Marketing & Media Ecosystem 2010

By Barbara Bacci Mirque

Marketing fundamentals have not changed, but the strategies, investments and capabilities required to succeed in marketing are being transformed.  The reshaping of our complex media environment will require changes across the marketer-agency-media value chain.

Marketing & Media Ecosystem 2010 (MME 2010) identifies the priorities, capabilities and partnerships required across the marketer - agency - media value chain to optimize now and prepare for the future. The first phase of this joint study between the ANA, IAB (Interactive Advertising Bureau), AAAA (American Association of Advertising Agencies) and management consulting firm Booz Allen Hamilton was unveiled last year at the ANA 2007 Annual Masters of Marketing Conference. The second phase of this multi-year study, was recently completed by the IAB.

Senior marketing executives recognize the importance of creating a “Digitally Savvy” organization and culture, but less than one in four agree their organizations are currently digitally savvy.  Media companies are  responding to the expectations of marketers by developing creative, offering behavioral targeting, generating consumer insights, and helping calculate ROI as they join marketers and agencies in re-tooling their agenda to drive growth and connect to the consumer.  Marketers indicate that the ability to deliver consumer insights such as behavioral patterns and needs will become increasingly important,  and they are leveraging one-to-one consumer interactions (including ethnography) and digital channels that provide real-time behaviors and patterns.  ANA members are experimenting with making their consumers advocates by shifting marketing objectives from sending a message to facilitating conversations them.

Stay tuned for more updates from this important research in the coming months. ANA members can read the MME 2010 white papers at http://www.ana.net/michome.

Comments

[John Gillett]

It seems that the greatest opportunities afforded by digital marketing is the integration of the behaviorial data that will jump start personalized one-to-one campaigns.

Psychographics are at least 30 years old, and motivators are well-understood, but their application has been met with only limited success -- digital integration could change that.