'Laggards' in the "New World of Advertising"

Online marketing is going Lennox Lewis...Mowing down the challengers of old on the ladder of competitive media dollars...

Check out this strategy article about the "New World of Advertising"...It's a long one, but bare with the length...When you see a strategy article like this one, it's good to hear that marketers are finally coming to reality.

According to Christopher Vollmer, John Frelinghuysen, and Randall Rothenberg, the winners in the marketing world are reconfiguring their strategies in these key ways.

• Shift spending and management attention to digital media, and use those media to more effectively influence consumer purchase behavior.
• Develop formats to promote interaction with audiences, especially their most likely consumers.
• Create new research approaches and metrics that measure outcomes, not inputs.
• Combine “above-the-line” advertising (TV, radio, and print) and “below-the-line” marketing (promotions, sponsorships, events, public relations) in new two-way, integrated campaigns.
• Create their own branded entertainment assets and appeal to customers directly through them.
• “In-source” new skills and capabilities to achieve greater sales impact and other measurable results.

The article also touches on a good point with regards to why some industries are moving slow with media plan changes.

They used the auto industry as a solid example. Don't forget that reallocating media dollars requires restructured alliances between dealers and manufacturers. A lot of online and offline marketing departments are not used to working with each other. With regards to strategic partnerships, you have to allow the container ships to change direction.

Good to hear the plates are shifting again...

On Top, Won't Stop,
IronDog