Advertising is Changing - Day 2, 6:30 PM EST

[Garrett]

Advertising is Changing. CNET CEO and Chairman Shelby Bonnie believes advertising is fundamentally changing and the mindset of what marketing is needs to change along with it.

Bonnie predicted an increase in consumer control, again pointing to Korea and other foreign countries as a source for studying trends.

Towards the middle of his speech he quoted Jim Sheengel, Proctor & Gamble’s global marketing officer, who says, “All marketing should be permission marketing.” I’ve noticed this theme developing at the DMA conference.

The 5 Elements of Marketing. Bonnie says five elements can be used to measure marketing:

1 - Awareness
2 - Consideration
3 - Trial
4 - Purchase
5 - Engagement

Right now, marketers typically focus on the trial and purchase areas. To these marketers, Bonnie says if you're just measuring those two factors in your ROI, you're missing out! It’s also important to deal with audience awareness and consideration; without those two elements, you’re not likely to get repeat purchases.

Additionally, marketers need to measure and follow up on engagement. How do people use your product? How often do they use it? Do they like it?

These questions are just another element of the cycle marketers need to consider in order to understand how and when to market to potential repeat buyers.