Every month, the 4 members of the panel will give their personal vision on one of 12 issues that top the CMO's agenda. This month number 4:

Media fragmentation

by Stephan Nobs:
Managing Director Assetlink EMEA

"Already some years ago experts forecasted dramatic change in the marketing mix, because of increasing media fragmentation. From our daily work with marketing professionals around the world, I would see the media fragmentation as a constant, but subtle influence on the communication mix, because most of the newer media either are particularly relevant for certain target groups only or still rely on specific technical equipment at the receiving end of the message. Any such change requires the entire landscape to change as well and sometimes even needs a paradigm shift. Therefore the changes take a lot longer than most people think. Today the classic above and below the line media still dominate the communication mix.

However, thinking ahead in terms of the next 5 to 10 years, I do see substantial changes in the communication mix at every point of contact and interface between the potential buyer and the offer (ATM machines, gas stations, news stands, coffee shops, retail outlets, Internet portals, TV, cell phones, blogs, etc.). Media fragmentation can only work if properly coupled with information and data (about the users of the various media) which can ultimately lead to personal, and even more fascinating, to “Instant Marketing”. Imagine the following scenario: You are standing at the ATM machine withdrawing money from your account, and through the ATM interface, based on your history with the bank, account balance, etc., the bank will offer you a credit line, to increase your mortgage or how to make more of your money you have on your account, etc.

To use all those fragmented communication means, companies will need accurate information on who is using them including the behavior patterns, reasons why, etc. And they need sophisticated end-to-end marketing systems to master the complexity in the new age of Intelligent Marketing.

No doubt, issues of privacy of personal data, misuse and most of all high ethics of all players involved will also play a key role in future marketing. A very interesting topic altogether and worth its own article."