The world in which we operate as a business has shifted. It hasn’t been an overnight change, but over recent years the pace of change has accelerated faster than ever before. What constitutes as ‘media’ is changing daily, and we need to adapt and change to this new world of opportunity.So, what is driving this change? We think 5 big factors are at play:
So, what is driving this change? We think 5 big factors are at play:The first factor is technology – but from the consumer’s POV, ie. What technology is allowing them to do There is no doubt that technology is one of the biggest facilitators of change in our industry. Technology is empowering consumers like never before, and providing infinite more opportunities to interact and know our customers. The world is digital, and will only become even more so. This offers great scope for us to create even deeper experiences for our audiences.2. The second factor is the democratisation of brand control3. The third factor is the new 24/7 world of brandsTypically we are briefed on campaigns which have a shelf date – sell this, promote that. The fact is, brands need to be live far longer than campaigns, and we need to consider how our experiences can live on beyond the first impact. Our new skill set needs to think about the full consumer experience – not just the advertising experience. Digital has changed the game, brands need to be on all the time to sense, respond and react to opportunities – this is the new expectation. Brands are no longer the primary custodian of their communications. Content has been democratised such that the way you discover brands is shifting from a mostly brand led model to a more dynamic interchange between people and brands. The social media explosion, coupled with mobility and the increasing powers of search is allowing consumer generated brand experiences to gain a bigger audience then they ever have before. We need to move with this and include people in the communication of our brands.4. The fourth factor is an increase in consumer interest and willingness to participate and get involved with brands – we have a far more participatory culture than we have in previous erasThe original model of advertising is built on persuasion. Our role was to tell and convince people to buy our products, use our services, or shift their behaviours. But as people become more of a part of brands, as we get more personal in the way that we interact with them this model is just not cutting it. This is not how people want to engage with brands – and they are voting with their feet, taking the opportunity to participate. We need to behave in ways that earn their trust. We need to include and involve. We need to be generous and serve, rather than preach and sell.
Media habits differ widely by audience… 15-24yrs 55yrs+ 20% of total 13% of total Source: comScore, Oct 2012 (3-month average)
The targeting opportunities are wide and varied… • Would you use online to target consumers over 55 yrs? 200,000 users over 55yrs 167,000 users over 55yrs Research your target audience before activating campaigns Source: comScore, Oct 2012 (3-month average)
examples Newspapers and media companies have been particularly fast to move to responsive design, as it solves many of their problems of delivering content to multiple devices, without the need to update multiple sites or apps.
What do you hope to achieve from digital?• Digital is no different to any other business channel• It requires a fully fleshed out strategy just the same as opening a new office, territory or outlet• Start with objectives, to deterime goals, will inform your strategy and influence the tactics you use Ensure all stakeholders have clearly defined KPIs
Data is an engine for business success72% of companies have started to implement a ‘single customerview’, but… only 2% can currently integrate all of the data they can capture. 74% of customers would respond postively to companies who‘understand them’ by making peer recommendations, signing upfor additional marketing, making additional purchases or leaving a positive review on a website. Source: Experian