Just a quick pointer: Sapient sponsored a survey in the US asking marketers, what they want from their agencies in the future. Here is the top 10 list of things:
- A greater knowledge of digital space
- More use of â€œpull interactionsâ€
- Leverage virtual communities
- Agency executives using the technology they are recommending
- Chief Digital Officers make agencies more appealing
- Web 2.0 and social media savvy
- Agencies that understand consumer behavior
- Demonstrate strategic thinking
- Branding and creative capabilities
- Ability to measure success
There is some more detail to these points at the sapient website.
There is a new technology, that counts the eyeballs that are viewing a billboard. And not just the ones close to it:
Xuuk eyebox2 is a $999 portable device with a camera that monitors eye movements and automatically detects when you are looking at it from up to about 35 feet away. Until now, Vertegaal says, such eye-trackers have been ineffective beyond 2 feet, required people to remain stationary and cost more than $25,000
Another example of classical media becoming measurable. Even better than the internet, where you still can’t measure eyeballs, only pageviews – yet you don’t know if the person really saw your ad.
(found at here)
Bob Liodice of ANA has posted his 10 trends of how marketing will be transformed in 2007:
- Consumer in control: brand marketers will radically reinvent their approaches, putting the consumer in the driverâ€™s seat and unleashing a tsunami of interactive campaigns across all media forms.
- New agenda for agencies: Marketers will expect them to integrate strategic brand management, creativity and innovative media management â€“ and to deliver big, game-changing ideas.
- Hail to Chief: The role of the CMO will increase and take over even more parts of the business.
- Unconventional Outreach: Marketing will become increasingly unconventional â€“ tapping into social networking, word-of-mouth, local events and more â€“ to break through media clutter, consumer multi-tasking and the growing cacophony of marketplace noise
- Media buying metamorphosis: The old, antiquated ways of doing business will give way to new, automated, highly transparent processes, as demonstrated by the growth of online media buying exchanges.
- Let the fighting end: Government policymakers, consumer advocacy groups and brand marketers will begin to find common ground, aligning business goals with public policy needs
- Organizational Overhaul: The marketing organization will undergo a top-to-bottom reinvention.
- Research Renewal: Marketers will insist that macro measurements (Nielsen, Arbitron, ABC), marketing mix modeling and brand performance research become far more relevant to and aligned with critical brand accountability goals.
- Blow up the Back Room: Archaic business systems and back office operations will be overhauled to lower costs, increase efficiencies and redeploy non-working dollars to hard-working, productive investments.
- Continuous Marketing Reinvention: Continuous marketing reinvention will become the mantra of marketing executives and the cornerstone philosophy for successful brand building, integrated marketing communications, marketing accountability and the marketing organization.
He will take each point and look at it in greater detail in his blog in the months to follow. Should be interesting.
Engagement By Engagement points me to Ten Mega Trends Transforming Marketing Measurements
They sound reasonable:
- Digital Network Adoption
- Attention Erosion
- Speed of Measurement
- Democratization of data and analytics
- Observational Measurements
- Unstructured Data
- Beyond Demographics
- Customer centric measurements and planning
- Data integration comes of age
- Reevaluating relationships with whom and what we measure
More detail on the linked website, well worth a read.
(Well, apparently, it was originally posted here by the author)