The traditional marketer/client – agency – media company structure is evolving into a significantly different ecosystem that is more complex and, no surprise, increasingly digital. As the overall media environment changes, the current marketing agenda and delivery capabilities must be re-imagined, driving unprecedented rate of change in marketing organizations, agencies and media companies. That is the finding of Booz Allen’s “Marketing Media Ecosystem 2010 (MME 2010),” a cross-industry study that details how marketers and their agencies must change as the convergence of media and technology, combined with the fragmentation and personalization of media, changes the connection between marketers and end users.
What is clear from the study is that marketing fundamentals have not changed, but the strategies, investments and capabilities required to succeed in marketing have shifted. In the new world of marketing, the agile and flexible are more likely to become and remain successful than those enterprises tied to the old ways of connecting with the marketplace.
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