Report

June 2000

Branding Divorces Advertising

Jim Nail 		Advertising's delivery of a simple, single message falls short in an interactive world. Adaptive marketing will bridge demand and production -- creating custom brand experiences that suit the consumer and the enterprise.
by Jim Nail with Chris Charron, Jennifer Parr

MARKET OVERVIEW
  • 20% of marketing spending will be interactive in 2004.
  • The interactive boom will stymie brand advertising tactics.
ANALYSIS
  • Adaptive marketing taps into consumer, context, and corporate data to create unique brand experiences.
  • Cohort managers replace product managers.
ACTION
  • Ad agencies need new research competencies.
  • Technology vendors should tie diverse apps together.
WHAT IT MEANS
  • Media-buying agencies will partner with data specialists.
  • Law schools will offer courses in cyber-discovery.
 
Figures & Data
  • Figure 1.  Interactive Marketing Will Grow Sixfold By 2004
  • Figure 2.  Media Fragmentation Splinters Consumer Attention
  • Figure 3.  Adaptive Marketing Unites Consumer, Context, And Company
  • Figure 4.  Adaptive Marketing Breaks Free From Brand Advertising Constraints
  • Figure 5.  New Tasks Drive Adaptive Marketing Implementation
  • Figure 6.  Restructuring The Adaptive Marketing Organization
   
RELATED MATERIAL 
  • Companies Interviewed For This Report
  • Related Research
 
GRAPEVINE
  • Proactive destruction spawns Digitas.
  • Who's divorcing whom?
  • More ads mean more work for agencies.
  • Don't let the TV bugs bite.
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Ratings and Comments
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