1. Companies need to build marketing and communications platforms themselves to connect with consumers.
2. Companies need to serve themselves and advertisers better by delivering more relevance.
These strategies are not mutually exclusive. They are two parts of a whole. Jarvis contends that this strategy will be necessitated by decreased advertising dollars or what he refers to as “Chaos Theory.” I’m not sure I believe that overall spends will decrease but if they do it would be wise to reallocate that money to building platforms (not websites) that deliver relevance.