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Each issue of CMO Close-up features an interview with a CMO, as well as other marketing executives answering that issue's "Big Question."
This week's feature:
Close-up with Laura Howard, CMO, ECI Telecom
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IBM report sees convergence of direct marketing, branding
Story posted: March 23, 2009 - 12:28 pm EDT
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New York—Return-on-investment direct marketing and traditional brand advertising are converging online, according to “Beyond Advertising: Choosing a Strategic Path to the Digital Consumer,” a report released Monday by IBM Global Business Services.
“Digital formats such as social media, online video, mobile communications, gaming and advanced TV enable companies to simultaneously meet transactional and brand-building objectives,” according to the report.
Alternative marketing channels, such as online advertising and word of mouth marketing, are expected to grow to 27% of overall marketing expenditures by 2012, up from 7% in 2002, according to the report. Traditional ad formats, such as print and broadcast TV, are expected to drop from 47% to 32% of share in the same time frame.
The same trends are affecting b-to-b marketing, said Steve Abraham, global leader-media and entertainment industry for IBM Global Business Services.
The report was based on an online survey of 2,800 consumers and one-on-one interviews with 70 marketing and media professionals.
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8 Comments
1 through 8
Michael Gale
CEO - Strategic Oxygen
All forms of marketing are becoming part of the mash. These online alternatives are no longer alternatives but core parts of that mash. B-to-b targets and their marketing needs across The globae are far more aggressively mashing than this data shows
Mark McNeely
High Velocity Communications, Publisher
April 2, 2009 10:43 am
With all due respect to social network marketing for B-2-C, not every platform applies the some clients in the industrial world. For example, I don't see one of my client's engineering personnel Tweeting while on-site for an installation in the North Sea or the Arabian Peninsula. They are there to work. Might they, however, engage their Linkedin group discussions during their downtime? Yes. Let's not all get wrapped up in how our 14-year-olds' are receiving their information and remember that there are many platforms to simultaneously maintain brand equity.
Kathi Skow
President, anderson skow
March 23, 2009 02:31 pm
I couldn't agree more. We have seen it firsthand with our clients, who are looking to get more out of their ROI-based marketing. Agencies that are poised to deliver on both will have an edge.
Angela Marie Franco
G3 Translate, Director
March 23, 2009 03:15 pm
From the B to B perspective, direct mail is the lead channel in proving a ROI. The online channels assist in brand recall and reinforcement. The integration of all media channels is a must for success in reaching your target audience.
Lisa Magerl
Marketing Consultant
March 30, 2009 01:44 pm
This trend has been building for years in both B2B and B2C. Brand perceptions are shaped with each interaction in every channel. Marketers who only measure the transaction are missing a good portion of the value resident in direct and relationship marketing. Similarly, those developing and managing ongoing direct and relationship marketing programs can collect insights - both behavioral and attitudinal -- critical to evolving the brand.
ann byne
the byne group
March 30, 2009 02:32 pm
We all have to remember that consistency of the brand across all media is still job #1 for marketers. Abandoning this rule in social media dilutes and break downs brand equity.
Bill Field
Mintz & Hoke - President
March 30, 2009 02:40 pm
It has never been truer than today - business to channel communications rules the day. Either you manage your brand in channel and or the channel will manage it for you.
David Leopold
Dreaming With Entrepreneurs, LLC/ Internet Executive Producer/Author/Publisher
March 30, 2009 04:30 pm
With all due respect to the respondents above, I have been conducting a strategic marketing initiative for the past 8 weeks. Social Network (Marketing) is classical Direct Marketing 101. As a traditional Direct Marketer of 36 years, I am enjoying great success in my business, building a Branded Social Network Marketing Community. I am now in discussion with three Fortune 500 Companies to see how we can work together to build that Branded Community together...
You can read my personal Case Study soon at ADOTAS; if you can't wait I would be happy to send a copy.
David Leopold
1 through 8
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