Marketing’s focus on interaction will ‘vaporize’ traditional media agencies

3D render depicting an overgrown neglected cemetaryin misty twilight.
B&T Magazine
By B&T Magazine



Campaigns simply don’t cut it anymore, according to new Forrester research which has found that no more than 32% of US online adults trust ads in any channels.

Only 22% trust emails from companies and brands and just 13% trust online advertising, The Power of Customer Context study found.

Marketers must change their focus from customer acquisition to interaction management, from media schedules to customer moments if their brands are to stand apart.

“Campaigns are far less effective at winning and retaining customers than they once were,” the study said.

“To achieve sustainable competitive advantage now, you must deliver self-perpetuating cycles of real time, two way, insight-driven interactions with individual customers.”

As the marketing discipline’s focus turns to interaction management and focusing on customer context “media agencies will vaporize”.

“Mass media will die a slow death as marketers shift toward context and utility. Media-buying expertise will vaporize along with it.”

The media agencies which will succeed will be those that combine strategy, branding, and content services with innovation and technology will be the ones that thrive.

Also, the ‘marketing cloud war’ will have no victor. According to the report the marketing cloud providers will jostle for dominance and be blindsided by start-ups who will become acquired partners with companies who want to scale unique platforms.

“The enterprise marketing vendors will end up selling a suite of point solutions to laggard customers.”

Businesses will also focus on owned data, new methods to measure the value of customer context will be developed and partnerships around data will be established.




Please login with linkedin to comment

Clemenger BBDO Sydney magazine apps Sphere Agency

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]