6 Keys To Digital Marketing Success
Posted: July 10, 2009
By Booz and Co.
Marketers, agencies and media companies today face a changed environment. Consumers are now media producers, programmers and distributors. 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. The mix of media channels has shifted from a one-way broadcast model to a set of dynamic two-way media forums. Now, consumers not only talk back to marketers and interact with marketing messages, but also reshape and distribute those messages through global communities.
With this shift comes the potential for more direct dialogues between marketers and consumers. Marketers can take control of the relationships and create new opportunities to directly reach, connect with, and influence consumers. In the past, marketers couldn’t listen to consumers in real-time, or predict what they were going to do or say. But now, they can — and they do.
How, then, do marketer capabilities and relationships need to change as disruptive technologies transform the marketing value chain? To answer that question, the Marketing & Media Ecosystem 2010 study was recently conducted by Booz & Company jointly with the Association of National Advertisers (ANA), the Interactive Advertising Bureau (IAB), and the American
Association of Advertising Agencies (AAAA). This project was the first cross-industry partnership of its kind. More than 250 marketers, including 75 industry revenue officers to CMOs to CEOs — participated in surveys, interviews, or both. Together, they identified the ways in which the complex media environment is reshaping the marketing ecosystem. And they spotlighted the priorities, capabilities, and partnerships that will be increasingly required across the marketer–agency–media value chain.
To download this study, click here.
Loading ...