eBuzz - Emarketing is King

Emarketing is King

Cory Treffiletti noted in a recent MediaPost article that emarketing may well be on the way to being the primary marketing channel:

Carat announced it would be merging its digital and traditional business, with the digital team taking the reins of leadership and becoming the center-piece for planning and buying practices. This was a big announcement in and of itself, but this week we saw Publicis running a statement that it is shifting its business towards automation and centralization of its planning and buying systems, with creative rotations being handled cross-platform to respond to consumer behavior. As Publicis foretells, "it is only a matter of time before all advertising is digital."

We all still know people who are not fully engaged online, but they tend to be older people, and there are fewer and fewer of them, as time goes by. When consumers want to purchase something, the Internet is nearly always the search vehicle of choice - even for those, as we noted in an earlier eBuzz, who eventually make the actual purchase offline.

Treffiletti suggests that dealing with this shift in paradigm will need to involve increased automation. While that is probably the case, it will also need to involve people who are familiar and comfortable with the new paradigm making the creative leaps that will inspire new systems, new approaches, and new technologies.

Staying involved in the space is, more and more, staying alert to its possibilities. EwayDirect is doing that by being the first company in the space to franchise its business model, products, and services. Stay tuned for more!

And that's our take on the news today!

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