• by Brian Cunningham , September 18, 2012

“Channel proliferation.  Massive fragmentation.  Rapidly shifting consumption patterns.  Engagements above impressions.  This is the fast-paced media landscape of today, and there are no signs of it slowing down anytime soon.   So what does it mean for the future of the industry? 

First, consider where we were.  Back in those days before the Internet (I know, it’s truly hard to imagine), with more traditional channels, media’s job was understood-- generate awareness, communicate a value proposition, and establish position in the marketplace.   Sexist office politics and risqué extracurricular behavior aside, Mad Men reminds us of that pivotal role a campaign played in helping a brand capture customer attention, plant the seed, and encourage message resonation at the time of purchasing decision.  And with only a handful of different opportunities to impress at our disposal, it was relatively simple then to tie success (or failure) back to that campaign. 

Fast forward to today.  And every marketer on the planet now recognizes that digital media has gone from ‘emerging’” to ‘entrenched’ in the blink of an eye.  With that has come the channel fragmentation that has many marketers scratching their heads trying to fully realize media’s new job in marketing its products and services.  The answer to measuring success today is simple, but the approach is not easy. 

Capturing attention is not enough.  The media of today (and tomorrow) must not only engage the customer, but drive action even before they are ready to purchase.  Calls-to-action like “click to learn more,” “scan here,” “watch this,” “post your comment” and “share” will soon be required for virtually every channel.   And this goes beyond the emerging channels--Traditional TV and print media are being transformed today into yet another instantly actionable, integrated engagement opportunity. 

Ultimately, this means our approach to measure success now becomes more important than ever.  Translating time and cost to achieve that required customer action from this new channel mix into a unified ROI analysis is becoming the new equation for determining what media’s success looks like.  It requires the old blueprint to be rewritten and hold each campaign and its components accountable for its contribution to that success or failure.  Prepare to help marketers execute this effectively today, and help them win tomorrow.”

Brian Cunningham, Account Director, Communications Media Inc.