as Cahall suggests, the solution lies not in chasing the latest trend or virality but in embracing a thoughtful, long-term strategy centered on authenticity and human connection.
What does this mean for us today? It means the game has changed. Effective creative has to be strategy-led, designed for a particular audience on a specific channel, and has to be developed rapidly enough to test, iterate, and test again.
Check out Fitz Cahall’s episode for a deep dive into this topic.
