The Integrated Agency: Where Traditional Strategy meets dDigital

The Integrated Agency:Where Traditional Meets Digital July 20, 2011

Traditional Engagement Model The institutions traditionally defined and controlled the Brand. But traditional marketers are realizing that product sales were not necessarily the result of messaging from the marketers to the consumer….

New ParadigmsTraditional SOCIAL NETWORKINGConversations Digital Conversations Visit My Facebook Profile Search for Reviews I Wrote Read My Tweets Read My Blog Participate in a Community Conversation Ask Me Directly The game is changing…social computing has made it easier to amplify conversation and influence…..

Access Proliferation has put Consumers inControl of How, When and What Kind of Mediathey Consume • Video games • Radio • Satellite Radio • Email • DVD • TiVo (Starhub PVR) • XBox LIVE • Ring Tones • Video On-Demand • Websites • TV • Newspapers • IM • Blogs • Podcasting • Search • Magazines • Cell Phone

The Evolution of Digital Old Media Reach Mass Media Niche Media Sourceshttp://blog.crowdspring.com/2010/05/social-media-facts-figures-roi/ - Youtube video Social Media refresh

The Evolution of Digital New Media Reach Mass Media Niche Media Sourceshttp://blog.crowdspring.com/2010/05/social-media-facts-figures-roi/ - Youtube video Social Media refresh

The Evolution of Digital Old Media New Media Reach Mass Media Niche Media Sourceshttp://blog.crowdspring.com/2010/05/social-media-facts-figures-roi/ - Youtube video Social Media refresh

The Evolution of Digital Old Media New Media !"#$#%&%"( Reach Mass Media Niche Media Sourceshttp://blog.crowdspring.com/2010/05/social-media-facts-figures-roi/ - Youtube video Social Media refresh

How long does it take to reach 50 millionusers? TV: 13 years Radio: 38 years Internet: 4 years iPod: 3 years Facebook added 200 million users in less than a year Sourceshttp://blog.crowdspring.com/2010/05/social-media-facts-figures-roi/ - Youtube video Social Media refresh

The New Engagement Model A distinct opportunity in the Canadian marketplace is created for companies who can act as brand stewards …… and influence consumerperceptions, attitudes andbehaviours to create brandadvocates

The Old vs. New Media Traditional Marketing Digital Opportunities

The Name, “Advertising Agency is a problem...” Agency connotes the Advertising refers to Paid idea of Media “commissioned agents” Agencies have the mindset The "hard marketing" is that theyre only supposed the clients domain— to be involved with the areas such as pricing, "soft" areas of marketing— distribution, sales and activities that revolve even the product itself. around brand awareness and preference.

The link between the two roles.... The Role of the Future Agency:

The link between the two roles.... The Role of the Future Agency: Help clients create and place marketing messages

The link between the two roles.... The Role of the Future Agency: Help clients create and Help clients evaluate place marketing its relationship messages with consumers...

The link between the two roles.... The Role of the Future Agency: Help clients create and Help clients evaluate ...and strengthen this place marketing its relationship relationship at all messages with consumers... points of contact

What this means... Create a Positive and Authentic Help Develop and Promote the Brand Brand Experience for the Consumers Promise

Advertising is no longer about Paid Media:

How does the Agency Role Evolve?

How does the Agency Role Evolve?Planning willrequire greaterfocus.

How does the Agency Role Evolve?Planning willrequire greaterfocus. Media will be the source of ideas for creative.... and no longer be its stepchild

How does the Agency Role Evolve? Research willPlanning will require intelligencerequire greater from all sources.focus. Media will be the source of ideas for creative.... and no longer be its stepchild

How does the Agency Role Evolve? Research will Planning will require intelligence require greater from all sources. focus.Audiencesegmentation and Media will be theevaluation will source of ideasrequire increased for creative.... andanalytics no longer be its stepchild

How does the Agency Role Evolve? Research will Planning will require intelligence require greater from all sources. focus.Audiencesegmentation and Media will be theevaluation will source of ideasrequire increased for creative.... andanalytics no longer be its stepchild Audience messaging is compounded by channel messaging

How does the Agency Role Evolve? Research will Planning will require intelligence require greater from all sources. focus.Audiencesegmentation and Media will be theevaluation will source of ideasrequire increased for creative.... andanalytics no longer be its stepchild Audience Agency effort will impact messaging is the Client business compounded by beyond marketing channel messaging objectives...... operational impacts are inevitable.

How does the Agency Role Evolve? Research will Planning will require intelligence Technology should require greater from all sources. have an increased focus. focusAudiencesegmentation and Media will be theevaluation will source of ideasrequire increased for creative.... andanalytics no longer be its stepchild Audience Agency effort will impact messaging is the Client business compounded by beyond marketing channel messaging objectives...... operational impacts are inevitable.

A campaign timeframe has now expanded....e.g.

The Future Agency is NOW.... The faster they adapt, the stronger the client relationship, the more integral they become to the future of the client business.

Thank you Hessie Jones @hessiejoneshessiej@duenorth.com

The Integrated Agency: Where Traditional Strategy meets dDigital

by hessiej.com on Jul 21, 2011

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