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Marketing Communications Technologies is dedicated to providing a full spectrum of technology solutions to the marketing communications industry for internal operations, client service and communications outreach.The Opportunity
MarCom Industry Changes Intensify the Demands on Information Technology
Global expansion of marketing is outpacing the information and communications systems needed to manage the marketing communications function. Client demands for integrated global programs are straining the capabilities for collaboration in a multi-discipline industry. The trend towards more and more segmentation of messages across media platforms, including the Internet, requires more robust content management systems. The more targeted the efforts, the more fragmented the media and the more dependent Agencies become on IT expertise, functions and facilities.
MCT prospects for outsourcing assignments are excellent.Marketing communications technology and its applications will play a defining role in the relationship between the marketer, media and consumer. And the evolution of Advanced Television resulting from the convergence of television, the internet and mobile technologies is creating demand for a new generation of technology solutions.
IT has never been a strength and certainly not a core competency of the marketing communications industry. All major companies in this field currently outsource a significant portion of their IT functions, especially the industry-specific business systems for media and production. Outsourcing provides the best answer to growing management concerns about the inadequacies of internal IT resources to meet the challenges posed by industry change. Currently, there is no global IT service and solutions provider in this industry.
The MCT Vision
The Range of MCT Systems and Services
MCT will develop systems and offer a range of services to facilitate internal operations of MarCom companies, to enhance collaboration among companies and with clients and to provide new technologies for external outreach to audiences.
 The Entry Strategy
MCT Being Built to Answer Real Needs
The Top Six Marketing Communications Holding Companies hold the keys to this market. They are the gatekeepers for the Marketing Communications activities of the top 200 Global Marketers and the gateway for $200 billion in mass media expenditures. None of these Holding Companies consider IT to be a core competence. The proposed Marketing Communications Technologies (MCT) company will be built to answer very real industry-wide needs to outsource non-strategic IT services and solutions. The entry point may be a single project assignment, a joint venture with an existing technology provider or possibly involve a spinout of IT resources from one of the larger operating companies within a holding company.
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