Marketing & Media Ecosystem 2010 doc

Marketing as Conversation Insight into Foresight Media: The New “Creative” Marketing + Math The Network Eífect... Marketing as Conversation Marketers shift to focus on media that offe

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Ecosystem 2010

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CMO Roundtable Discussion

The Leaders

Characteristics of a Leader Only 18% are Leaders

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Leaders Non-Leaders

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Marketing as Conversation

Insight into Foresight

Media: The New “Creative”

Marketing + Math

The Network Eífect

Marketing as Conversation

Marketers shift to focus on media that offer a more direct & deeper

connection

Digital

Mobile

PR Events Direct Mail

LẠ Print Out of Home

Radio

100%

‘<=> Sucesau

Marketing As Conversation: Leading Practices

Leaders are using two-way new media to have Marketers are using consumers to get the conversations with consumers as part of word out - a majority believe advocacy in

marketing more important than awareness

64%

Word of Mouth Blogs Social

Networking

Leaders Non-Leaders

Leaders Non-Leaders

AN @ EE ABA Booz | Allen | Hamilton

Insight into Foresight

Consumer Insights and Behavioral Targeting capability becoming

more important to marketers

Consumer Insights Behavioral Targeting Brand Strategy Customer Marketing

Partnerships

PR In-house digital production

Field Marketing Entertainment Marketing

Event Marketing Sponsorships 32%

103% BA S10 40% Si) 902 70% Vi 100%

7 Of Respondents

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Insight into Foresight: Leading practices

Leaders are investing in cutting edge capabilities that enable them to

gain insight and react to customers

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Open channels for High flexibility Formalized Increased speed Dedicated group communicating with for reacting to DrOCe©Sses ÍOr of insight of ethnographers consumers consumer needs integrating Cl generation

into products

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Media: The New “Creative”

Creative takes a back seat; 2x as many say media partners are more

important than traditional agencies

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Media: The New “Creative”: Leading practices

To achieve relevance, all seek to understand how Leaders are hiring communications planners consumers use online media for info and entertainment, to help make smarter media mix decisions

but Leaders also understand role of community Tea

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Information Community Entertainment Leaders Non-Leaders

Leaders Non-Leaders

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Marketing + Math

Leaders are 2x - 5x as likely to have the metrics and capabilities to judge

the effects of new media

% of Respondents

Ae 60% ¬

Sư 40% - 30% - 20% - 10% 0%

Leaders \ Laggards

Marketing + Math: Leading practices

All companies are facing challenges in measuring Leaders are building tools and teams to

Use predictive modeling

measure

effectiveness

Use behavioral targeting

to impact mix

Metrics are not

medium

Recruiting speclalists for analytics

Online efforts are

marketing mix

model department ay | Non-Leaders

MME,

The Network Effect

Agencies in chaos: Almost 60% agree creative, Media landscape changing: Relationships, roles and strategic, and media capabilities should be responsibilities will be different

rebundled - but disagree how

Leaders believe

Doesn’t Matter

iA Keep media and : Direct partnerships with media

creative agencies : more important than going

separate : through an agency

should build up

full service

capabilities

16%

50% of media processes will be outsourced by 2010

Media sourcing will look like equities in 5 yrs

Up %

J@111No - u51): er buvi biliti

uying capabilities S€TVIC€ WIt should be integrated capabilities into full service

Marketer/ media relationships look like marketer/ retail

7 Respondents

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Network Effect: Leading practices

Leading companies believe that direct partnerships

with media companies are important and are investing in internal capabilities to do so

Internal

positions

Senior

positions

®⁄ Lcadcrs

Formalized

processes Non-Leaders

Leaders

% of Respondents

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Leading Thoughts Across Ecosystem

“Tf you are not taking 15% of your marketing budget and asking your marketing partners for tests, you will be in trouble” - CEO, Agency

“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,