The New Media Mix The new rules of marketing and media planning

olivier alain blanchard

1. THE NATURE OF MEDIA IS CHANGING.

PAID MEDIA

OWNEDMEDIA

TRADITIONAL MODEL

PAID MEDIA

OWNEDMEDIA

TRADITIONAL MODEL

EmailTVRadioPrintDisplaysWebSignageSponsorshipsPublic Relations

WebsitesPackaging

Retail/POSBuildingsProducts

SwagEvents

Etc.

PAIDMEDIA

OWNEDMEDIA

EARNEDMEDIA

NEW MODEL

EmailTVRadioPrintDisplaysWebSignageSponsorshipsPublic Relations

WebsitesPackaging

Retail/POSBuildingsProducts

SwagEvents

Etc.

PAIDMEDIA

OWNEDMEDIA

EARNEDMEDIA

NEW MODEL

EmailTVRadioPrintDisplaysWebSignageSponsorshipsPublic Relations

WebsitesPackaging

Retail/POSBuildingsProducts

SwagEvents

Etc.

FollowersSubscribersFans/Likes

Word of mouthPins, shares, RTs

Check-ins

2. MEDIA PROLIFERATION CAN BE CONFUSING.

Before…

… and now.

Visualizing media consumption: 1900 - 2020

< TV is flat.

< Online is growing.

< Print is shrinking.

< Radio is flat.

< Wireless is growing.< Games are growing.

< Outdoor is flat.

Over the last 5 years,developing countrieshave increased theirshare of internet use(global) from 44% to62%.

Growth:

- Internet users- Mobile broadband subscriptions- Mobile phone subscriptions

Flat:

-Fixed telephone lines-Fixed broadband subscriptions

Media consumption is both shifting and increasing.

Some of the channels are changing.

Visualizing media consumption: 1900 - 2020

< TV is flat.

< Online is growing.

< Print is shrinking.

< Radio is flat.

< Wireless is growing.< Games are growing.

< Outdoor is flat.

What’s going on?

1. Media proliferation: Web, RSS, social web, e-pubs, games, streaming content

2. New technologies: Mobility, gaming, search, LBS, mobile photo/video uploads

3. Channel proliferation: Facebook, Youtube, Twitter, Pinterest, digital radio

4. Second-screen: Consumers are increasingly mixing media

Misconception: AND not OR

SECOND SCREEN & MULTITASKING

-68% of smartphone users use their phone while watching TV. (Nielsen)

-70% of tablet users watch TV while on their tablet device. (Nielsen)

-50% of TV watchers are regularly online while watching TV. (Forrester)

Consumer behaviors are changing.

NEW CHANNELS DON’T NECESSARILY REPLACE OLD ONES.

THEY OVERLAP.

1. Consumer attention is increasingly fragmented.More channels and more media interfaces means that it is

increasingly difficult for brands to compete for attention.

Insights

1. Consumer attention is increasingly fragmented.More channels and more media interfaces means that it is

increasingly difficult for brands to compete for attention.Pay attention. Be where your audience is, not just where you want

them to be.

Insights

1. Consumer attention is increasingly fragmented.More channels and more media interfaces means that it is

increasingly difficult for brands to compete for attention.Pay attention. Be where your audience is, not just where you want

them to be.

2. Focus on attention rather than presence.Most marketers are too busy trying to “be social” to actually be

relevant everywhere they try to manage a presence.

Insights

1. Consumer attention is increasingly fragmented.More channels and more media interfaces means that it is

increasingly difficult for brands to compete for attention.Pay attention. Be where your audience is, not just where you want

them to be.

2. Focus on attention rather than presence.Most marketers are too busy trying to “be social” to actually be

relevant everywhere they try to manage a presence.Valuable wins. Helpful wins. Cool wins. Clever wins. Channels are

secondary.

