The document discusses four questions about innovation in business, advertising, media, and marketing. It asks if these industries are prepared to innovate and react to technological changes. It then provides answers, stating that advertising agencies, media companies, and marketers are innovating and adapting. However, it notes that measurement still depends too much on cost efficiency rather than effectiveness. Overall, the document argues the industries must address structural issues to support advertising as an effective marketing tool in this new environment.
4. Business
“First, are advertising agencies
prepared to innovate –
to respond to the radically altered
environment in which they are
operating?”
Are They?
5. “Second, are media companies
Business
prepared to innovate –
to react to the explosion of
technological advances,
the expanding universe of media
opportunities
and the impact of interactivity?”
Are They?
6. Business
“Third, are marketers prepared to
innovate –
to capitalize on the resources now
available to make marketing
decisions more focused on return-
on-investment?”
Are They?
7. Business
“Finally, are you prepared to
innovate --
to make interactivity a priority
throughout your organization?”
Are You?
8. Organizational Resources
0% to 30%
Innovation
10% to 40%
Growth
60% to 90%
Survival and Maintenance
11. Business
Media companies are innovating –
and reacting to the explosion of
technological advances,
the expanding universe of media
opportunities
and the impact of interactivity!”
12. Business
Marketers are innovating –
and capitalizing on the resources
now available to make marketing
decisions focused on return-on-
investment.
13. Business
“Marketers are:
• Seeking out non-traditional media
opportunities,
• Asking media to do business in new
ways and at lower costs,
• Demanding new forms of research
focused on sales effectiveness.”
14. Business
“Can we shift from a measurement base
dependent on cost efficiency to one
based on effectiveness in meeting
marketers’ corporate objectives?”
16. Business
“We must address the basic
structural foundations that support
advertising as a marketing tool.”
17. Ten Core Industry Issues
• Privacy and Data Ownership/Value
• Media Marketplaces and Exchanges
• Who Owns the Media Deal?
• Client or Agency or Media Company
• Deal Transparency & Arbitrage: Inventory & Data
• Organizational Restructuring
• Globalization & International Markets
• In-Store Battleground
• Hyper-Localism
• Cause Marketing
• Where is Management Coming From?
