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Posted by Jim Nail on March 20, 2012
Last week’s announcement by P&G CMO Mark Pritchard that it intends to cut marketing costs in part by shifting money from TV to digital sounds like a possible revolution in the marketer’s traditional TV-centric approach. I agree with my colleague Tracy Stokes that this is not the end of TV.
Nor is it the beginning of a new drive for CPG brands to build digitally based one-to-one, CRM-style customer relationships.
But it is an opportunity for interactive marketers to increase their presence and impact on brand teams if they look ahead of the curve on how the increasing digitization of media, adoption of new devices, and impact of big data will have on TV advertising. Interactive marketers should position themselves to lead brands in the future by adding the tools and concepts of mass branding to their skill sets, then mapping their career path to these changes:
I believe it is far easier for an interactive marketer to acquire the knowledge of mass media management than for the mass marketers to acquire the mindset and technology skills of interactivity.
Interactive marketers: the opportunity is there if you will take it. Will you?