MRM solution to New challenges of Media Planning

One of the recent post in MarketingGovernance New Media? New Processes highlights the problem faced by current marketers. Two things that make it important to mention

1. How Media Planning have changed over the period?
2. How ineffective mechanism are being used by marketers to solve new challenges?

As the post correctly highlight that focus today is more on efficient campaign execution using narrow means of media channel instead of broadcasting channel such TV, Radio, Newspaper etcetra. Today marketers are spending more on channels which targets to the customer directly in an individual manner then on mass manner.

But the post highlight the most important aspect that even though the challenges surfaced in the twenty first century for marketers are far from conventional but the approach taken by the marketers remind of Nineteenth century Industrial revolution. The following are the issue

1. Inefficient Marketing process or no process.
2. Ignorance towards technology.

The solution to above mentioned issue is MOM/MRM. MOM not only introduces efficient and effective process but also ways to measure the effectiveness of the process. It provides a framework/infrastructure to set up efficient processes to streamline various marketing activities.