Learning Objectives
In this seminar you will learn about the:
- Trends in total marketing expenditure this year in the world's top five markets and in two leading developing markets
- Trends in how that expenditure is allocated across the main activities, including the rapid continuing growth of interactive marketing and its impact on traditional media advertising spend.
- Range of interactive marketing activities and which are the main growth areas.
- Reasons given by Chief Marketing Officers for these shifts in their resource allocation.
Program content
This seminar is based on The MET Report, a major survey of expenditure by chief marketing officers across all industry sectors in the top five global markets (USA, Japan, Germany, UK, France) and in two leading developing countries (China, Brazil). It covers total expenditure in 2002-2004 and how this is allocated across traditional media advertising, sales promotion, brand PR/sponsorship, direct mail and interactive marketing. It also draws on an earlier study of the top five markets in 2001-2003.
In this seminar Professor Barwise reports the current trends in total expenditure and then focuses on the biggest trend - the continuing growth in interactive marketing (IM), including its impact on traditional media advertising. This is an area where myths abound, for example, that IM died when the Internet bubble burst, or that it is mostly Internet advertising. This seminar shows that IM is growing fast, that this is likely to continue and that these trends apply across countries and sectors, although with some variation.
Finally, Professor Barwise explores the range of IM activities - websites, email, web advertising/sponsorship, online promotions/incentives, SMS and interactive digital TV - and which of these are the main growth areas.
Participant level of understanding
This program is intended for participants with a basic or intermediate level of understanding on the topic.
Prerequisites:
There are no prerequisites for this seminar.
Advance Preparation
There is no advanced preparation required for this seminar.
About Professor Patrick Barwise
Patrick Barwise is Professor of Management and Marketing at London Business School which he joined in 1976, having spent his early career with IBM. His many publications include books on Television and its Audience, Accounting for Brands, Strategic Decisions, Predictions: Media, and Advertising in a Recession, as well as numerous academic papers and practitioner articles, mostly on brands, consumerand audience behaviour, marketing expenditure trends, and new media (internet/interactive marketing, mobile advertising, digital television, long-term trends).
His main current project is Simply Better, a controversial book on customer-driven strategy, to be published by Harvard Business School Press in August 2004. Patrick Barwise is also an advisor to Ofcom, the UK communications regulator.
