New Media and Value Added Services in these channels require new thinking not only in the way these are managed but also when planning to market, communicate and present them to a large variety of users and mass markets. New and more cost efficient marketing rules need to be applied if we are to leverage on viral communication and interactivity.
OpenBox is significantly enhancing its commitment to integrate marketing, promotional and commercial relationships with traditional and new media suppliers. Marketers, major media buying agencies and a small group of media companies are developing new business models and reevaluating traditional approaches to their relationships. Industry leaders are overtly acknowledging that traditional Madison Avenue economics are eroding along with the prominence of broadcast network television as the industry "cash cow." In the past, media companies have been able to rely on traditional supply and demand economics in order to increase their revenues and profits. This is accomplished via increasing commercial or advertising load, increasing customer acquisiton costs and costs per thousand, and avoiding detailed insights on advertising effectiveness and cost efficiency.
Networks, publishers, program studios, media agencies and marketers are all presently seeking and embracing new solutions. The single most important trend in advertising today is the growing emphasis on creativity and innovation coming from value added service developers, media or telecom carriers, marketers, media planning and buying groups.
Nonetheless, the actual investment in these advances remains a microcosm of most media companies' resources and manpower. Several leading "unbundled" media agencies have committed themselves to building marketing-based relationships with their clients which has resulted in increased awareness; traditional ad agencies creative and account groups must catch up with the rest of the industry. They must understand that they can no longer assume a portfolio of traditional thirty or twenty second TV spots or full page magazine ads in order to ensure their economic viability or continued prominent role with clients. In order to support and manage their client relationships, OPENBOX has been inaudibly making significant investments in resources and strategic ventures in online and mobile projects. Openbox has new media vision and therefore a focus on investing 90 percent of its management time in lanching new services across interactive channels.
ANA Panel members, Patrick McKenna of BMW, and Brad Simmons of Unilever, estimated that "less than ten percent" of their marketing budgets are invested in non-traditional media and marketing activities; however, McKenna suggested that a significantly larger amount of management time and effort is required in order to advance non-traditional initiatives and to enable investments to logically precede. We are committed to providing clients with non-traditional solutions by dedicating 90% of our management resources and sales budgets to non-traditional initiatives. We do not only help you to adapt to changes; we also foster change and make you win the upperhand in the era of cost effective creative innovation.
We are a dedicated team with solid experience in media, telecom business and on-line Value Added Services in international organisations of many differing sizes and sectors. From business transformation through to optimizing information gathering, research, benchmarking and business development and integration, we provide a full range of consultancy services and support to help ease the creation of business development strategy. Our aim: to boost not only your revenues but your overall business presence and positioning globally.