JAN
2
Ad Houses Will Need to Be More Nimble†
Clients Are Demanding More and Better Use Of Consumer Data, Web
Wall Street Journal, January 2, 2008 — The Web's emergence is forcing ad executives to succumb to marketers' demands that agencies reinvent how ads are created, and forgo their TV-centric approach. Clients are even calling for changes in the way ad firms are structured. But until now, few advertisers have spent more than 5% to 10% of their marketing budgets online. With the growth of online video and social networking, ad experts expect that percentage to jump significantly this year.
Categories: Marketing Strategy, Marketing Effectiveness
From Phil Darby on January 4, 2008
Sorry guys, but this is REALLY old news!
Clients have been clamouring for change, such as a broader perspective, use of a wider range of communications routes, better use of data and better integration for the last twenty years.
I for one, have been working with marketing services firms around the world to help them re-think and re-structure in order that they might deliver the kind of service their clients need.
We are in an era of New Model Marketing when successful companies are built around their brands and marketing is firmly in the driving seat. Marketing services firms of every flavour have to change the way that they work and the support they provide.
The move away from mainstream media like TV toward digital and other communications routes has been happening with gusto for the last ten years. Which is why all the old advertising agencies are licking their wounds and mourning the loss of their gravy train.
If you want to know where this is heading take a look at Jim Taylor's book "Space Race" and if you want to know where we have got to and what to do oabut it you'll get an idea from my blog.