The marketing and media ecosystem

In just a few short years, the marketing landscape has changed dramatically. Consumers now demand more choice, better service, and personalized customization. New technologies analyze the wants and needs of large markets and the personal preferences and shopping patterns of individual customers in detail. As potential media outlets fragment, advertising, too, is moving online and becoming more interactive. Social media is rapidly becoming a critical factor in the marketing mix; effective tools are being developed to measure the results. In short, the world of marketing is at an inflection point, where the traditional boundaries between marketing organizations, ad agencies, and media companies are eroding.

This is the “ecosystem” facing marketers today. Together with the Association of National Advertisers (ANA), the Interactive Advertising Bureau (IAB), and the American Association of Advertising Agencies (AAAA), Strategy& conducted a multi-year, cross-industry study — the first of its kind — called “The marketing and media ecosystem.” We look closely at this new ecosystem, and at how marketers, advertising agencies, and media companies are responding to it. The findings are compelling: Marketers and advertisers alike understand the value of the online space — yet few major marketers have developed the capabilities to thrive in the new ecosystem. It is more critical than ever that marketers team up with agencies and media outlets to develop strategies for responding to what matters in the new marketing and media ecosystem — performance, relevance, and interactivity.

The bottom line is that it’s a great time to be a marketer. New platforms are springing up to capture consumers, providing marketers new opportunities to get their message out and to engage in interactive dialogues. We have a better understanding of the effects of targeted advertising, now a commonplace practice. Virtually every industry is redefining its optimal media mix. At the same time, the new marketing ecosystem is a brutally competitive environment, where survival of the fittest is the law — winners quickly rise to the top, while losers fall behind. Does your company have the capabilities needed to prosper?


Digital Darwinism
The marketing and media ecosystem has arrived at an evolutionary threshold. Companies have to acquire or develop three dominant traits to survive: relevance, interactivity, and more >
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Always On: Advertising, Marketing, and Media in an Era of Consumer Control
This book explores the potential of the digital era and its implications for executives and marketing and ad more >
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Measuring Your Way to Market Insight
To build closer connections to customers, start by developing analytical more on strategy+business >
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Additional resources

The Future of Advertising Is Now
Marketers take heed: After years of overhype, the digital revolution is finally more on strategy+business >


Who would ever want to be a CMO?
On paper, running a marketing department sounds like a dream job, but in reality, it’s a big more >


Online Customers, Digital Marketing: The CMO-CIO Connection
Media consumers are rushing online in record numbers, and corporate marketers must go there more >


Not Your Typical Marketing Campaign: The Next Wave of Technology- Driven Marketing
In a world overrun with marketing messages, the next wave of marketing technology will cut through the more >


Winning in MENA's New Media Scene
To succeed, media players in the Middle East and North Africa must understand four key dynamics and devise strategies to capitalize on more >


The Rise of Mobile Marketing
The mobile channel offers an exciting opportunity for marketers — one that most have yet to fully more >


Advertising Age: 2008 ANA Masters of Marketing Conference
Booz & Company Partner Christopher Vollmer discusses specific challenges facing marketers, advertising agencies and media companies in an increasingly digital ecosystem. watch video >
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