With innovation, there are more possibilities. Conversely, resistance to advancements can lead to slower progression. Marketers are often faced with a dilemma of when and how to integrate emerging technologies, such as mobile, particularly when resources are scarce.
Powerful brand experiences create valuable brand advocates, active promoters who recommend brands; these promoters are the means to more revenue. The “would you recommend” question is one that has been heavily relied on by companies to determine growth and profitability, using metrics such as the net promoter score.
How can you make the most of your marketing budget? Today, more marketers are faced with the inevitable, budget cuts. Thus, it is even more crucial to select the “best” solution that will deliver sufficient return. Increased digital media is just one way marketers can get more bang for their buck, as validated by many CEOs from large companies, such as P&G, Walmart and General Mills.
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What do digital media planners do? Are they immersed in building creative and strategic approaches? Are they media ninjas focused on hitting an exact target for advertiser success? Where do they spend most of their time? One word: spreadsheets. The comical, yet sadly true snapshot below brings this reality to life.
What is the future of media? “We are witnessing a transformational moment in our industry. We are at the beginning stages where an industry lets go of broken and outdated business models (and processes) in order to be young again and creative about new models and new types of relationships,” as Shawn Riegsecker, CEO of Centro, stated in a recent interview with The Makegood.
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More Gain, Less Strain. This is a reoccurring theme for the client/agency relationship as emphasized in a recent CMO Council study. Top “strains” include limited knowledge of business and digital landscape, agreed upon performance metrics, integration of marketing plans/services, lack of value add strategic thinking and budget/pricing issues.
According to eMarketer, U.S. online spending will grow 23.3% to $39.5 billion in 2012. Additionally, it will exceed total spend for print magazines and newspapers for the first time. Meanwhile, TV ad spending is expected to grow, albeit at a slower pace, alongside online growth.
