What are the major challenges facing marketing communication in 2006?

Answer 1

Creating differentiation in this multiple mass media enviroment.

It's easier and cheaper than ever before to send out communication however it's harder for the message to be understood because it has to break through all the clutter.

As a marketer, the message has to be effective and create an action/response or postive effect for the product or service.


This sounds like it's your homework.

Answer 2

I don't know about 2006 specifically, but the way marketing communication was done 10 years ago for example, extremely differs from today's way.
For example:
-In the past, people used to watch more TV, thus more TV commercial was done, nowadays more emphasize on print media.
- A clutter of look alike products and ads makes it difficult to be creative and come up with something new that will attract attention.

Answer 3

The major challenge continues to be finding a way to rise above the ever rising noise level while maintaining respect for the humanity you're trying to reach.

Answer 4

part one is how to initiate that wonderful old organic growth (the holy grail!), part two finding ways to incubate this until it reaches a level it can sustain itself. Nobody trust or watches advertising anymore (duh! we've all known that for years now), and research shows that even when people do enjoy a good commercial they as often as not can't remember whose product or what service was being advertised.

The continued rise of the internet allows for more and more communication, social networking connects us with larger and larger peer groups, I'll say it again nobody trusts or watches a single bit of advertising (a slight exaggeration), and even PR has seen a decline in its ability to sway prospects (I've seen this one argued, but I tend to agree its not as powerful anymore). Whats left is what we started with, word of mouth and organic growth.

Trust is part 3. McDonalds saw a recent failure with their less than genuine attempt at a social/viral/buzz movement (one example in a huge pool of failures, see link below). So how do you do this without becoming fake? How do you go viral without advertising the fact that you are, indeed, advertising.

Answer 5

One challenge is to harness media convergence and make it work for once! The other is to reconcile interactivity (ie web) with experientially rich linear content (tv ads), and i think broadband is leading the way with this.

Answer 6

With traditional media losing its shine and hence the reach...how to effectively use alternative media.