This paper defines the concept of 'the collective' and through a case study, illustrates the leading companies that are implementing it, highlights the implications to research firms and offers strategies for competing in this new landscape. The author explores the ways in which software such as Marketing Resource Management (MRM) and Cross-Channel Campaign Management (CCCM) are changing the face of marketing and are poised to re-organize the market research industry, and suggests how research companies can compete.
The Dove Nutrium Bar cross-media case study represents a breakthrough. It is the beginning of the answer of where online fits into the marketing mix. In answering this question, it applied a combination of best practice research techniques. The study, led by the author in partnership with Unilever, MSN, the ARF, the IAB and supported by Dynamic Logic research technology, provides a real-world, side-by-side, dollar-for-dollar comparison of television, magazine and online effectiveness. It sheds new light onto the complementary nature of online and offline advertising and reinforces the idea of 'surround sound marketing'. This paper focuses primarily on the history and challenges of cross-media measurement and the path-breaking methodology and analysis. The paper examines the methodology that helps the industry surmount the challenges of online/offline measurement while meeting the need for clear insight into the relative value and synergy of advertising across online and offline media.
The authors of this paper argue that the rise of new technologies such as databases and the Internet offer both new challenges and opportunities to the market research industry. At a time when CRM is reported to have grown more than 30% a year with projected total revenues of $12.1 billion by the end of 2001, it is noteworthy that few traditional market research firms have seized the opportunity. Despite embracing the Internet for data collection, few research companies have been able to translate research technology and talent to take advantage of this huge business opportunity. Although data collection is a key benefit of the Internet, a bigger potential benefit is the delivery of information and insights to decisions makers via the Internet. The emerging CRM industry makes this a central goal and is reaping the benefits. The paper presents both theoretical and case study findings that offer a new way to relate to market research that can potentially bring the research industry to the top of executives priority list.
The rapid increase in the number of people who can and do access the Internet, has resulted in similarly strong increases in the amount of money spent for online advertising. This increase in spending makes it more and more important that the effectiveness of these new forms of advertising is explored and that we understand how they work. The body of research that has explored if and how Internet advertising works is still comparatively small, but it is growing rapidly. We will review this research, including a number of unpublished studies, analyze conclusions, and suggest directions for future research. However, before we do that, it is appropriate to define what we consider Internet advertising.
This presentation reviews research on the impact of different forms of online advertising presents the authors analysis of the findings and suggests directions for future research. The main conclusions are first that advertising on the Internet can be very effective; and secondly for most forms of advertising the Web should not be regarded as a substitute for advertising on traditional media. Rather indications are that Internet advertising works best if it is part of a coordinated campaign that includes traditional media. In order to explore this issue further we recommend that future research treat the Internet not in isolation but in the context of other media.
This paper is an executive summary of the Online Advertising Effectiveness Study which the Internet Advertising Bureau commissioned MBinteractive to conduct. The study was designed to help value the advertising impact of online communications since much of what is known and predicted about the medium is within the context of direct marketing. The study was conducted in a real world setting with real brands on real media sites with the real audience of consumers naturally accessing the Web sites so that the most representative results could be provided and focused on the effects of advertising banners. Online advertising using banners has tremendous communications power. In fact banners can impact the traditional marketing measures of advertisement awareness brand awareness brand perceptions and potential for sales all from one exposure.