The just released Booze-Allen-Hamilton study entitled HD Marketing 2010: Sharpening the Conversation is a big picture look ahead at what marketing will look like in the future. It’s an impressive study with VP level marketing people from Unilever, Anheuser-Busch, Ogilvy North America, Fox Interactive Media, Denuo featured in cameo interviews.
Much of the study relates to big accounts, big agencies, and big budgets, but there is a common theme that connects it all to every piece of media you sell, the shift from advertising that simply present messages to advertising that invites interaction.
As we all move from display advertising vehicles (print)to adding interactive advertising we must think interactive.
What this think piece says is that by 2010 many ad campaigns that now exist in "present only" form will have shifted to interactive. If you have some web laggards, still waiting to place their first banner ad, this study could be a shrill cry that the future is coming.
Use it on a sales call.
First describe the idea that there is a movement afoot among advertisers to shift from display campaigns to interactive campaigns. Describe that currently these are ideas that are being embraced everywhere but you can share a document with them on how the large fortune 500 level marketers are coping with this challenge. Show them that even at the highest level, only 25% consider their organizations to be "digitally savvy", only 30% are using behavioral targeting to impact the allocation of the marketing mix, and so on down the line (see the above graphic).
The bottom line is that the transition from display advertising to interactive advertising is a work in progress and your current advertiser base should not feel intimidated if they are not far along in the process. But the other message is that the change is coming. For your web laggards this could again be a shocked of the study.
Five key themes quoted from the study:
- Marketing as Conversation: Marketing is becoming less about sending a message to consumers and more about conversing and co-creating experiences with consumers. Marketers are calling on a new mix of media to further the communication of their messages. For example, close to half of marketers are planning to increase their PR budgets as a part of marketing.
- Insight into Foresight: Technology enhances consumer insights and targeting capabilities on steroids; amplifying ability for perspective and accuracy. Eighty percent of marketers place high importance on behavioral targeting.
- Media: The New "Creative": Distribution mechanisms and context rivals creative execution in importance. Marketers are investing in capabilities that bridge the gap between media, creative and brand strategy chain (e.g., communications planning and "integrator" positions). Again, over 80% of participants agree communications planning capabilities will be critical moving forward.
- Marketing + Math + Technology: Data quality, quantity and accessibility have brought math to all aspects of marketing. Leaders are more likely to have the metrics and capabilities to judge the effects of new media.
- The Network Effect: The move to digital media necessitates a higher level of collaboration and coordination across all players in the ecosystem. Almost 60% of participants believe that creative, strategic, and media capabilities should be re-bundled – but there is no consensus as to which agency 'type' should lead. Further, traditional creative partnerships are taking a back seat to media partnerships – twice as many participants indicate that media company and media agency partnerships will become more important than traditional full service agency partnerships.