Breaking through the white noise

This article examines how the explosion of AI-generated content has created a marketing white noise problem for Media Tech vendors, making it harder to attract attention and generate leads. It analyzes the declining effectiveness of trade shows as direct sales vehicles, with NAB Show attendance roughly halving since 2016, and argues that modern marketing requires a shift from quantity to quality. The piece concludes that future marketing leaders will win by leading with original insight, integrated sales-marketing teams, and sustained community engagement.