Advertising
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The Association of National Advertisers (ANA) released details of a comprehensive new study that points the way to rapid, significant change for many of the country’s biggest advertisers. The study, titled Marketing & Media Ecosystem 2010, advises:
“As the media environment becomes increasingly complex and rooted in the digital space, the existing marketing agenda and capabilities need to be re-tooled and marketing organizations, agencies and media companies are having to change at an unprecedented pace. [M]arketers and their agencies must change as the convergence of media and technology, combined with the fragmentation and personalization of media, changes the connection between marketers and end users.”
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Paula Stout recently offered an interesting analogy in a Business Week article that illustrates the divide that often exists between sales and marketing at many companies. She said sales often uses the aspirin approach: sell to the pain points a customer might have. On the other hand, marketing often uses the vitamin approach: they assume clients want to grow so they offer longer-term solutions that will fortify future performance. It’s an illustrative comparison. The problem, of course, is that unless sales and marketing are on the same page, there is a good chance that your customers or prospective customers will be confused about your brand.
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As the excitement of fall slowly wears off and the people of the Midwest settle in for what promises to be a long, cold winter (c’mon, we all know its true) there is one more new autumn beginning to look forward to—the fall T.V. season, which kicked off Monday. And in this business, what could be more important than the shows themselves? Why, the advertisements, of course.
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For those closely following our changing media landscape, you may already be familiar with the recently formed Association for Downloadable Media, an organization whose primary goal is to develop standards for podcasting advertising and audience measurement. On Friday, September 28th, the ADM will be hold its first in-person meeting at the Podcasting and New Media Expo. This will give attendees the chance to discuss the goals of the organization and discover what benefits podcasters may gain through ADM membership.
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A new report released yesterday from Nielsen Media Research continues to illustrate the changing media environment. Overall, it showed advertising spending in the first half of 2007 declining 0.5 percent over last year’s figures. The biggest gainer was Internet advertising which increased 23.2 percent, and the media showing the most substantial decline was network radio which lost 8.5 percent.
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