Transcript A discussion on Communication Strategy

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?
“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)
A recent history of
Communications Planning
Full Service
Agencies
Media
Independents
?
Integrated
Communications
Digital Specialists
No.
Digital is not simply
just another medium
The old way of doing things…
Storytelling
Create Engagement
The more REACH you buy the more
your campaign can create ENGAGEMENT
Talking at Consumers
Buy Reach
The new order…
Create Useful Consumer Platforms
Win/Earn Reach
The more ENGAGEMENT your platform
creates the more REACH you win
Talking with Consumers
Deliver Value
Communication in the past…
Interruption
Single Message
One way
…and now
Interruption
Interaction
Single Message
Multiple Messages
One way
Many 2 Many
The 80/20 Rule reverses…
We will now spend
We used to spend
80% on the
80% on distribution
content (Platforms)
(Media) and 20%
and 20% on
on content
distribution
(Production)
(to drive traffic)
A Digital Strategy can transform a brand
Meets
Unrecognized
Needs
(Transformation)
Meets Desires
(Success)
Meets Expectations
(Survival)
Create
Evangelism
Create
Loyalty
Create
Satisfaction
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
Personalisation
Price
Performance
Place
Promotion
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 delivers
x
What people say about it
WIIFM?
It’s no longer simply about the place a
Brand is sold…
Product
Personalisation
Price
Performance
Place
Position
Promotion
…and finally people want to get involved
Product
Personalisation
Price
Performance
Place
Position
Promotion
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
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
James May
Chief Strategy Officer
ADV Marketing Communications Group