Data Economy at Work

Evolution of Digital Marketing

  • Moving from a traditional media (broadcast television, radio and print), mass audience and advertiser driven marketing environment to a digitally based, fragmented audience and consumer driven one has damaged many major media and advertising holding companies but yielded incredible insights for advertisers
  • Performance metrics, rigorous analytics on real-time data and ROI, are tools advertisers are demanding resulting in new areas of expertise brought about by new companies and a significant loosening of the major Ad holding companies’ grip on the Fortune 1000

  • Mass Reach
  • Mass reach x number of impressions = desired result
  • One-way, interruption based
  • Significant lag time for analyzing effectiveness
  • Blunt instrument – very difficult to effectively target

  • Dawn of Digital & Audience Fragmentation
  • Proliferation of content sources and media vehicles
  • Greater consumer control of access and rising voice through social media
  • Greater opportunity to target
  • Rapid feedback of data
  • Performance metrics, analytics and ROI
  • The Next Evolution – "Which Screen are You Using?"
  • Greater access to streaming video online
  • Growing mobile population and 3G to 4G coverage
  • Smartphones and their ubiquitous docking stations replace laptop
  • Growing tablet reader user base
  • Blurring media lines – online radio, readers, etc.
© 2010 for GroupArgent, LLC