Insights

Value for viewer + new advertising platform

SECOND SCREEN & MULTITASKING

-68% of smartphone users use their phone while watching TV. (Nielsen)

-70% of tablet users watch TV while on their tablet device. (Nielsen)

-50% of TV watchers are regularly online while watching TV. (Forrester)

3. YOU ARE BEING FED BAD ADVICE. REBOOT.

Less than 1%of “fans” of a brand’s page on Facebook…

… interact with it once they have “liked” it.

The true social disconnect.

(Ehrenberg-Bass Institute, AdAge)

Big numbers don’t necessarily mean big results.

IT DOESN’T MATTER WHAT CHANNELS YOU ARE ON

IF YOU DON’T MAKE PEOPLE CARE.

Hey, what’s your strategy?

Actually, we just have a “give a shit” strategy.

is just a small part of it.

Wrong focus vs. right focus.

Being effective matters more than channels.

Being effective is the definition of success.

Start by asking the right question:

WHAT DO I WANT TO ACCOMPLISH?

Media and technology may be changing, but business

objectives haven’t. Take a step back.

Get some perspective.

What are you after?

Start with objectives: Acquiring new customers?Increasing spend for existing customers?Increasing buy-rate for existing customers?Spending my budget before the end of the year?

What are you after?

Start with objectives: Acquiring new customers?Increasing spend for existing customers?Increasing buy-rate for existing customers?Spending my budget before the end of the year?

What are you after?

Start with objectives: Acquiring new customers?Increasing spend for existing customers?Increasing buy-rate for existing customers?Spending my budget before the end of the year?Increasing awareness for the brand?

What are you after?

Start with objectives: Acquiring new customers?Increasing spend for existing customers?Increasing buy-rate for existing customers?Spending my budget before the end of the year?Increasing awareness for the brand?

WHY?

What are you after?

Start with objectives: Acquiring new customers?Increasing spend for existing customers?Increasing buy-rate for existing customers?Spending my budget before the end of the year?Increasing awareness for the brand?

WHY?

Revenue.(Sell more stuff.)

What are you after?

Start with objectives: Acquiring new customers?Increasing spend for existing customers?Increasing buy-rate for existing customers?Spending my budget before the end of the year?Increasing awareness for the brand?

WHY?

Revenue.(Sell more stuff.)

What are you after?

Start with objectives: Acquiring new customers?Increasing spend for existing customers?Increasing buy-rate for existing customers?Spending my budget before the end of the year?Increasing awareness for the brand?

WHY?

Revenue.(Sell more stuff.)

Create preferenceor loyalty

for the brand.

What are you after?

Start with objectives: Acquiring new customers?Increasing spend for existing customers?Increasing buy-rate for existing customers?Spending my budget before the end of the year?Increasing awareness for the brand?

WHY?

Revenue.(Sell more stuff.)

Create preferenceor loyalty

for the brand.

What are you after?

Start with objectives: Acquiring new customers?Increasing spend for existing customers?Increasing buy-rate for existing customers?Spending my budget before the end of the year?Increasing awareness for the brand?

WHY?

Revenue.(Sell more stuff.)

Create preferenceor loyalty

for the brand.

ActivismDonate

ParticipateRecommend

Volunteer

As marketers, be clear about advertisers’ ultimate purpose.

Know your ultimate objectives: - Acquiring new customers- Increasing spend for existing customers- Increasing buy-rate for existing customers- Protecting the brand (reputation mgmt.)

ALWAYS START HERE.

Impressions, visits, subscribers, etc. are always in support of these.

38%

20%

9%

8%

19%6%

Acquiring new customers Increase buy Rate Increase Yield / Spend

Market intelligence Consumer insights Crisis Management

Visualizing your company’s media hierarchy of needs.

As an agency? How do I fit in? How should I fit in?

Basic marketing interaction design:

What action do I want each member of my audience to take?

Then what?

Then what?

Then what? END GOAL

- Acquiring new customers- Increasing spend for existing customers- Increasing buy-rate for existing customers- Protecting the brand (reputation mgmt.)

