New Study Tells Same Old News

I love it when a new press release or article comes out for a new study that tells you the same old things you already knew. I mean, nothing wrong with some good spin and PR, who am I to hate on that?

But c’mon, I don’t need a new IBM study to tell me about the convergence of direct marketing and branding.

Return-on-investment direct marketing and traditional brand advertising are converging online, according to “Beyond Advertising: Choosing a Strategic Path to the Digital Consumer,” a report released Monday by IBM Global Business Services.

Hasn’t direct marketing, and every other form of direct-response, always converged with branding? It has for me. Probably you too. Maybe we’ve always just been on the cutting-edge. Don’t you always ensure brand messaging is consistent across channels? Don’t you have a brand style guide to ensure visuals are consistent across all media? Doesn’t customer experience begin at the moment the customer reaches a touchpoint and extend all the way through post-sale?

So I was thinking “This is old news.” Not even worth a good, long look. Then a little Google search turns up Fox Business coverage that provides more robust perspective and analysis that came from the study (kinda disappointed in the B2B article cited above…focused on that one little snippet that was old news anyway…why?). Now this tells me something interesting:

According to the study, today’s suppliers (agencies, content networks and distributors) are not ready to meet the demands of the digital consumer and advertiser. Eighty percent of advertising industry participants interviewed for the study expect the industry to be at least five years away from being able to deliver true cross-platform advertising (including sales, delivery, measurement and analysis).

Surely our advertising and media delivery systems evolve on a damn-near daily basis now. It’s interesting to know that the “suppliers” recognize the shifting demands of both consumers and how to reach them, and are charging ahead with solutions to make brand messaging and measurement truly seamless.

If success at that endeavor, according to them, is five years away, I wonder how far away it’ll be in five years? It’s not like evolving demands will cease at present day.

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