Thursday, 11 October 2012

Future of Marketing: A New Model Where Offline & Online Become One

The screaming pace of technology has evolved the role media plays in how people consume and share information from special reports and broadcasts to being intertwined in the fabric of everyday life. Digital and emerging media channels continue to advance and complicate the choices marketers have at their disposal to reach and engage their target audiences but few organizations have turned the change into a way to benefit their success.

A recent study by the CMO Council reported that just 9% of 200 global marketers have a highly evolved, integrated marketing model with a clear, proven evolution path. This is a staggeringly low number, but not surprising when you peel back the layers of how marketers plan today.

Friday, 14 September 2012

Future of Marketing Planning: From Annual to Agile

Marketers say, “you had me at hello” when the conversation is about complexity in the marketplace. No one doubts that there is more diversity among consumers, more fragmentation in media consumption behavior, more marketing choices and more ways to buy. And, no one doubts that the pace of change is accelerating.

How has the media industry responded? Publishers are busy scrambling to find business models that work. Agencies and brands divided their attention, but they didn’t conquer. On the digital side, agencies and brands make mad dashes from one popular site de jour to the next and embrace a “test and learn” approach. Yet, on the traditional media side, they remain rooted in the long, slow march of annual planning.

Wednesday, 18 July 2012

Data, Data Everywhere - But Where's the Marketing Performance?

More companies than ever are identifying themselves as “data-driven,” but challenges in managing, interpreting and implementing the data continue to mount. A recent study by the Columbia Business School and NYAMA reported that “39% of marketing executives confess that they have lots of customer data but don’t know what to do with it.” Data projects are expensive and time-consuming and, often time, leave marketers without answers to foundational marketing questions, including “How can I use this data to deliver better results and improved ROI?”