Media synergy: The next frontier in a multimedia marketplace
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Keywords: media synergy, SIMM, marketing communication, consumer, simultaneous, media planning model
Media synergy: The next frontier in a multimedia marketplace Don E. Schultz Received (in revised form): 8 May 2006
Abstract The changing media landscape of the 21st century is requiring marketers and media organizations to rethink their forms of media planning. This paper reviews the development of marketing communication planning and moves into the current and future multimedia marketplace. Today there are more media forms and more consumer interaction; this, coupled with the increased consumer knowledge, requires new methodologies far different from the traditional media planning approaches. This paper presents a new media consumption model as a potential solution and urges others to respond to the changes.
Introduction To understand today’s multimedia marketplace and the current and future challenges marketers, media organisations and their agencies will face, it is first necessary to take a step back and review the origins of marketing communication planning and measurement. That will provide a perspective on current marketing and media systems and allow one to draw some potential vectors for how marketing organisations must anticipate and accommodate the expected changes that are coming.
The development of marketing communication planning
Don E. Schultz Northwestern University MTC3-103 1870 Campus Drive Evanston, IL 60208, USA Email: [email protected]
Marketing communication, as a discipline, emerged as a direct result of the development of various forms and types of media systems. Newspapers began to expand geographically in the late 1800s,1 and magazines developed in the early part of the 20th century.2 Those were followed by broadcast: first radio in the 1920s and then television in the 1940s.3 Marketing communication methodologies, formats and measurement techniques developed as direct results of these new media systems; thus marketers and their agencies developed planning, implementation and measurement systems to fit each new media form as it emerged, separately and independently. And that initial single-medium focus has prevailed ever since.4 As a result, today most marketing communication activities are still form, media and function specific, even though the media themselves have changed dramatically over the years, as have the consumers of those media. In addition, new media distribution methodologies such as digital, electronic, wireless and now mobile have fallen into the same trap, each being planned, implemented and measured separately and independently
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Journal of Direct, Data and Digital Marketing Practice
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Intra-media not inter-media planning
by both the media forms and their advertisers.5 And, because of marketplace acceptance, there has been little incentive to change. Thus media and their support organisations, along with advertisers and their agencies, have m
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