NEW YORK: Marketing practitioners and academics must "come out of their separate worlds" and work together to help the industry address its major challenges, a new study suggests.

"Both legacy and digital media are being reshaped and refocused through any number of shared configurations," observe Peter Neijens and Hilde Voorveld, two faculty members at the University of Amsterdam's Amsterdam School of Communication Research (ASCoR).

But, writing in the 2015–2016 winter edition of the Journal of Advertising Research (JAR), they argue that academics and marketing professionals are often working at cross purposes in shaping the future of marketing research.

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"Our literature study shows that academic and industry research are not connected," Neijens and Voorveld contend. "This is striking and would not be possible in fields like medicine, where patients expect their doctors to continuously update their knowledge using the latest academic insights.

"Not only, however, do practitioners need to make an effort to establish relationships with academics, but also academics need to study the real issues that practitioners face.

"At the same time," they continue, practitioners must "overcome their self-interests and realise that only a joint effort can help further the profession."

In Cross-Platform Advertising: Current Practices and Issues for the Future, the two authors assert that such combined efforts could help academics with the resources they need to do their work even as marketing professionals could profit from the results of such work.

"Academics and practitioners should come out of their separate worlds and make a serious effort to collaborate," Neijens and Voorveld write. "The collaboration can be based on the tenet that academics have time but do not have the money for real-life data collection and practitioners have these data but do not have the time to analyse them beyond their immediate needs.

"Academia could contribute to the industry by developing theories about cross-platform advertising effects, providing tools for better and cheaper measurement of these effects, by educating new generations of media planners and serving as knowledge brokers."

Data sourced from Journal of Advertising Research; additional content by Warc staff