Food & Beverage

MCAworks Opinion: Marketing in the Future

Marketing within the consumer products sector will involve programs that are highly targeted against “heavy” users. Services (such as providing recipes to users or even email services) will be the driving force behind creating brand preference and product sales. Integrated Marketing—which balance mass media properties with emerging “addressable” media properties— will be required to deliver targeted services due to growing mass media inefficiencies.

New metrics beyond “reach and frequency” will be required to measure the relative success of new media. Measuring heavy user “involvement” with various services can provide guidance on the value of utilizing new media. Measures such as “monetary value of a customer” long used by direct marketers should also be considered when assessing the new media spectrum.

Reach, Frequency, Involvement, and Monetary Value are thus all new ways to measure interaction with target consumers. Utilizing these measures will guide how marketing funds should be spent across new media vehicles over time.

Contact John Hawkins for more information.