GettingMediaRightMarketinginMotion23Thedefinitionofmediaandadvertisingisbroaderthanever,suchthatthekeytosuccessfulmarketingisunderstandingandmanagingtheflowofinsightsandinformationthroughallaspectsofthebusiness.Ifyouthinkofthemarketingcycleasfluidandconstantlyinmotion,thenthemostimportantthingtoensureisthatyouhaveaconstant,steadystreamofinsightsmovingthroughthatcycle.Youmustunderstandhowthingsmovesmoothlythroughthesystem,theoutsideinfluencesthatimpactitsefficiency–positivelyandnegatively–andhowtheyneedtobemeasuredoradjustedtoproperlymanageandmaintainmomentum.Today,theroleofmarketersisevolvingtobefurtherentrenchedinthebusiness,touchingallaspectsofthe“system”–fromoverallbusinessandproductstrategy,brandandcommunications,innovation,experience,andultimatelysales.Ourresponsibilityistotransform,engageandactivatetocreateaholisticbrandexperiencethatdeliversshortandlong-termgrowthwithoptimizedreturnoninvestment.Otherwise,werisktheopportunitytocreateanimpactonthesalesandbrandexperience.MarketinginMotionencapsulatestheperspectivesofnearly500senior-levelmarketersfromadvertisers,mediaandcreativeagencies,andmediacompaniestoexaminetheopportunities,challenges,andtrendsfacingtheindustryandprovidepracticalimplicationsforgettingmediaright.Let’sgetmoving!Chapter1TransformingStrategyChapter2UnderstandingPeople&ContextChapter3CreatingBalance45TransformingStrategy1Researchenhancesintegrationviacollaboration.Mostmarketersfeeltheirorganisationsarecreatingintegratedmarketingprogramsandresearchishelpingthemcollaboratebetweentheirvariousdepartmentstofindsynergiesandcreateopportunities.ThefirststepinGettingMediaRightistoalignyouroverallorganisationtoensurethereisseamlessdeliveryacrossthemarketingorganisationandidentifyopportunitiesforsynergyandcollaboration.Formostmarketers,thatintegrationhastakenplace.However25%ofAdvertisersindicatetheirorganisationsarestillstrugglingtointegratemarketingefforts.Onefactorimpactingsuccessfulintegrationisfailingtounderstandhowtouseresearchtonavigatemoveme...
