Wednesday, January 7, 2009

Media Melee – the Battle for Media Dollars

November 11, 2008

At a luncheon sponsored by Time Inc. and P3, Ms. Judy Bahary, Vice President at Starcom Worldwide (a subsidiary of the Paris based Publicis Groupe, the world’s fourth largest communications firm), explained the challenges and opportunities that exist in the wide array of media that compete in today’s economy for marketing dollars.

Calling herself a "captivation director," Judy Bahary shared her expertise on how marketers are maximizing opportunities in a changing media mix. As marketers venture into interactive and on-line media, we are finding that other media such as traditional print advertising can often be overlooked or left out.

To challenge this trend, Starcom encourages clients to leverage marketing, media, and creative objectives across fluid platforms. Since engagement is the most relevant catalyst for consumer retention, understanding and measuring how consumers are affected, and by naming key performance indicators, marketers can look statistically at correlations that drive sales, and use this valuable research data to act on insights to focus on overall customer engagement. By using research, publishers can create digital media like social networking, video on demand, on-line advertorials, and develop a “holistic marketing plan” that can help improve retention.

To summarize, the research shows that the assimilation of content and media, along with the leveraging of all partner assets such as custom print, events, in-store, out of door, etc., can help to build your brand, strengthen consumer exposure and even change perception.

by Rosemary Sirico

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