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MME
2010
Marketing
& Media
Ecosystem 2010
CMO Roundtable Discussion
2010
MME
z
z
Marketing efforts increasingly in
Marketing efforts increasingly in
digital channels
digital channels
z
z
New media data widely leveraged
New media data widely leveraged
z
z
Quantitative and analytical skills
Quantitative and analytical skills
emphasized
emphasized
z
z
Predictive tools to capture insights
Predictive tools to capture insights
and allocate the mix
and allocate the mix
z
z
Experimental innovation fund in
Experimental innovation fund in
place
place
z
z
Low organizational barriers and
Low organizational barriers and
progressive culture
progressive culture
z
z
More likely to be considered
More likely to be considered
“
“
digitally savvy
digitally savvy
”
”
The Leaders
Characteristics of a Leader
18%
82%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Leaders Non-Leaders
% of Respondents
Only 18% are Leaders
2010
MME
Common Themes
Marketing as Conversation
Insight into Foresight
Media: The New “Creative”
Marketing + Math
The Network Effect
2010
MME
Marketing as Conversation
Marketers shift to focus on media that offer a more direct & deeper
connection
Digital
Mobile
PR
Events
Direct Mail
TV
Print
Out of Home
Radio
50%
100%
Two-way
One-way
Increase SpendingDecrease Spending
100%
50%
2010
MME
Marketing As Conversation: Leading Practices
49% 49% 49%
31%
21%
25%
0%
10%
20%
30%
40%
50%
60%
70%
Word of Mouth Blogs Social
Networking
Leaders are using two-way new media to have
conversations with consumers as part of
marketing
% of Respondents
Non-LeadersLeaders
64%
53%
0%
10%
20%
30%
40%
50%
60%
70%
Leaders Non-Leaders
Marketers are using consumers to get the
word out – a majority believe advocacy in
more important than awareness
2010
MME
82%
80%
66%
60%
59%
49%
43%
39%
38%
32%
71%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Consumer Insights
Behavioral Targeting
Brand Strategy
Customer Marketing
Partnerships
PR
In-house digital production
Field Marketing
Entertainment Marketing
Event Marketing
Sponsorships
Consumer Insights and Behavioral Targeting capability becoming
more important to marketers
% of Respondents
Insight into Foresight
2010
MME
Insight into Foresight: Leading practices
% of Respondents
Laggards– Have todayLeaders – Have today
Leaders – Have by 2010 Laggards – Have by 2010
Leaders are investing in cutting edge capabilities that enable them to
gain insight and react to customers
52
33
30
27
18
36
39
42
42
15
42
21 21
6
9
21
27 27
36
9
0
10
20
30
40
50
60
70
80
90
100
Open channels for
communicating with
consumers
Increased speed
of insight
generation
High flexibility
for reacting to
consumer needs
Dedicated group
of ethnographers
Formalized
processes for
integrating CI
into products
2010
MME
Media: The New “Creative”
52% 52% 52%
26%
Media Company Media Planning/
Buying Agency
Communications
Planning Agency
Traditional Full Service
Agency
Creative takes a back seat; 2x as many say media partners are more
important than traditional agencies
2010
MME
91%
88%
49%
90%
59%
49%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Information Community Entertainment
Media: The New “Creative”: Leading practices
Non-LeadersLeaders
% of Respondents
To achieve relevance, all seek to understand how
consumers use online media for info and entertainment,
but Leaders also understand role of community
39%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Leaders Non-Leaders
Leaders are hiring communications planners
to help make smarter media mix decisions
2010
MME
0%
10%
20%
30%
40%
50%
60%
70%
80%
D
ire
c
t mail
E
v
e
nts
P
rint
T
elev
i
si
o
n
P
ublic r
e
lati
o
ns
R
adi
o
O
ut
of Hom
e
O
nl
i
ne advert
i
sing
P
rodu
c
t-
s
pecif
i
c we
b
s
i
t
e
S
ocial Netw
o
rking
M
o
b
i
l
e
W
or
d
of Mou
t
h (
on
line)
B
logs
/
vid
e
o
blo
g
s
Y
o
u
T
u
be
/
v
i
d
eo posts
V
id
e
o
on dem
a
n
d
/
i
TV
Leaders Laggards
Marketing + Math
% of Respondents
Leaders are 2x – 5x as likely to have the metrics and capabilities to judge
the effects of new media
Digital Media
[...]... with both capabilities 20% Media landscape changing: Relationships, roles and responsibilities will be different Leaders believe… Keep media and creative agencies separate 28% Keep Separate nd le Direct partnerships with media more important than going through an agency 58% 50% of media processes will be outsourced by 2010 55% Media sourcing will look like equities in 5 yrs Media planning/ buying capabilities... 0% Leaders Non-Leaders 0% 20% 40% 60% 80% % of Respondents MME 2010 Leading Thoughts Across Ecosystem “If you are not taking 15% of your marketing budget and asking your marketing partners for tests, you will be in trouble” – CEO, Agency “Digital marketing is more expensive and can be challenging to scale, but we leverage off shoring, & creative out sourcing… let creative versioning become a commodity”... for human capital – it does not replace it” – President of Advertising, Interactive Media Co “In the future, marketing organizations will look like media companies that sell things” – Founder, Interactive Media Co “Generations have shortened from a ten year time frame to a three year time frame” –SVP Marketing, Korea MME 2010 ... Online efforts are not captured in the marketing mix model 30% 0% 20% 40% 22% Adding an analytics department 60% % of Respondents 80% Leaders 12% Non-Leaders 5% 0% 10% 20% 30% % of Respondents 40% MME 2010 50% The Network Effect Agencies in chaos: Almost 60% agree creative, strategic, and media capabilities should be rebundled – but disagree how Doesn’t Matter 15% Media agencies should build up full service... look like equities in 5 yrs Media planning/ buying capabilities should be integrated into full service 22% 50% Marketer/ media relationships look like marketer/ retail 43% % Respondents MME 2010 Network Effect: Leading practices Leading companies believe that direct partnerships with media companies are important … … and are investing in internal capabilities to do so 70% 60% 47% 50% % of Respondents.. .Marketing + Math: Leading practices All companies are facing challenges in measuring the effectiveness of new media Insufficient ability measure effectiveness Leaders are building tools and teams to support analytics efforts 45% Use predictive modeling to . MME
2010
Marketing
& Media
Ecosystem 2010
CMO Roundtable Discussion
2010
MME
z
z
Marketing efforts increasingly in
Marketing efforts. Leaders
2010
MME
Common Themes
Marketing as Conversation
Insight into Foresight
Media: The New “Creative”
Marketing + Math
The Network Effect
2010
MME
Marketing