Liked this quote from the recent Reuters Media and Advertising Summit in New York:
“The media plan of the future will look like the tiles of your bathroom floor … a number of component pieces fitted together very precisely, but lots of pieces,” said David Verklin, chief executive of media buyer Carat Americas.
Digging a bit more into that… in an article from late September Verklin outlined seven things marketers can do today to create the media plan of the future, including allocating “15 to 20 percent of your marketing budget to digital” (apparently it’s about 5% today) and re-thinking the idea of reach. Virklin said “In the digital age, you need to manage thousands of small placements.”
It’s interesting how this theory of componentized media pieces meshes with Feedburner’s quest to manage syndicated content at an atomic level. Thousands of small pieces of content / media, which need to be managed at both the technical level (ref: Feedburner) and marketing level (ref: Verklin).
Originally published on ReadWriteWeb (archived copy)