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Advertising Is Changing

Staff Writer
Published: 2004-02-25

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CNET CEO and Chairman Shelby Bonnie believes advertising is fundamentally changing and the mindset of what marketing is needs to change along with it.

During a speech at today's DMA/AIM net.marketing conference, Bonnie predicted an increase in consumer control, pointing to Korea and other foreign countries as a source for studying trends.

He quoted Jim Sheengel, Proctor & Gamble's global marketing officer, as saying, "All marketing should be permission marketing," a growing theme of the conference.

Bonnie says five elements can be used to measure marketing:

1 - Awareness
2 - Consideration
3 - Trial
4 - Purchase
5 - Engagement

Right now, marketers typically focus on the trial and purchase areas. However, audience awareness and consideration are crucial to achieving repeat purchases.

Additionally, marketers need to measure and follow up on engagement. How do people use your product? How often do they use it? Do they like it?

These questions are just another element of the cycle marketers need to consider in order to understand how and when to market to potential repeat buyers.

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