MS marketing exec challenges current industry strategies

Microsoft's Xbox 360 marketer Chris Di Cesare has challenged current advertising and promotional strategies, warning marketers that they need to embrace changes in media consumption to survive.

Speaking at the MI6: Marketing Interactive conference in San Francisco, Di Cesare told the audience to "evolve or die," stressing the importance of embracing a mix of media campaigns in order to reach today's consumer market.

Focusing campaigns around 30-second television advertising spots is no longer enough to capture the attention of consumers, according to Di Cesare, who noted that falling TV viewing figures and a consumer shift from television to web is impacting on marketers' ability to reach their target demographic.

"People are still wedded to the 30 second spot and have a difficult time adjusting to the changes in media consumption," he stated.

"Embrace a mix of alternatives," he added. "Embrace change."

Offering attendees a comprehensive list of alternative marketing and advertising strategies, Di Cesare discussed the importance of targeting consumer audiences in different ways - creating flexible campaigns which focus on changing media consumption trends.

Viral, mobile, experiential, social networking and consumer generated marketing are all part of the mix for Di Cesare, although he conceded that the traditional 30-second spot shouldn't be ignored, but rather incorporated into a much wider, more diverse media campaign.