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Cross Industry Study Demands That Marketing Move To A Digitally Focused Business System

CMO Panel to Discuss Emerging Marketing Trends at ANA Annual Conference

Phoenix, AZ (October 11, 2007) - As the media environment becomes increasingly complex and rooted in the digital space, the existing marketing agenda and capabilities need to be re-tooled and marketing organizations, agencies and media companies are having to change at an unprecedented pace. A new cross industry study 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.

Marketing & Media Ecosystem 2010, identifies the priorities, capabilities and partnerships required across the marketer - agency - media value chain to optimize now and prepare for the future. The first cross-industry partnership of its kind, MME 2010 is a joint study between the ANA (Association of National Advertisers), IAB (Interactive Advertising Bureau), AAAA (American Association of Advertising Agencies), and management consulting firm Booz Allen Hamilton. The initial phase of this multi year study was recently conducted by the ANA and Booz Allen Hamilton and will be revealed at the upcoming ANA Masters of Marketing Annual Conference October 11-14, 2007.

"The impact of new media is changing the way marketers interact, target and distribute their marketing message," said Bob Liodice, President and CEO of the ANA. "As the marketplace shifts to a digital interactive environment, marketing organizations, agencies, and media companies need to transform existing marketing agendas and capabilities to succeed."

"Now, consumers not only talk back to marketers and interact with marketing messages, but they also reshape and distribute those messages through global communities. The mix of media channels has shifted from a one-way broadcast model to a set of dynamic two-way media forums," says Andrea Rasmussen, Booz Allen Principal.

Marketing fundamentals have not changed, but the strategies, investments and capabilities required to succeed in marketing have shifted. Over two hundred and fifty marketers participated in surveys, interviews, or both. They identified the ways in which the complex media environment is reshaping the marketing ecosystem and they spotlighted the priorities, capabilities and partnerships that will be increasingly required across the marketer-agency-media value chain.

While all senior marketing executives recognize the importance of creating a digitally focused culture, less than one in four agree their organizations are currently digitally savvy. Further, over ninety percent of respondents indicated they planned to increase marketing spend in digital. Yet many identified significant barriers including: insufficient metrics (62%), lack of organization support (51%) or lack of experience (59%) in the new media.

Five key themes emerged from Marketing & Media Ecosystem 2010 study:

The study also identified specific digital capabilities, investments and attitudes across leaders. Leaders disproportionately prioritize consumer insights and are characterized by their almost universal belief (over 95%) that strong consumer insights are critical and require data transparency and partnerships. They lead in their deep understanding of how consumers leverage new media for community and entertainment and they utilize progressive quantitative tools, impose minimal organizational barriers and encourage a strong digital culture.

Leader Keys to Success

­­­­­­­­­­­­­­­­­In 2008, quantitative studies will be fielded by the IAB and the AAAA and presented at relevant industry meetings. An exhaustive report will be written based upon the results of the three phases of market research.


The Marketing Media & Ecosystem 2010 study is based on responses from over 250 marketers as well as in-depth interviews with over seventy-five leading marketers, agencies, and media company senior executives (CMO, CEO and VP). Participants represented 165 unique companies representing B2B, B2C, and mix businesses across sectors (media/publishing, auto/manufacturing, tech/telco, financial services/travel, consumer goods, healthcare/pharma and other). The study was fielded by Guideline, Inc.

The full study will be revealed this weekend during the ANA Annual Conference at The Biltmore, Phoenix, Arizona. ANA members can request a full copy of the MME 2010 study from the ANA Marketing Insights Center at: /mic/

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Press Contacts:

Rachael Adler
CooperKatz & Co. for the ANA
917-757-8051 (cell)

Lesley Weiner
CooperKatz & Co. for the ANA
914-589-2187 (cell)





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