In the Meanwhile
Written on 6:57 AM by Unny
‘In the Meanwhile is a section between the quizzes. Here we try to share some interesting articles, case studies, findings, research reports, etc, not restricted to digital media, but anything related to marketing, media or advertising. Any of you can send material that you would like to share with the rest of us.
Presenting now is an interesting report from BAH (Booz, Allen, Hamilton) titled ‘HD Marketing 2010: Sharpening the Conversation’
“The convergence of media and technology, combined with the fragmentation and personalization of media, is affecting the connection between marketers and consumers in unprecedented ways… How then, do marketer capabilities and relationships need to change as disruptive technologies transform the marketing value chain? The Marketing & Media Ecosystem 2010 study was recently conducted by Booz Allen Hamilton jointly with the Association of National Advertisers, the Interactive Advertising Bureau and the American Association of Advertising Agencies.
- Marketing as Conversation: Marketing is less about pushing messages at customers and more about co-creating experiences.
- Media: The New ‘Creative’ Marketing message distribution – timing, context and relevance – is as important as creative execution.
- Marketing + Math: Data quality, quantity, and accessibility have brought math to marketing.
- Mind the Gap: Marketing spending in digital media is far from commensurate with consumer behaviour shifts.
- The ‘Digital Savvy’ organization:. Technology without and aligned organization, the right talent and a progressive culture is inadequate.
- The Network effect: Partnership and collaboration among agencies, media companies, and marketers will grow in number and depth."
