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Brand Manager Sensemaking: Cognitive Frames in the Digital Media Environment
Journal of Current Issues & Research in Advertising Pub Date : 2021-08-19 , DOI: 10.1080/10641734.2021.1935364
Tyler Milfeld 1 , Eric Haley 2
Affiliation  

ABSTRACT

Marketers and advertising agencies must navigate an increasingly complex and ambiguous digital media environment. Advertising agencies have responded by adding new roles and removing barriers to integrating digital media into marketing campaigns. Despite these changes aiming to address clients’ needs, the agency-client relationship has reached an all-time low. The current study seeks to close the knowledge gap by examining how brand managers make sense of the digital media environment. Through phenomenological interviews with 18 North American brand managers at large organizations, this research uncovers three cognitive frames: expertise, efficiency, and consistency. These frames support three capabilities—advertising campaign evaluation, digital expertise, and creative development—that marketing organizations are insourcing from advertising agencies. These insourcing trends have significant ramifications for the advertising agency landscape. This research answers the call to gain deeper insight into the marketing organization, applies sensemaking to the digital media environment, and outlines future research opportunities based on three insourcing trends emerging from brand manager interviews.



中文翻译:

品牌经理感知:数字媒体环境中的认知框架

摘要

营销人员和广告代理商必须在日益复杂和模糊的数字媒体环境中驾驭。广告代理商的回应是增加新角色并消除将数字媒体整合到营销活动中的障碍。尽管这些变化旨在满足客户的需求,但代理与客户的关系却达到了历史最低点。目前的研究旨在通过研究品牌经理如何理解数字媒体环境来缩小知识差距。通过对大型组织中 18 位北美品牌经理的现象学访谈,本研究揭示了三个认知框架:专业知识、效率和一致性。这些框架支持三种功能——广告活动评估、数字专业知识、和创意开发——营销组织从广告代理处内购。这些内包趋势对广告代理领域产生了重大影响。这项研究响应了深入了解营销组织的号召,将意义建构应用于数字媒体环境,并根据品牌经理访谈中出现的三个内包趋势概述了未来的研究机会。

更新日期:2021-08-19
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