Goodbye digital marketing alastair duncan

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The interactive discussion session at the iMedia Summit

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Goodbye digital marketing alastair duncan

  1. 1. Goodbye digital marketing.Hello marketing in a digital world.<br />
  2. 2. Clients are from Venus.Agencies are from Mars.What’s in between? <br />
  3. 3. The Brief for Agencies. <br />Understand the changing role of consumers.<br />Take back ownership of the strategic agenda.<br />Review the relevance of ‘old world’ classifications such as above-the-line and below-the-line.<br />Develop open sourcing for ideas as a viable financial model.<br />Take responsibility for driving a change in pricing models to account for the impact of digital.<br />Move to outcome-based compensation rather than hourly rates and manpower.<br />Communicate their ‘value add’ to distinguish themselves from media owners.<br />Offer project management as well as creative and buying services due to increased pressure on overheads.<br />
  4. 4. The Brief for Clients. <br />To more effectively invite agency partners into the world of advertisers to ensure they really understand the total client business.<br />To identify what their real business challenges are and ensure this is communicated to agencies.<br />To work at the relationship with agencies; talking frequently, sharing agendas and giving regular performance feedback.<br />Setting and sticking to best practice in effective agency management on a day-to-day basis.<br />To address the emergence of procurement departments. Clients have to take responsibility for setting out the strategy for their involvement in agency relationships and both sides must invest time to find win-win scenarios.<br />
  5. 5. The Brief for Us. Now. <br />13 topics<br />13 tables<br />15 minutes discussion<br />5 minutes (max) present back<br />1 table spokesperson<br />
  6. 6. “The marketing communications world is quite simply a means to an end….an opportunity to educate, entertain, persuade and ultimately change behaviour to drive value however that is measured in a particular industry and that ‘end’ needs to be jointly owned by the advertiser and agency world...…I am a realist and an optimist and truly believe that the advertiser-agency world can drive transformational change to ensure that the world of marketing communications stays vital and delivers on its promise.”<br />

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