Thursday, February 01, 2007
According to a new survey by Weber Shandwick and KRC Research, reaching key audiences through customized and personalized means is increasingly critical in the Creativity Economy — the innovation-based economy that is changing the way the world does business.
The survey, “The Changing Face of Marketing and Communications in Today’s Creativity Economy,” reveals that the Alternative Nation has arrived in full force. Nearly half (49 percent) of senior executives surveyed recognize that reaching audiences only through traditional mass media is no longer effective and are actively developing ways to reach consumers through more customized means. Furthermore, a whopping 76 percent of senior executives are already experimenting with “alternative” media — defined as any advertising or marketing besides television, radio and print media.
Press Releases
Innovation: From Corporate Buzzword to Business Imperative in 2007The “Creativity Economy” is Changing the Way the World Does Business Alternative Nation: New and Innovative Ways to Reaching Audiences Now More Critical to Success Executive Summary
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