A new study by Booz Allen Hamilton in cooperation with the Association of National Advertisers (ANA), found that marketers are facing an increasingly complex combination of media fragmentation, new technologies, personalization and consumer power in a more digitalized environment.
The study identified some major opportunities for marketers within the new digital marketing environment but, stressed the report, implementing the opportunities will require a complete marketing transformation.
"We have identified four critical areas where marketers must work harder for closer media integration in the digital sphere including consumer insight; media mix and channel management; marketing organization, culture, and talent; and ecosystem interconnectivity and partnerships," said Gabriel Chahine, Vice President at Booz Allen Hamilton.
"Some leading organizations have already begun to demonstrate the kind of change required, but there is no uniform model or template for all organizations.