Published on March 4, 2014
The new advertising ! ! The basics: a recap
Marketing Communication until now. Image
Hallmark of marketing communication until now. Listen to me! Image
Brand preference hinged on: one key message, likeable TV adverting
Brands sought to create desire through likeable advertising.
Everything revolved around the ad. Often just a key visual across media.
What changed things? Interactivity of the internet.
Printing press. Industrial Revolution. World War. Modern inventions. Societal Trends. Technology. Direct correlation to marketing & advertising.
1990s: INTEGRATION, CONSUMERISM, ‘EVOLVED’ MESSAGING
2000’s: the baton passed on.
So, what’s diﬀerent?
Participation, doing things for people, affecting behaviour and getting them to talk about you.
Hallmarks of IMC today
Engage with me
Talk about me (because I do cool things which interest you)
The cool things could be any of these…
Television Website Blog Search LinkedIn Page, Ads Radio YouTube videos, Ads Events & Outdoor Mobile Apps Mobile Banner Ads Facebook page, Facebook Ads Twitter campaigns, Sponsored Ads
What are the implications for brands?
The digital natives embrace technology
Continuous Partial Attention
Consumer has the power to ﬁnd anything that interests him.
Consumer has the power to ignore anything that does not interest him.
Consumer has the power to dislike you, complain about you...even abuse you publicly
There is no ‘delete’ button on the internet
Your brand is what Google tells the consumer
How to get started?
Ask yourself... • Are your consumers & potential consumers present on digital/new/social media? • What are their online activities? • What are they saying about their lives, your category, your brand, your competing brand...
Resources • Research • First hand observation & participation in new media: social media, micro blogs • Blogs; forums • Comments on YouTube • Google Insights for search
2. Determine goals
Start with business goals.
Social Media strategy
Business Strategy ﬁrst. Use digital & social media to support business objectives.
Social Media activity, in and of itself is not an objective. Acquiring new customers, increasing reach, building loyalty, capturing more market share, even increasing revenue - these are objectives.
3. Identify your voice
Business-like, friendly, humourous...
4. Don’t try to do everything
Avoid the tick-box approach
5. Exploit a medium to its advantage
6. Be of value to consumers
Stanford Business: each platform with a distinct role & relevant content
YouTube: How to videos, alumni spotlights, faculty lectures, talks from business leaders & experts
Twitter: useful links on all things business; not only brand links
Instagram: visual stimuli of Stanford experience
Being of value depends on biz category, stature of brand, life stage of brand, consumer expectations from category...
This holds true even today.
The value your brand provides could vary from entertainment, tips & tricks, utility...
Tone of voice could vary depending on the value: a guide, friend, expert...
7. Create your digital assets
Digital Assets: types • Website or campaign microsite • Online display ads • Facebook page • Twitter feed • YouTube videos • Blog
The steps to digital strategy • Listen • Determine business goals • Identify your voice • Don’t try to do everything • Exploit the medium to its advantage • Be of value to consumers • Create your digital assets
Typical Goals • Increased trafﬁc (to web asset) • Increased brand awareness • Improved Search Engine Rankings • Reputation management • Increased sales • Establish thought leadership
Integrated Marketing Communications is not about placing the same message across media.
It is about using multiple media to convey single idea, maximizing the unique nature of each medium.
Only the media, the channels and tools have changed.
Brand Idea: Salute to moms Make mothers feel proud by acknowledging their contribution in the making of Olympic athletes. Mothers have a grueling schedule in bringing up kids. And are often unsung heroes. Consumer Needs The marketing opportunity The brand story Communication role of media Evoke spontaneous appreciation of all that mom’s do for their families P&G has a range of products which make a mothers’ life a tad easier.
Twitter can be used to address customer issues, engagement, drive enquiries & sales
Facebook helps build relationships with customers, reach new people and drive sales.
Cravendale & Facebook • Television & YouTube created an engaging story around cats who steal milkmen • The company site promoted the goodness of milk with nutritional facts • The advertising character, Bertrum Thumbcat was used to create a Facebook page • The ‘cho chweet’ effect at work; carefully crafted copy
BLOGS Blogs help share news, views, build credibility (voice of authority)
Videos help create engagement, impact, imagery, viral eﬀect (if share-worthy)
Events & sponsorship, in conjunction with videos & social media create ampliﬁer eﬀect.
