Mad Avenue Blues
Monday, September 21, 2009
Wednesday, September 16, 2009
Did You Know 4.0
This is another official update to the original "Shift Happens" video. This completely new Fall 2009 version includes facts and stats focusing on the changing media landscape, including convergence and technology, and was developed in partnership with The Economist. For more information, or to join the conversation, please visit http://mediaconvergence.economist.com/ and http://shifthappens.wikispaces.com/.
Content by XPLANE, The Economist, Karl Fisch, Scott McLeod and Laura Bestler. Design and development by XPLANE, http://www.xplane.com/.
Tuesday, September 15, 2009
Accountability is King
From today's Inside Radio:
Marketers Seek Accountability
Do more with less isn’t just radio’s operating standard. A new survey shows two-thirds of marketers are being told by their companies to drive more sales with the same or lower budget -- and three-quarters say their marketing budget has shrunk this year. Facing that challenge, accountability has taken on a much greater significance.
The St. Louis Business Journal report the same trend in their article about ad agencies taking a hit from Anheuser-Busch spending...
Anheuser-Bush has changed it's "free-wheeling, let’s-give-it-a-try attitude" for a more "scrutinized and calculated" results-based approach.
From the article...
"A-B has always been good at listening to agencies with good ideas. But now you’ve got to do more back-end research,” Litwicki said. “The way they make decisions is a lot more mathematical. It used to be enough to do brand building and create an image that would ultimately drive sales. Now they also want to see the component that will actually incentivize the consumer to pick up the product. When you come in with those solutions, they are very receptive."
Measurable results are beginning to matter more and more to advertisers, and they are cutting spending with their agencies to find marketing resources elsewhere who can provide those results. As the article above states, when you have an idea that is based on delivering actual results (rather than just another branding campaign) companies are ready to listen.
Marketers Seek Accountability
Do more with less isn’t just radio’s operating standard. A new survey shows two-thirds of marketers are being told by their companies to drive more sales with the same or lower budget -- and three-quarters say their marketing budget has shrunk this year. Facing that challenge, accountability has taken on a much greater significance.
The St. Louis Business Journal report the same trend in their article about ad agencies taking a hit from Anheuser-Busch spending...
Anheuser-Bush has changed it's "free-wheeling, let’s-give-it-a-try attitude" for a more "scrutinized and calculated" results-based approach.
From the article...
"A-B has always been good at listening to agencies with good ideas. But now you’ve got to do more back-end research,” Litwicki said. “The way they make decisions is a lot more mathematical. It used to be enough to do brand building and create an image that would ultimately drive sales. Now they also want to see the component that will actually incentivize the consumer to pick up the product. When you come in with those solutions, they are very receptive."
Measurable results are beginning to matter more and more to advertisers, and they are cutting spending with their agencies to find marketing resources elsewhere who can provide those results. As the article above states, when you have an idea that is based on delivering actual results (rather than just another branding campaign) companies are ready to listen.
Subscribe to:
Posts (Atom)