Beyond advertising
Choosing a strategic path to the digital consumer
By Saul Berman, Bill Battino and Karen Feldman
From the Intro:
Four primary trends are blurring the boundaries between traditional brand advertising and direct marketing:
• Consumer adoption of new distribution formats – Consumer behavior has changed forever: They are more digital-savvy, willing to provide personal information in return for perceived value, and increasingly ready for permission-based advertising.
• A shift in advertiser spending – Spending is moving from traditional advertising toward measurable, interactive marketing. Combined with spending contraction in the new economic environment, this requires smarter advertising, and doing more with less.
• Digital migration of platforms – Traditional boundaries are fading, creating opportunities for innovative business models for content platforms.
• Emergence of new capabilities – Game changing moves, by both new entrants and existing players, are driving new types of industry innovation, challenging existing business models and accelerating the pace of change.
Sample-Chart: Change to Consumer-Centric Marketing Model
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via ADWEEK
