The big merger announcement of Omnicom and Publicis focuses squarely on the data side of the marketing business, specifically the use of data to target advertising and messaging. While this promises huge opportunities for brands to spend their media money more effectively, it doesn’t speak to the other big shift in the marketing world. That shift is the evolution of the consumer decision journey, a concept originated by McKinsey.
The consumer’s path to making a purchase and what happens after has been inexorably changed by technology. Consumers still consume advertising, but only as a part of many influences that determine who gets the sale. This is now a game of content, user experience and customer service, as well as advertising.
So while spending client media dollars more effectively is an attractive prospect for brands, they will need even better soft skills, such as strategy and creative, to succeed. This will be even more important with medium and smaller sized brands which cannot just throw media money at consumers like the big brands, but are forced to produce smarter more creative marketing in order to win.