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