Bullish Mystique Consumer Needs Associate Red Bull with extreme energy and larger The marketing opportunity than life events that evoke a rush...a high. Consumers, especially the young seek an energy boost and adrenaline rush on occasions The brand story Communication role of media Jaw-droppingly high energy content Red Bull is an iconic brand in the energy drinks category
Platforms like Instagram and Pinterest are great for brands which evoke a visual imagery.
Mobile creates personal connect, engagement, drive enquiries, sales
“How can we exchange value instead of just sending a message?” –Jim Lecinski. Winning the Zero Moment of Truth.
Major Platforms Platform Key characteristics Issues Website, blog Own content, amplify brand promise, long reads, multimedia Driving traﬃc, regular visits Web banners Contextual Interactive Call to action Poor CTR Wallpaper eﬀect
Major Platforms Platform Key characteristics Remarks Mobile web banners, text ads Quick response, ‘Personal’ device Poor CTR SMS on mobile Mass reach Quick action possible Spam Lack of visual richness Native Apps Rich multimedia, interactive, customized, amplify brand experience Clutter, device fragmentation
Social Media Tools: Micro Blogs Platform Strengths Remarks Twitter Instant, many-to-many interaction, helps viral eﬀect Not suited for all brand categories Yammer Niche network (within organization) Limited brand promotion possibilities Tumblr Multi-format posts Quick thoughts Sharing Not suited for all categories
Social Media Tools: Photo & Video Platform Strengths Instagram In line with ‘always’ clicking mode of smartphone usage, instant Short duration video (Vine & Instagram) Short attention span of users Remarks Discovery of content Brands yet to discover full potential
Social Media Tools YouTube Mass reach, audiovideo impact, caters to diverse interests Clutter, discovery of content Pinterest Visual impact; great for categories with visual appeal Discovery of content Facebook World’s No.1 social networking; mass reach Clutter, discovery of content Google Plus Integration with Google Relatively low interest services
Social Media Tools: Business Networking Platform Strengths Remarks LinkedIn Niche targeting possible Suitable for thought leadership articles, observations
Social Media Tools: Content creation & sharing Platform Slideshare Strengths Remarks In-depth content on topic possible, showcase expertise Requires time, dedication, hard work to create quality content
The business imperative: marketers • Adoption and usage of new media is impacting marketing communications • Clients leading the way, in many cases • Agencies scrambling to re-structure offerings
1. Traditional agencies • Forced to make a move into Digital • Many still operate in silos; TV priority • Many in the frontline have digital phobia or dismiss it as a fad • Digital offerings have own Account Management, Creative & Media teams
2. Pure Play digital • Found acceptance among clients as they ‘understood’ new media better than traditional agencies • Specialist tag; recruit technologists, analysts, UI/UX talent • Often execute big brand idea from ATL into new media
3. Media-agnostic agencies • Few and rare to ﬁnd: W+K, BBH, Droga5 to name a few • Never spun off a ‘digital specialist’ unit but do kick-ass work in the new media space • Driven by mindset of CEO/Management Board
4. Media agencies • Digital media planning brought them to the CMO table • Offer specialist ideation & work closely with digital creative agency
The new creative person is T-shaped.
The problem, from client’s POV • Does not see current big agency team (especially Account Management & Creative) as digital specialists • Increasingly turning to ‘digital unit’ –within or outside agency structure
The problem, from client’s POV • Client dealing with several ‘specialist’ units over the years: media, event, digital etc. • Some know more than the agency frontline or they think they know – about new media • Agency team marginalized
What does it take to be digitally savvy?
“I’m a ﬁrm believer that to really understand something new you have to experience it, you have to be in it to know it — reading about social media doesn’t work if you aren't involved in it, consistently and continually, because (like all culture) -- it changes constantly..” – JP Rangaswami, Chief Scientist, salesforce.com
Implications for brands • Consumers can engage with a brand. Not any brand. But brands they love. But the love has to be earned. • Brands must create content that offer some value in exchange for consumer’s involvement; offer tools that allow for sharing and when possible, even contributing • Avoid conscious separation of ‘advertising’ and ‘digital advertising’ - the lines have blurred long ago
@bhatnaturally ! ! Disclaimer: The copyrights of all images used to illustrate the points in the presentation belong to the original creators. No violation of their rights is intended. The images have been credited where possible. Thank You.
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