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The Integrated Agency:  Where Traditional Strategy meets dDigital
 

The Integrated Agency: Where Traditional Strategy meets dDigital

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  • \n
  • This was a top-down approach. This is how we thought the world worked. We were consumers of messages, of media. We were marketed to and if the advertising was effective enough we’d respond\n
  • Enter Web 2.0 and that changes the model.\n\n
  • what makes modern technology difficult is that we are all multitasking. We are in control of the content and media we are consuming, and how much time is devoted to each. It’s a challenge for marketers because it makes it that much more difficult to define the right message, at the right place at the right time. Optimally how will this message be received?\n
  • Before media becme digitized we saw\nA small number of media with massive reach\nAs consumers were easy to get a hold of -- we read the same papers, listened to the same programs and watched the same television shows as everyone we knew. Marketers had it easy...but it was rare to see an ad that was relevant to you.\n\nAnd now wha we see, tons of media choices, allowing marketers to reach, massive amounts of people\nacross massive amounts of extremely targeted experiences\nusers are moving down the long tail of media and this presents big challenges as well as big opportunities for marketers.\nTwo key marketing challneges now exist\n1) need to be where users are and we need to be relevant to those users\nWe need to rethink the message and rethink the media distribution\n
  • Before media becme digitized we saw\nA small number of media with massive reach\nAs consumers were easy to get a hold of -- we read the same papers, listened to the same programs and watched the same television shows as everyone we knew. Marketers had it easy...but it was rare to see an ad that was relevant to you.\n\nAnd now wha we see, tons of media choices, allowing marketers to reach, massive amounts of people\nacross massive amounts of extremely targeted experiences\nusers are moving down the long tail of media and this presents big challenges as well as big opportunities for marketers.\nTwo key marketing challneges now exist\n1) need to be where users are and we need to be relevant to those users\nWe need to rethink the message and rethink the media distribution\n
  • Before media becme digitized we saw\nA small number of media with massive reach\nAs consumers were easy to get a hold of -- we read the same papers, listened to the same programs and watched the same television shows as everyone we knew. Marketers had it easy...but it was rare to see an ad that was relevant to you.\n\nAnd now wha we see, tons of media choices, allowing marketers to reach, massive amounts of people\nacross massive amounts of extremely targeted experiences\nusers are moving down the long tail of media and this presents big challenges as well as big opportunities for marketers.\nTwo key marketing challneges now exist\n1) need to be where users are and we need to be relevant to those users\nWe need to rethink the message and rethink the media distribution\n
  • Before media becme digitized we saw\nA small number of media with massive reach\nAs consumers were easy to get a hold of -- we read the same papers, listened to the same programs and watched the same television shows as everyone we knew. Marketers had it easy...but it was rare to see an ad that was relevant to you.\n\nAnd now wha we see, tons of media choices, allowing marketers to reach, massive amounts of people\nacross massive amounts of extremely targeted experiences\nusers are moving down the long tail of media and this presents big challenges as well as big opportunities for marketers.\nTwo key marketing challneges now exist\n1) need to be where users are and we need to be relevant to those users\nWe need to rethink the message and rethink the media distribution\n
  • Before media becme digitized we saw\nA small number of media with massive reach\nAs consumers were easy to get a hold of -- we read the same papers, listened to the same programs and watched the same television shows as everyone we knew. Marketers had it easy...but it was rare to see an ad that was relevant to you.\n\nAnd now wha we see, tons of media choices, allowing marketers to reach, massive amounts of people\nacross massive amounts of extremely targeted experiences\nusers are moving down the long tail of media and this presents big challenges as well as big opportunities for marketers.\nTwo key marketing challneges now exist\n1) need to be where users are and we need to be relevant to those users\nWe need to rethink the message and rethink the media distribution\n
  • Before media becme digitized we saw\nA small number of media with massive reach\nAs consumers were easy to get a hold of -- we read the same papers, listened to the same programs and watched the same television shows as everyone we knew. Marketers had it easy...but it was rare to see an ad that was relevant to you.\n\nAnd now wha we see, tons of media choices, allowing marketers to reach, massive amounts of people\nacross massive amounts of extremely targeted experiences\nusers are moving down the long tail of media and this presents big challenges as well as big opportunities for marketers.\nTwo key marketing challneges now exist\n1) need to be where users are and we need to be relevant to those users\nWe need to rethink the message and rethink the media distribution\n
  • let’s add to this Google + with 8 million in a matter of one month\n
  • Go where the conversations are already happening. Or create environments that foster interaction, communication and feedback. Foster an envirnonment where you have the ability to actually motivate people to act. Collaboration and sharing is quick given the available . The visible discussions that can result include customers, both positive and negative, about any particular brand\n
  • Mass marketing is controlled institution-led communication that is distributed to a broad\naudience but has less effectiveness in driving conversion.\n\nSocial marketing is about about reaching \nout and connecting and hanging out with\n like-minded individuals and creating \nrelationships. Use influence to drive revenue.\n
  • the 4 P’s\nbut was this model sustainable?\nThis needs an overhaul\n
  • \n
  • \n
  • \n
  • Mass marketing is controlled institution-led communication that is distributed to a broad\naudience but has less effectiveness in driving conversion.\n\nSocial marketing is about about reaching \nout and connecting and hanging out with\n like-minded individuals and creating \nrelationships. Use influence to drive revenue.\n
