Is the Marketing Message losing out to Innovation? | DMA

Filter By

Show All

Connect to


Is the Marketing Message losing out to Innovation?


Innovations in advertising technology have been driving the digital marketing industry ever since the internet saw its first clickable banner ad in 1993. Nearly twenty-two years on, and many brands and marketing agencies are still discovering new opportunities to capitalise on the ever growing plethora of marketing channels available. This has given rise to a huge number of ad-tech companies looking to optimise marketing budgets by reducing the risk of investments and increasing customer reach.

However exciting and exhilarating this has been for the industry, these advancements may be creating a deficiency in an important marketing ingredient. The UK DMA’s Executive Director Chris Combemale touched upon this subject in a recent roundtable. Chris suggested that the marketing message is not getting the attention it deserves. It is hard to disagree with this when you give it some thought. With such a volatile landscape, it is easy to see a digital marketer getting caught up with big game changers in the mobile and social media channels, enchanted by the prospects of ‘Big Data’ and blown away by the simplicity of programmatic marketing technology. Chris is not alone in his thinking. With the UK DMA campaigning for Great British Copywriting, the entire organisation is tackling this issue head on.

Creating an effective marketing message is a good place to start but it must be broadcast consistently across the marketing and sales funnel.

This lack of cohesion is where messaging becomes defective.

To understand how this is happening we will look at an example based on a popular budget airline’s marketing strategy:

->Read the Rest-<

Originally posted in Digital Marketing Magazine in Advertising on 2 February 2015, 08:00

Hear more from the DMA

Please login to comment.


Related Articles

A telemarketing programme involving hundreds of one-to-one conversations with customers and prospects is the perfect opportunity to perform a thorough proof of concept. It enables you to learn quickly and validate your approach in a systematic, transparent way, so you set off on a better track.

Depositphotos_667828676_S (1).jpg

Economic pressures have plagued households for several years, with brands facing the challenge of engaging consumers who are more budget-conscious than ever before. As a result, brand loyalty has sharply declined, with 61% of consumers being less likely to stick with brands in 2023 compared to 41% in 2022.

Cost of Living Exit Strategy Report 20244

Purple Square’s Tim Biddiscombe interviewed marketing data and tech industry veteran Andy Masters about the essential roles of listening, learning and trust in building holistic and effective customer journeys.

Thumbnail Reimagining CX _Andy Masters 600x400.jpg

We all want to do the right thing regarding recycling, right? If you're reading this, then it's likely you're in the 90% of UK consumers who claimed to recycle household waste, including print daily or several times per week.