James May Chief Strategy Officer ADV Marketing Communications Group Large-scale integration of...
30
James May Chief Strategy Officer ADV Marketing Communications Group Large-scale integration of various disciplines in Advertising: New Model of Integrated Marketing Communications or Blast from the Past?
-
Upload
piers-fields -
Category
Documents
-
view
214 -
download
2
Transcript of James May Chief Strategy Officer ADV Marketing Communications Group Large-scale integration of...
James MayChief Strategy Officer
ADV Marketing Communications Group
Large-scale integration of various disciplines in Advertising:
New Model of Integrated Marketing Communications or Blast from the Past?
How much does
advertising cost?
Jeff Bezos, Founder of Amazon.com(14th most valuable Brand in the World - $37.6B – Source: Millward Brown)
“Advertising is the price you pay for an unremarkable idea”
A recent history of Communications Planning
Full Service Agencies
Integrated Communications
MediaIndependents
Digital Specialists
?
No.
Digital is not simply just another medium
The old way of doing things…Storytelling
Buy Reach
Create Engagement
The more REACH you buy the more your campaign can create ENGAGEMENT
Talkin
g a
t Consu
mers
The new order…Create Useful Consumer Platforms
Deliver Value
Win/Earn Reach
The more ENGAGEMENT your platform creates the more REACH you win
Talkin
g w
ith C
on
sum
ers
Communication in the past…
Interruption
Single Message
One way
…and now
Interruption
Single Message
One way
Interaction
Multiple Messages
Many 2 Many
The 80/20 Rule reverses…
We used to spend
80% on distribution
(Media) and 20%
on content
(Production)
We will now spend
80% on the
content (Platforms)
and 20% on
distribution
(to drive traffic)
A Digital Strategy can transform a brand
Meets Unrecognized
Needs(Transformation
)
Create Evangelism
Create Loyalty
Create Satisfaction
Meets Desires(Success)
Meets Expectations(Survival)
An mp3 played creates satisfaction, it meets expectations…
An i-pod, with its consumer interface, i-tunes and so on meets desires (and creates loyalty)
…
An example of meeting unrecognised needs?
Consumers are taking control of the traditional Brand/Marketing Mix…
Product
Price
Place
Promotion
…and demanding more, much more
Product
Price
Place
Promotion
Personalisation
Price is a given but consumers now also demand performance
Product
Price
Place
Promotion
Personalisation
Performance
A shift in Brand Equity….
Brand ≠ what it says
A shift in Brand Equity….
Brand ≠ what it says
Brand = what it does
Value + Content it deliversx
What people say about it
WIIFM?
It’s no longer simply about the place a Brand is sold…
Product
Price
Place
Promotion
Personalisation
Performance
Position
…and finally people want to get involved
Product
Price
Place
Promotion
Personalisation
Performance
Position
Participation
750,000 people installed Lipton tea plants and made 50,000,000 packs of tea
Not a ‘Blast from the Past’ but a New Model…
Owned
Equities a Brand has, both Virtual
and Real-world
Earned
Actions taken by the Brand to get
itself talked about
Paid
Investment made in Content and paid-for Media
James MayChief Strategy Officer
ADV Marketing Communications Group
