From a marketing point of view, 2011 is destined to be the year of accountability, both in terms of the efficiency with which budgets are employed and perhaps, too, this year will see advertising agencies and their strategests finding it harder and harder to keep convincing their clients that the 30-second TV commercial is still worthwhile, but that it makes sense to spend more money per minute producing TV commercials than it does to film expensive blockbuster movies such as Avatar.
1. Accountability
A lot more big advertisers will be demanding increased accountability and transparency in terms of media buying contracts, placement confirmations, discounts and other special incentive deals between media buyers and media owners.
2. Measurement
An increasing number of boards of directors will continue the 2010 trend of insisting on being given meaningful return on investment and marketing funds employed data, with far fewer corporates accepting the now debunked claim that “a lot of things in marketing cannot be measured”.
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