Monologue to dialogue

Monologue to dialogue
SHARE
THIS



Advertisers must tread carefully and ensure the move from monologue to dialogue, in regards to customer experiences, does not become the “new shiny toy”, according to Suncorp executive Mark Reinke.

Speaking on the panel at Starcom MediaVest Group’s Media Futures 2014 Forecast this morning, Suncorp’s executive general manager indicated that while the notion wasn’t anything recent, it was a new idea “in action”.

“We’ve seen a little bit of that over the last three or four years with social… we haven’t really used with sufficient intelligence to derive a return.”

“If we overshoot, and if we go for maximum touch and maximum volume we will probably create [consumer] fatigue, and that’s not a good thing for any of us.”

Media usage and spend predictions for 2014 also saw some changes from previous years.

The “mirroring” of advertisers predicting an overall increase of 2.6% in budgets and media executives a 2.8% increase is “quite unusual”, according to Di Richardson at Starcom who presented Starcom MediaVest Group’s Media Futures 2014 Forecast this morning.

“We’ve started to see a narrowing of that gap over the years and that’s certainly the closest relationship that we’ve seen between the two in the history of the study.”

With only print media expecting to see a decline in advertising spending in 2014, with magazines dropping from -1.4% last year to -8.9% this year, mobile and online video are expected to generate the highest change for 2014.

Further findings from the research conducted from November 2013 to January 2014  saw 85% of advertisers intend to use radio, 64% of advertisers intend to use mobile (including app ads and mobile display), and 36% intend to use online affiliates.

The Starcom MediaVest Group and partner AANA presented the findings from the Futures 2014 Forecast this morning along with a panel discussion.

Please login with linkedin to comment

Latest News

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash
  • Campaigns

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash

Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering
  • Media

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering

Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]