If you are reading this blog, if you are thinking about how web 2.0 can help your business and form part of your marketing strategy then you are well ahead of many marketers!
According to Online Media the ANA reports that
"More than 90% of the 250-plus marketers
surveyed .. plan to increase their digital spending. But plenty of
obstacles stand in the way of fully embracing the new world disorder of
fragmentation and personalization of media--culture being the biggest
one.
While recognizing the importance of a
digital culture, only 24% of the survey respondents think their
organizations are digitally savvy. Among the barriers cited to making
bigger digital investments are insufficient metrics (62%), lack of
organization support (51%) and lack of experience in new media (59%).
In addition, almost 60% of participants believe creative, strategic and
media capabilities should be rebundled--but there's no clear view of
which type of agency should lead."
The research identified 5 key themes, which are quite interesting
Marketing as Conversation: It's
less about sending a message and more about conversing. More than half
the marketers say they plan to increase their PR budgets to help in
this regard.
Insight into Foresight: Technology enhances targeting capability and 80% of marketers surveyed place a high importance on behavioral targeting.
Media is the New Creative: Distribution and context
rivals creative execution in importance. A new role of "communications
integrator" is emerging that bridges the gap between media, creative
and brand strategy. More than 80% of participants say communications
planning capabilities will be critical moving forward.
Marketing + Math + Technology: Data quality,
quantity and accessibility mean that math is everywhere. Leaders are
more likely to have the metrics and capabilities to judge the effects
of new media.
The Network Effect: Digital media requires a far
higher level of collaboration and coordination across all players.
Nearly 60% of survey respondents believe creative, strategic and media
capabilities should be rebundled--but there is no consensus as to which
type of agency should lead.
Whether you are in a small business or a large corporation these themes are relevant. I believe that small business are no longer disadvantaged through lacking of funding, indeed they have important strengths - they have the ability to trial, the ability to act quicker, the ability to evolve ....combine this with imagination > budget then we need to crack on with developing our marketing strategies.
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