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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?. James May Chief Strategy Officer ADV Marketing Communications Group. How much does advertising cost?.

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James May Chief Strategy Officer ADV Marketing Communications Group

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  1. Large-scale integration of • various disciplines in Advertising: • New Model of Integrated Marketing Communications or Blast from the Past? James May Chief Strategy Officer ADV Marketing Communications Group

  2. How much does advertising cost?

  3. “Advertising is the price you pay for an unremarkable idea” Jeff Bezos, Founder of Amazon.com (14th most valuable Brand in the World - $37.6B – Source: Millward Brown)

  4. A recent history of Communications Planning • Full Service Agencies • Media • Independents ? • Integrated Communications • Digital Specialists

  5. No. • Digital is not simply • just another medium

  6. The old way of doing things…Storytelling Talking at Consumers

  7. The new order…Create Useful Consumer Platforms Talking with Consumers

  8. Communication in the past… • Interruption • Single Message • One way

  9. …and now • Interruption • Interaction • Single Message • Multiple Messages • One way • Many 2 Many

  10. 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)

  11. A Digital Strategy can transform a brand Meets Unrecognized Needs (Transformation) Create Evangelism Create Loyalty Meets Desires (Success) Create Satisfaction Meets Expectations (Survival)

  12. An mp3 played creates satisfaction, it meets expectations…

  13. An i-pod, with its consumer interface, i-tunes and so on meets desires (and creates loyalty)…

  14. An example of meeting unrecognised needs?

  15. Consumers are taking control of the traditional Brand/Marketing Mix… • Product • Price • Place • Promotion

  16. …and demanding more, much more • Product • Personalisation • Price • Place • Promotion

  17. Price is a given but consumers now also demand performance • Product • Personalisation • Price • Performance • Place • Promotion

  18. A shift in Brand Equity…. • Brand ≠ what it says

  19. A shift in Brand Equity…. • Brand ≠ what it says • Brand = what it does • Value + Content it delivers • x • What people say about it

  20. WIIFM?

  21. It’s no longer simply about the place a Brand is sold… • Product • Personalisation • Price • Performance • Place • Position • Promotion

  22. …and finally people want to get involved • Product • Personalisation • Price • Performance • Place • Position • Promotion • Participation

  23. 750,000 people installed Lipton tea plants and made 50,000,000 packs of tea

  24. Not a ‘Blast from the Past’ but a New Model… • Owned • Earned • Paid Equities a Brand has, both Virtual and Real-world Actions taken by the Brand to get itself talked about Investment made in Content and paid-for Media

  25. James May Chief Strategy Officer ADV Marketing Communications Group

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