Consumers are dominating control and choice over how they interact, filter, block and select content and marketing messages.  So it is increasingly important to change the nature of how advertising engages with the consumer.  The future of advertising is measurability of effectiveness.  The CMO now has the ability to assess all media channels (free-to-air television, radio, mobile devices, print, interactive portals, search, social networks, direct mail, e-mail, etc.) neutrally to determine how to best allocate marketing dollars.

The smart marketer has a robust understanding of who the target customers are, where they spend their dollars, how to reach them across the many content and advertising alternatives they interact with every day.  The idea of a 360 degree view of the customer IN the business, now extends to the content and information experience that SURROUNDS a customer in her life.  By measuring the effectiveness of advertising delivery to specific (individual) customers, the marketer can start to personalize advertising content to the customer's needs and interests, context, cadence and location......thus, 360 degree advertising messaging.  The key is new targeting, measurement and analytical capabilities that come from marring a continuum of media, channel and preference data with real customers.  The process drives complex segmentation that integrates media targeting, preference and ROI with customer segmentation. 

As always, I welcome your comments and questions!