The new ecosystem for marketers

This article discusses the pressing need for change among marketers, media companies and advertisers.

The new ecosystem for marketers

Geoffrey Precourt

"The marketing and media system is at an inflection point," was the jarring warning that introduced an element of electricity into the last session of the 90th annual conference of the Association of National Advertisers (ANA) in Orlando, FL.

Christopher Vollmer Booz & Co. vp/partner and head of that company's U.S. media and entertainment practice, cited five factors that have combined to create a pressing need for change for marketers, media companies, and advertisers:

  • Massive audience fragmentation.
  • Blurred boundaries between media companies, agencies, and marketers.
  • A sharper focus on measurement of business impact...

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