Marketing Day 2012: the new media mix: the new rules of marketing & media planning - Olivier Blanchard

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Marketing communications and media planning have been fundamentally altered by the explosive growth of digital media and mobile technologies. Although traditional channels like email and print media are not going away anytime soon, consumers increasingly demand that companies also interact with them on social networks, via tablets and mobile devices, and in ways that were not
possible just a few years ago.

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Marketing Day 2012: the new media mix: the new rules of marketing & media planning - Olivier Blanchard

  1. 1. The New Media MixThe new rules of marketing and media planning olivier alain blanchard
  2. 2. 1. THE NATURE OF MEDIA IS CHANGING.
  3. 3. TRADITIONAL MODEL PAID OWNEDMEDIA MEDIA
  4. 4. TRADITIONAL MODELEmail WebsitesTV PackagingRadio Retail/POSPrint BuildingsDisplays PAID OWNED ProductsWeb MEDIA MEDIA SwagSignage EventsSponsorships Etc.Public Relations
  5. 5. NEW MODELEmail EARNED WebsitesTV MEDIA PackagingRadio Retail/POSPrint BuildingsDisplays PAID OWNED ProductsWeb MEDIA MEDIA SwagSignage EventsSponsorships Etc.Public Relations
  6. 6. NEW MODEL Followers Word of mouth Subscribers Pins, shares, RTs Fans/Likes Check-insEmail EARNED WebsitesTV MEDIA PackagingRadio Retail/POSPrint BuildingsDisplays PAID OWNED ProductsWeb MEDIA MEDIA SwagSignage EventsSponsorships Etc.Public Relations
  7. 7. 2. MEDIA PROLIFERATION CAN BE CONFUSING.
  8. 8. Before…
  9. 9. … and now.
  10. 10. Visualizing media consumption: 1900 - 2020 < Games are growing. < Wireless is growing. < Outdoor is flat. < Radio is flat. < TV is flat. < Online is growing. < Print is shrinking.
  11. 11. Over the last 5 years,developing countrieshave increased theirshare of internet use(global) from 44% to62%.
  12. 12. Growth:- Internet users- Mobile broadband subscriptions- Mobile phone subscriptionsFlat:-Fixed telephone lines-Fixed broadband subscriptions
  13. 13. Media consumption is both shifting and increasing.
  14. 14. Some of the channels are changing.
  15. 15. Visualizing media consumption: 1900 - 2020 < Games are growing. < Wireless is growing. < Outdoor is flat. < Radio is flat. < TV is flat. < Online is growing. < Print is shrinking.
  16. 16. What’s going on?1. Media proliferation: Web, RSS, social web, e-pubs, games, streaming content2. New technologies: Mobility, gaming, search, LBS, mobile photo/video uploads3. Channel proliferation: Facebook, Youtube, Twitter, Pinterest, digital radio4. Second-screen: Consumers are increasingly mixing media
  17. 17. Misconception: AND not OR SECOND SCREEN & MULTITASKING -68% of smartphone users use their phone while watching TV. (Nielsen) -70% of tablet users watch TV while on their tablet device. (Nielsen) -50% of TV watchers are regularly online while watching TV. (Forrester)
  18. 18. Consumer behaviors are changing.
  19. 19. NEW CHANNELS DON’T NECESSARILY REPLACE OLD ONES. THEY OVERLAP.
  20. 20. Insights1. Consumer attention is increasingly fragmented. More channels and more media interfaces means that it is increasingly difficult for brands to compete for attention.
  21. 21. Insights1. Consumer attention is increasingly fragmented. More channels and more media interfaces means that it is increasingly difficult for brands to compete for attention.Pay attention. Be where your audience is, not just where you want them to be.
  22. 22. Insights1. Consumer attention is increasingly fragmented. More channels and more media interfaces means that it is increasingly difficult for brands to compete for attention.Pay attention. Be where your audience is, not just where you want them to be.2. Focus on attention rather than presence. Most marketers are too busy trying to “be social” to actually be relevant everywhere they try to manage a presence.
