Strategist: ‘Media marketing departments must merge’
Big media companies will merge the marketing teams behind their digital and traditional offerings, Leo Burnett strategist Mark Pollard has predicted in a list of trends for 2009.
He suggests:
“Many media companies still have two marketing departments: one takes care of the website (it should be ‘digital’ but few have ventured boldly into the space despite resources and opportunity), the other takes care of the print, TV or radio version. These departments with conflicting interests will be merged around the country in the next six months. It will be interesting to see which skillsets take the ascendancy.”
Among the biggest media owners with digital and traditional offerings are News Ltd and Fairfax, both of which run separate marketing operations for digital and traditional. The challenge could also apply to Kerry Stokes’ Seven, with its Yahoo!7 lineup and similarly to Nine/ Nine MSN.
Pollard’s other predictions include analysts taking ascendancy in the metrics wars and a clearout of senior level management.
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