Beyond reach and awareness: How the social nature of the web is reshaping the role of brand communication
RELEVANCYREACH ACTION! ATTENTION Scott Gray | Quirk @thescott
Organisations with little digital experienceask me what the role of digital is.Thats the wrong question. The questionshould be "how should our organisationoperate in the 21st Century?”Phil Dearsonphildearson.com/what-is-digital
“TRADITIONAL” MARKETING UNI-DIRECTIONAL BRAND PEOPLE
“TRADITIONAL” MARKETING “MODERN-DAY” MARKETING UNI-DIRECTIONAL OMNI DIRECTIONAL BRAND PEOPLE BRAND PEOPLE PEOPLE PEOPLE
With increasingly complex networks forming around us,greater access to communities of “people like me” is areality…
THEN (and now)The very notion ofmainstream is being EVERYONE EVERYONE ELSEchallenged as people’sinterests start to fragmentand move down the long tail SOON FRAGMENTATION EVERYONE ELSE
AKA “I’m cool with interrupting a few million folk while they sleep through my boring ad”Where a singular message frombrand to audience used to yieldacceptable results, SOONthe fragmentation of“mainstream” is a challenge interms of being relevant (and to FRAGMENTATIONas many people as before)
“Create relevance, not awareness” STEVE JOBSTo achieve effective reach, brands need toidentify relevant interest groups and tailortheir communications (and channels) to suit- silo approach.
To achieve effective reach, brands need toidentify relevant interest groups and tailortheir communications (and channels) to suit RELEVANCE- silo approach.
An action (buy, share, create, sms) is what moves the brand closer to its objectives ACTION!
Deﬁning CLEAR andACTIONABLE objectives isan important ﬁrst step.
Email FB Ads YouTube Banners Pre-rollsNext, develop asimple user EARNED MEDIAjourney fromstart to end (theend being the FACEBOOKdesired action). Download Pay with Complete Sign-Up Free track a Tweet details tab
Basic digital marketingpractices still (and always) AWAREapply: CONSIDERING• Analysis of data• Ongoing conversion HIGH INTEREST optimisation (iteration NITTY GRITTY and testing) BUY!
“A brand is the sum of a product’s attributes, its history, its reputation, and the way it’s Finally, the value of a advertised”brand is held in the mind David Ogilvy of the consumer.
Brands exist in the mind of people. A positive perception is critical. EQUITY
Measuring sentiment of the conversation is avaluable indicator of success:1. Are people talking about us?2. Is what we’re saying being well received?
RELEVANCE REACH ATTENTION ACTION! Identify relevant Maximise reach Develop Spark action that interest / cultural within each group communication that links to thegroups and tailor their through PAID / engages people objectives of thecommunications (and channels) that align OWNED / EARNED communication. with them and brand channels. (shared values). Is our creative / How far and wide is Did ourchannel selection Are we getting the our message communication aligned with our attention we need? spreading? spark action? audience? EQUITY Brands exist in the mind of people. A positive perception is critical. Did our communication impact positively on the brand’s reputation?