  23. 23. Insights1. Consumer attention is increasingly fragmented. More channels and more media interfaces means that it is increasingly difficult for brands to compete for attention.Pay attention. Be where your audience is, not just where you want them to be.2. Focus on attention rather than presence. Most marketers are too busy trying to “be social” to actually be relevant everywhere they try to manage a presence.Valuable wins. Helpful wins. Cool wins. Clever wins. Channels are secondary.
  24. 24. Value for viewer + new advertising platform SECOND SCREEN & MULTITASKING -68% of smartphone users use their phone while watching TV. (Nielsen) -70% of tablet users watch TV while on their tablet device. (Nielsen) -50% of TV watchers are regularly online while watching TV. (Forrester)
  25. 25. 3. YOU ARE BEING FED BAD ADVICE. REBOOT.
  26. 26. The true social disconnect. Big numbers don’t necessarily mean big results.Less than 1% of “fans” of a brand’s page on Facebook… … interact with it once they have “liked” it. (Ehrenberg-Bass Institute, AdAge)
  27. 27. IT DOESN’T MATTER WHAT CHANNELS YOU ARE ON IF YOU DON’T MAKE PEOPLE CARE.
  28. 28. Wrong focus vs. right focus. Actually, we just have a “give a shit” strategy.Hey, what’s your strategy? is just a small part of it.
  29. 29. Being effective matters more than channels. Being effective is the definition of success. Start by asking the right question:WHAT DO I WANT TO ACCOMPLISH?
  30. 30. Media and technology may be changing, but business objectives haven’t. Take a step back. Get some perspective.
  31. 31. What are you after?Start with objectives: Acquiring new customers? Increasing spend for existing customers? Increasing buy-rate for existing customers? Spending my budget before the end of the year?
  32. 32. What are you after?Start with objectives: Acquiring new customers? Increasing spend for existing customers? Increasing buy-rate for existing customers? Spending my budget before the end of the year?
  33. 33. What are you after?Start with objectives: Acquiring new customers? Increasing spend for existing customers? Increasing buy-rate for existing customers? Spending my budget before the end of the year? Increasing awareness for the brand?
  34. 34. What are you after?Start with objectives: Acquiring new customers? Increasing spend for existing customers? Increasing buy-rate for existing customers? Spending my budget before the end of the year? Increasing awareness for the brand? WHY?
  35. 35. What are you after?Start with objectives: Acquiring new customers? Increasing spend for existing customers? Increasing buy-rate for existing customers? Spending my budget before the end of the year? Increasing awareness for the brand? WHY? Revenue. (Sell more stuff.)
  36. 36. What are you after?Start with objectives: Acquiring new customers? Increasing spend for existing customers? Increasing buy-rate for existing customers? Spending my budget before the end of the year? Increasing awareness for the brand? WHY? Revenue. (Sell more stuff.)
  37. 37. What are you after?Start with objectives: Acquiring new customers? Increasing spend for existing customers? Increasing buy-rate for existing customers? Spending my budget before the end of the year? Increasing awareness for the brand? WHY? Revenue. (Sell more stuff.) Create preference or loyalty for the brand.
  38. 38. What are you after?Start with objectives: Acquiring new customers? Increasing spend for existing customers? Increasing buy-rate for existing customers? Spending my budget before the end of the year? Increasing awareness for the brand? WHY? Revenue. (Sell more stuff.) Create preference or loyalty for the brand.
  39. 39. What are you after?Start with objectives: Acquiring new customers? Increasing spend for existing customers? Increasing buy-rate for existing customers? Spending my budget before the end of the year? Increasing awareness for the brand? WHY? Revenue. Activism Donate (Sell more stuff.) Participate Create preference Recommend Volunteer or loyalty for the brand.
  40. 40. As marketers, be clear about advertisers’ ultimate purpose.Know your ultimate objectives: - Acquiring new customers - Increasing spend for existing customers - Increasing buy-rate for existing customers - Protecting the brand (reputation mgmt.) ALWAYS START HERE. Impressions, visits, subscribers, etc. are always in support of these.
  41. 41. Visualizing your company’s media hierarchy of needs.Acquiring new customers Increase buy Rate Increase Yield / SpendMarket intelligence Consumer insights Crisis Management 6% 19% 38% 8% 9% 20% As an agency? How do I fit in? How should I fit in?
