james may chief strategy officer adv marketing communications group large-scale integration of...
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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?
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How much does
advertising cost?
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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”
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A recent history of Communications Planning
Full Service Agencies
Integrated Communications
MediaIndependents
Digital Specialists
?
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No.
Digital is not simply just another medium
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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
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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
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Communication in the past…
Interruption
Single Message
One way
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…and now
Interruption
Single Message
One way
Interaction
Multiple Messages
Many 2 Many
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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)
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A Digital Strategy can transform a brand
Meets Unrecognized
Needs(Transformation
)
Create Evangelism
Create Loyalty
Create Satisfaction
Meets Desires(Success)
Meets Expectations(Survival)
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An mp3 played creates satisfaction, it meets expectations…
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An i-pod, with its consumer interface, i-tunes and so on meets desires (and creates loyalty)
…
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An example of meeting unrecognised needs?
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Consumers are taking control of the traditional Brand/Marketing Mix…
Product
Price
Place
Promotion
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…and demanding more, much more
Product
Price
Place
Promotion
Personalisation
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Price is a given but consumers now also demand performance
Product
Price
Place
Promotion
Personalisation
Performance
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A shift in Brand Equity….
Brand ≠ what it says
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A shift in Brand Equity….
Brand ≠ what it says
Brand = what it does
Value + Content it deliversx
What people say about it
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WIIFM?
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It’s no longer simply about the place a Brand is sold…
Product
Price
Place
Promotion
Personalisation
Performance
Position
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…and finally people want to get involved
Product
Price
Place
Promotion
Personalisation
Performance
Position
Participation
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750,000 people installed Lipton tea plants and made 50,000,000 packs of tea
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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
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James MayChief Strategy Officer
ADV Marketing Communications Group