by Barbara Bacci Mirque
In the Web 2.0 world we inhabit today, all of the paradigms are shifting. Advertisers are becoming content providers. Agency models are in flux. Media is the new creative. There are hundreds of television channels, and microsites, webinars, social networking and podcasts are supplementing the traditional media channels I grew up with in my marketing career.
In our Marketing Media Ecosystem 2010 study, conducted with the AAAA, IAB and Booz & Co.
across all of our respective memberships, our research results demonstrated the need for all of the various constituencies to become more agile and flexible as they transform their business models. This is because the landscape is at an inflection point - online is no longer experimental; there is massive audience fragmentation providing more choice for consumers but also for advertisers; search and ad networks are key growth drivers; media segments are blending.
Thus, it is an exciting time to be a marketer but also a complex one. Marketing accountability used to be the number one issue that kept up our senior marketers at night but that has been supplanted by the challenges posed in integrating new media with traditional media. Recently I had a blast talking about this very topic with Gordon Hughes, CEO, American Business Media. We were interviewed by Matthew Schwartz of Scribe Media in Scribe's very impressive studio. Not only are magazine publishers adapting to the digital age but they are now offering advertisers a variety of new tools and formats that were unheard of 10 years ago. Through Gordon’s stewardship the ABM membership is living the results that we published from MME 2010 – namely that media sellers must become consultants and demonstrate to marketers how to effectively navigate the choppy waters.
To learn more about this topic, tune in to the videocast at:
http://www.scribemedia.org/2008/07/29/from-print-to-digital-business-advertisers/
I hope you have as much fun watching as Gordon and I did participating!
You're right, it is an exciting time to be a marketer.
Responding to multicultural consumers usage of the Internet (second only to TV), we're launching a new digital-only magazine that has "consumerism" editorial as its focus, "The Penny Wiser" (http://www.the-penny-wiser.com).
We're using Permission Email to distribute to 1,000,000 BLACK AND LATINO CONSUMERS quarterly.
The PW promises to be a unique vehicle, editorially/creatively for its subscribers and very cost-effective for advertisers. Email has the highest ROI of any online marketing tool.
We're LOOKING FOR ADVERTISERS for our March 15, 2009 debut issue.
I'd like support of this new, viable multicultural digital medium.
Marla Currie
Targeted Media Online
mcurrie@targetedadgroup.com
Posted by: Marla Currie | February 16, 2009 at 02:20 PM