The New Advertising: a primer for brands

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Information about The New Advertising: a primer for brands

Published on March 4, 2014

Author: lbhat



What constitutes new advertising for brands? A basic primer on new media and its implications for brands, marketers and ad agencies.

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.


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?

1. Listen

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 



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,

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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