Background : Needs
Today’s mass marketing model is under attack because it is becoming less effective. It needs to evolve or we will erode our ability to build brands, which is critical to avoid commoditization.
The corresponding measurement systems must leave their single media silo approaches and accommodate multi-media measurement.
- • Marketers live in an environment where improved marketing ROI is a necessity. Media is increasingly fragmented while costs continue to increase; consumers are less attentive to mass vehicles as newer alternatives compete for consumers’ time and new technologies are changing media consumption habits. TV planning and buying practices remain entrenched, and mostly limited to demographic specification in the face of an imperative to reach consumers on their own terms.
- • The Marketing equation is going to change through the consolidation of retailers and growth in importance of the store as a marketing/media vehicle. Retailer products have become brands and retail stores have become venues for media.
- • Advertisers are defining their targets more narrowly, and in terms of consumer interests and behaviors. However, there are no sophisticated target group descriptions in current audience measurement systems and advertisers are unable to measure and track target groups’ holistic and synergistic multi-media behavior. New technologies to enable fast and low cost data collection are not being used.