  42. 42. Basic marketing interaction design: What action do I want eachmember of my audience to take? - Acquiring new customers Then what? - Increasing spend for existing customers - Increasing buy-rate for existing customers - Protecting the brand (reputation mgmt.) Then what? Then what? END GOAL
  43. 43. What tools are at your disposal? Followers Word of mouth Subscribers Pins, shares, RTs Fans/Likes Check-insEmail EARNED WebsitesTV MEDIA PackagingRadio Retail/POSPrint BuildingsDisplays PAID OWNED ProductsWeb MEDIA MEDIA SwagSignage EventsSponsorships Etc.Public Relations
  44. 44. How integrated is your marketing, really? Followers Word of mouth Subscribers Pins, shares, RTs Fans/Likes Check-insEmail EARNED WebsitesTV MEDIA PackagingRadio Retail/POSPrint BuildingsDisplays PAID OWNED ProductsWeb MEDIA MEDIA SwagSignage EventsSponsorships Etc.Public Relations
  45. 45. New media & communications planning Too vague 11% Think about the Earned EARNED ideal mix for MEDIA 25% Bought your company 64% or client. Owned PAID OWNEDMEDIA MEDIA Earned 30% 39% Bought 31% Owned
  46. 46. New media & communications planningWhat determines a brand’s mix of earned, bought and owned media:What balance is most effective? 11% EarnedWhat activities drive the behaviors that impact your objectives? 25% Bought 64% OwnedWhere do those activities take place?What activities and channels have little or no impact and why?What does your audience respond to and why? Earned 30% 39%What does your audience not respond to and why? Bought 31% OwnedAre your results improving compared to last year?
  47. 47. New media & communications planningWhat determines a brand’s mix of earned, bought and owned media:What balance is most effective?What activities drive the behaviors that impact your objectives?Where do those activities take place?What activities and channels have little or no impact and why?What does your audience respond to and why?What does your audience not respond to and why?Are your results improving compared to last year?
  48. 48. Evaluation: Understand the media. Understand the channels.1. What are the attributes of each medium? What are the attributes of each channel? Examples: •Reach •Word-of-mouth / virality •Measurability •Ability to target •Data collection •Interaction & dialog •Control over message
  49. 49. Evaluation: Understand the media. Understand the channels.1. What are the attributes of each medium? What are the attributes of each channel? Examples: •Reach •Word-of-mouth / virality •Measurability •Ability to target 2. What is each medium’s top strengths/weaknesses? What is each channel’s top strengths/weaknesses? Examples: •Data collection •What does Youtube allow me to do that TV doesn’t? •Interaction & dialog •What does email allow me to do that Facebook doesn’t? •Control over message •How does that matter?
  50. 50. Evaluation: Understand the media. Understand the channels.1. What are the attributes of each medium? What are the attributes of each channel? Examples: •Reach •Word-of-mouth / virality •Measurability •Ability to target 2. What is each medium’s top strengths/weaknesses? What is each channel’s top strengths/weaknesses? Examples: •Data collection •What does Youtube allow me to do that TV doesn’t? •Interaction & dialog •What does email allow me to do that Facebook doesn’t? •Control over message •How does that matter? 3. How do I combine all of these media and channels to meet my objectives? •Where is my audience? •How do they complement each other? •How do they overlap in positive or redundant ways?
  51. 51. New media & communications management requirements1. Medium & channel fluency: Train existing staff (cross-train) Bring in new blood (specialists in new media) Constant eye towards new trends, shifts in existing trends and new technologies2. New media Planning: Increased collaboration between marketing, PR, advertising, media buyers, customer service* Establish real-time internal communications between members of the team Establish new media planning & scheduling models (more complex & visual)3. Establish new marketing-related functions: Online reputation management Digital crisis management Customer service PR Community & content management
  52. 52. Test. Learn. Repeat.
  53. 53. Your media mix will be determined in great part by what type of company you are. Your brand identity will guide you.
  54. 54. www.smroi.net Ask away. Olivier Blanchard 864.630.7398 www.olivierblanchard.net @thebrandbuilder (on Twitter)

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