PAIDMEDIA

OWNEDMEDIA

EARNEDMEDIA

What tools are at your disposal?

EmailTVRadioPrintDisplaysWebSignageSponsorshipsPublic Relations

WebsitesPackaging

Retail/POSBuildingsProducts

SwagEvents

Etc.

FollowersSubscribersFans/Likes

Word of mouthPins, shares, RTs

Check-ins

PAIDMEDIA

OWNEDMEDIA

EARNEDMEDIA

How integrated is your marketing, really?

EmailTVRadioPrintDisplaysWebSignageSponsorshipsPublic Relations

WebsitesPackaging

Retail/POSBuildingsProducts

SwagEvents

Etc.

FollowersSubscribersFans/Likes

Word of mouthPins, shares, RTs

Check-ins

New media & communications planning

EARNEDMEDIA

PAIDMEDIA

OWNEDMEDIA

64%

25%

11%Earned

Bought

Owned

39%

31%

30% Earned

Bought

Owned

Think about the ideal mix for

your company or client.

Too vague

64%

25%

11%Earned

Bought

Owned

39%

31%

30% Earned

Bought

Owned

New media & communications planning

What determines a brand’s mix of earned, bought and owned media:

What balance is most effective?

What activities drive the behaviors that impact your objectives?

Where do those activities take place?

What activities and channels have little or no impact and why?

What does your audience respond to and why?

What does your audience not respond to and why?

Are your results improving compared to last year?

New media & communications planning

What determines a brand’s mix of earned, bought and owned media:

What balance is most effective?

What activities drive the behaviors that impact your objectives?

Where do those activities take place?

What activities and channels have little or no impact and why?

What does your audience respond to and why?

What does your audience not respond to and why?

Are your results improving compared to last year?

Evaluation: Understand the media. Understand the channels.

What are the attributes of each medium?What are the attributes of each channel?

Examples:

•Reach•Word-of-mouth / virality•Measurability•Ability to target•Data collection•Interaction & dialog•Control over message

1.

Evaluation: Understand the media. Understand the channels.

What are the attributes of each medium?What are the attributes of each channel?

Examples:

•Reach•Word-of-mouth / virality•Measurability•Ability to target•Data collection•Interaction & dialog•Control over message

1.

2. What is each medium’s top strengths/weaknesses?What is each channel’s top strengths/weaknesses?Examples:

•What does Youtube allow me to do that TV doesn’t?•What does email allow me to do that Facebook doesn’t?•How does that matter?

What are the attributes of each medium?What are the attributes of each channel?

Examples:

•Reach•Word-of-mouth / virality•Measurability•Ability to target•Data collection•Interaction & dialog•Control over message

1.

2. What is each medium’s top strengths/weaknesses?What is each channel’s top strengths/weaknesses?Examples:

•What does Youtube allow me to do that TV doesn’t?•What does email allow me to do that Facebook doesn’t?•How does that matter?

3. How do I combine all of thesemedia and channels to meet my objectives?

•Where is my audience?•How do they complement each other?•How do they overlap in positive or redundant ways?

Evaluation: Understand the media. Understand the channels.

New media & communications management requirements

1. Medium & channel fluency:Train existing staff (cross-train)Bring in new blood (specialists in new media)Constant eye towards new trends, shifts in existing trends and new technologies

2. New media Planning:Increased collaboration between marketing, PR, advertising, media buyers, customer service*Establish real-time internal communications between members of the teamEstablish new media planning & scheduling models (more complex & visual)

3. Establish new marketing-related functions:Online reputation managementDigital crisis managementCustomer service PRCommunity & content management

Test. Learn. Repeat.

Your media mix will be determined in great part by what type of company you are.

Your brand identity will guide you.

www.smroi.net

Ask away.

Olivier Blanchard864.630.7398www.olivierblanchard.net@thebrandbuilder (on Twitter)