The failure of conventional advertising to sell products means that new methods of two-way communication have to be developed. These new methods must use interactivity to successfully repersonalise and rehumanise the communication experience.
Monday, 10 December 2012
The advertising industry is facing unprecedented challenges to its dominance in
the marketing communications
new media, data-driven
approaches and consumer-generated networks all vie for the attention and budgets
of the brand marketer.
In America the AANA claims "Marketing
accountability is still often an activity trapped within the silo of the
marketing function," judges a report published Wednesday by America's
Association of National Advertisers.
Prepared by the ANA's Marketing
Accountability Task Force - comprising twenty leading companies from diverse
industries - the report notes that while marketing accountability requires a
precise process involving multi-functional teams, only small proportions of
marketers use such a method.
The task force's findings underscore last
summer's Marketing Accountability Survey [WARC News:], in which 60% of
respondents reported no cross-functional involvement whatever within their
company during the development and management of their marketing accountability
Says Bob Liodice, ANA president/C.E.O.: "These findings
clearly demonstrate that there is still much work to be done to accomplish total
accountability and we are pleased to provide concrete steps to help our members
The task force report lists Ten Commandments for "total
accountability" . . .
Create a multi-functional internal accountability
Agree on the expectations that the management team has for
Choose metrics that align with expectations.
Select predominantly leading indicator metrics capable of driving a
Create a robust voice of the customer so you
understand the target customer.
Demand an explicit plan to build
Develop measurable objectives for 90% of marketing
Use a rigorous process to build integrated marketing
Analyse 90% of marketing expenditures using a who, what, how
Create an accountability budget sufficient to measure 90%
of marketing expenditures.
"Creating multi-functional accountability
teams within an organisation will enable marketing accountability to reach the
level that today's marketing landscape necessitates," concludes Liodice.
ANA members can request the full 2006 ANA Marketing Accountability Task
Force In Admap's report on ad avoidance, Roderick White examines the research
evidence both in the UK and US that people are increasingly trying to avoid
advertisements. He looks at TV, Direct mail, Press and Internet advertising,
before moving on to consider what can be done to overcome the