Jack myerssandiegointeractivedaypresentaton2010
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Full Contents Copyright 2010 Jack Myers. May not be copied or redistributed without written permission. [email protected]
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San Diego Ad Club Interactive Day Presentation by Jack Myers, M.E.D.I.Advisory Group
Transcript of Jack myerssandiegointeractivedaypresentaton2010
Full Contents Copyright 2010 Jack Myers. May not be copied or redistributed without written permission.
Business
Business
Four Questions
Business“First, are advertising agencies prepared to innovate –to respond to the radically altered environment in which they are operating?”
Are They?
Business“Second, are media companies prepared to innovate –to react to the explosion of technological advances, the expanding universe of media opportunities and the impact of interactivity?”
Are They?
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?
Business“Finally, are you prepared to innovate --to make interactivity a priority throughout your organization?”
Are You?
Organizational Resources
0% to 30% Innovation
60% to 90%Survival and Maintenance
10% to 40%Growth
Business
Four Answers
BusinessAdvertising agencies are innovatingand responding to the radically altered environment in which they are operating!
BusinessMedia companies are innovating –and reacting to the explosion of technological advances, the expanding universe of media opportunities and the impact of interactivity!”
BusinessMarketers are innovating –and capitalizing on the resources now available to make marketing decisions focused on return-on-investment.
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.”
Business
“Can we shift from a measurement base dependent on cost efficiency to one based on effectiveness in meeting marketers’ corporate objectives?”
Business
Do You Have Any Choice But to Innovate?
Business
“We must address the basic structural foundations that support advertising as a marketing tool.”
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?
[email protected]: jackmyerscom