  • \n
  • While traditional agencies often bring formidable strategic and creative resources to the table, they're just as often lacking when it comes to essential disciplines like user-experience design, digital production and optimization. And when traditional agencies bring in those same strategic and creative resources for digital work and "outsource" the rest, their clients are the ones who lose. Why? Because things like user-experience insights need to help shape creative concepts. Development realities need to inform design. SEO strategy needs to influence copywriting. Social media should inform audience development/validation.These things shouldn't come later. They are not "steps" in the process or line items that can be bid out during production. And without a plan (or the resources) to incrementally optimize the work, an agency can't take full advantage of the medium to begin with.\n
  • While traditional agencies often bring formidable strategic and creative resources to the table, they're just as often lacking when it comes to essential disciplines like user-experience design, digital production and optimization. And when traditional agencies bring in those same strategic and creative resources for digital work and "outsource" the rest, their clients are the ones who lose. Why? Because things like user-experience insights need to help shape creative concepts. Development realities need to inform design. SEO strategy needs to influence copywriting. Social media should inform audience development/validation.These things shouldn't come later. They are not "steps" in the process or line items that can be bid out during production. And without a plan (or the resources) to incrementally optimize the work, an agency can't take full advantage of the medium to begin with.\n
  • While traditional agencies often bring formidable strategic and creative resources to the table, they're just as often lacking when it comes to essential disciplines like user-experience design, digital production and optimization. And when traditional agencies bring in those same strategic and creative resources for digital work and "outsource" the rest, their clients are the ones who lose. Why? Because things like user-experience insights need to help shape creative concepts. Development realities need to inform design. SEO strategy needs to influence copywriting. Social media should inform audience development/validation.These things shouldn't come later. They are not "steps" in the process or line items that can be bid out during production. And without a plan (or the resources) to incrementally optimize the work, an agency can't take full advantage of the medium to begin with.\n
  • While traditional agencies often bring formidable strategic and creative resources to the table, they're just as often lacking when it comes to essential disciplines like user-experience design, digital production and optimization. And when traditional agencies bring in those same strategic and creative resources for digital work and "outsource" the rest, their clients are the ones who lose. Why? Because things like user-experience insights need to help shape creative concepts. Development realities need to inform design. SEO strategy needs to influence copywriting. Social media should inform audience development/validation.These things shouldn't come later. They are not "steps" in the process or line items that can be bid out during production. And without a plan (or the resources) to incrementally optimize the work, an agency can't take full advantage of the medium to begin with.\n
  • While traditional agencies often bring formidable strategic and creative resources to the table, they're just as often lacking when it comes to essential disciplines like user-experience design, digital production and optimization. And when traditional agencies bring in those same strategic and creative resources for digital work and "outsource" the rest, their clients are the ones who lose. Why? Because things like user-experience insights need to help shape creative concepts. Development realities need to inform design. SEO strategy needs to influence copywriting. Social media should inform audience development/validation.These things shouldn't come later. They are not "steps" in the process or line items that can be bid out during production. And without a plan (or the resources) to incrementally optimize the work, an agency can't take full advantage of the medium to begin with.\n
  • While traditional agencies often bring formidable strategic and creative resources to the table, they're just as often lacking when it comes to essential disciplines like user-experience design, digital production and optimization. And when traditional agencies bring in those same strategic and creative resources for digital work and "outsource" the rest, their clients are the ones who lose. Why? Because things like user-experience insights need to help shape creative concepts. Development realities need to inform design. SEO strategy needs to influence copywriting. Social media should inform audience development/validation.These things shouldn't come later. They are not "steps" in the process or line items that can be bid out during production. And without a plan (or the resources) to incrementally optimize the work, an agency can't take full advantage of the medium to begin with.\n
  • While traditional agencies often bring formidable strategic and creative resources to the table, they're just as often lacking when it comes to essential disciplines like user-experience design, digital production and optimization. And when traditional agencies bring in those same strategic and creative resources for digital work and "outsource" the rest, their clients are the ones who lose. Why? Because things like user-experience insights need to help shape creative concepts. Development realities need to inform design. SEO strategy needs to influence copywriting. Social media should inform audience development/validation.These things shouldn't come later. They are not "steps" in the process or line items that can be bid out during production. And without a plan (or the resources) to incrementally optimize the work, an agency can't take full advantage of the medium to begin with.\n
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The Integrated Agency:  Where Traditional Strategy meets dDigital The Integrated Agency: Where Traditional Strategy meets dDigital Presentation Transcript

  • 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
  • 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