The desperate need to restructure advertising and marketing
Only interactive marketing communication will provide clients with the
necessary communicaion and feedback necessary for effective marketing to take place.
For too long, marketing functions have been vertically organised by media
type. This approach is mirrored on the agency side, with rewards based on
discipline-specific models. These must be torn down.
On the client-side Marketing and Brand Managers must involve and lead a
team of colleagues who have the responsibility, vision, understanding and
commitment to engage in a media-agnostic planning process. And this team of
enlightened marketers must be willing to let strategic goals -- not historic
patterns -- drive budget allocations.
Achieving strategic integration requires a top-to-bottom reinvention of the
marketing organisation. Holistic professionals who are system thinkers,
customer-centric believers, innovators and dreamers must lead this
These individuals should be cross-trained to understand the entire marketing
spectrum and learn discipline-specific skill sets. And to specifically
understand the real meaning of the word "communication" Increasingly, these
leaders will need strong quantitative skills -- in order to analyse the
data-rich resources and leverage mathematical tools now available, especially if
they are to drive cross-disciplinary approaches that fuse disparate
consumer-engagement channels. Above all, they need to be superior team
leaders who have the insights, talent and passion to take marketing integration
to new heights.
Engaging in conversations with relevant markets (Interacting) will become an
important source of knowledge and innovation, the quality of this market
intelligence has already (and will do so more in the future) proven to be more
accurate than research and will determine market share.