89% of the collective management of the broader communications industry agree that an integrated campaign is bound to be a better campaign. No wonder then that findings of the Answered RedZone industry study confirm that the journey to integration of communication services is well underway and even gaining in momentum as 2016 approaches.
Exploration of integration as an evolving business model has been prompted by strong environmental pressures, and the continued expectation of their impact:
- Economic contraction 69%
- Marketers’ demand for accountability regarding return on investment 66%
Agency leadership express shared concerns of being under pressure to get more done with fewer resources of all kinds. The ideal response was dominantly identified as centring on provision of business solutions alongside diversification of skills thought to be necessary to do this. The result is a widespread drive to integrate communication-based services, with an integrated agency thought to be identifiable primarily as strategically led and solution focussed.
The CEO sample consulted could clearly articulate the many advantages of integration, demonstrating the commercial grounds of their support for this industry development. However, those rushing to embrace the move to integration are advised to note the challenges already encountered by the forerunners.
For more check out: http://www.financialmail.co.za/redzone/2015/11/26/integration-the-way-forward or grab your latest copy of the Annual Ad Focus 2015 and turn to page 10.
If you are interested in attending an information session with Answered and the RedZone in 2016 on this study, please contact Chantal Cloete at chantal.cloete@answeredinsight.co.za or 010 020 2111.
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