I recently had the good fortune to write an article on behalf of the Association of Canadian Advertisers – ACA. My intent was to provide a fly-over of the complexities of the current media environment and the effect of Social Media as an additive element to what the Boston Consulting Group – BCG refers to as the “CMO Dilemma” in managing the overall media mix within a Galaxy of Media Choices. To emphasize – this is not a matter of choosing one communications medium over another, nor is this advocacy for Social Media. It’s about making the best choices in the determining the optimal media mix for a product category, brand or creative concept.
The ACA’s membership is advertisers. Numbering some 100+, all are household names such as Clorox, MacDonald’s Restaurants, Coca-Cola Ltd, Hasbro, Visa, Kraft and Nokia. One aspect of the ACA’s mission is to ensure that their membership “…maximizes their investments in all forms of marketing communications”. The italics is mine, if only to underscore the tremendous challenges that face the CMO in seeing through the cloud of new media choices and effectively managing media mix resources. It’s easy to theorize and point out media success stories, it’s another thing to roll your sleeves up and do the heavy lifting.
Here is the full text of the article:
En francais: Les médias sociaux : comment s’y retrouver dans ce nuage de choix?
– Ted Morris, 4ScreensMedia