Technology has evolved, changing communication. What does that mean for your business? Branding and communication is undergoing a transformation in today’s marketing environment. Communication has changed because technology has evolved. People have shifted how they want to engage with each other and also how they want to receive brand communication. Brands need to understand that they are no longer talking to consumers, they’ve got to have a conversation with consumers. The old business model of pushing messages and products to consumers is essentially a thing of the past. People these days are switched on 24/7
They don’t just want to be interrupted with messaging, they want to be inspired by brands and drawn to brands. Any marketer who wants to be successful in today’s market place must have an understanding of digital branding and digital communication. Digital is part of the everyday role of what you do within the Communications industry, it no longer sits on the side, it’s no longer this add value. It changes how we need to communicate with our audiences in order to get their attention and engage them.
But whether you’re creative, you want to be a planner, or you want to work in client management, digital is part of the everyday role of what you do within the Communications industry.
The course introduces the paid owned and earned media framework but we really focus on owned and earned media.
Specifically we’ll take a look at consumer change and the fact that because people have changed, it really has shifted how we communicate with our audiences. Students will have a broad understanding of the digital marketing landscape… They’ll also have the opportunity to manage a digital brand and what they’ll get to experience are the challenges of driving engagement among their fellow course participants.
We look at how content decisions create value for a brand, how we can distribute this content across owned media assets to earn the attention of our audiences.
During the whole course you will learn about: - The inter-relationship between paid, owned and earned media. - Consumer change and how it is altering brand communications. - Content marketing and how owned content can be distributed across company owned digital media assets. - The value of earned media which interests your audience.
This course is about engagement in the digital space. Creating engagement requires an understanding of paid, owned and earned media, and the inter-relationship between these elements.
The complexities of paid media are not the focus of this course. Paid media refers to media property that is owned by a third-party. A brand pays for access to that media channel. Paid media channels in the digital space can include; paid search, mobile advertisements, and social media advertisements (for example on Facebook, Pinterest and Twitter). That being said, we are introducing you to the paid, owned and earned media framework.
The focus of our course is on owned and earned media, but it would be remiss to not explain the framework, and the inter-relationship of all elements.
- Paid media tends to be the traditional media infantry that we would normally buy for a client. So this would include things television air time. So the spots within commercial breaks, outdoor sites, newspaper print advertising, things of that nature. - Owned media tends to be media access the client already has. So it could include things like their client website, their distribution chain, packaging, arrangements they make at retailers for shelf space, things of that nature. - And then earned media is media where the consumer has remarketed our ideas as part of the campaign. So it's usually social media. It's usually some form of interaction on a peer-to-peer basis that we try to harness and solicit throughout the campaign process.
A captive audience is one where a message is created and channeled to consumers who passively receive content.
The notion of captive audiences is one that lives in the past, even in the online environment.
If fact, there is a growing acknowledgement that marketing has changed more in the past one to two years, than it has in more than half a century before.
So let’s summarize those changes:
So what are some of the specific changes that we are seeing?
We are seeing rising scepticism, avoidance of communication, declining attention and escalating multitasking.
With increased fragmentation and so many options for entertainment, where do we communicate with consumers?
There is increased clutter and there is information overload both in the digital and non-digital space.
There is rising expectations of 24/7 attention.
There is multi-screen use where, at any one point in time, people can be simultaneously consuming content about a brand.
Some of the trends include: that people are looking for more immersive experiences; that brands are having to learn to speak visually; and that consumers are increasingly more impatient and and more mobile.
Each of these trends has an impact on how brands need to communicate in the future, and exemplify the change that people are undergoing as technology intersects with human behaviour.
The consumer of today is a very different creature from the consumer of fifty years ago. The development of the Internet, the creation of the social network, and the birth of new media have changed everything, from the way we communicate to the way we entertain ourselves straight down to the way we think. As a result, marketing tactics which may once have worked are now completely irrelevant, and organizations which take a traditional approach to customer relations are very likely to find themselves in the dust of their competitors.
In other words, the game has changed. The world of marketing has evolved alongside new media, and what has resulted is a system which would have been completely unrecognizable – and, perhaps, wholly absurd – to a marketing professional just a few short decades ago. Just as new media has changed the consumer, it’s also changed the professional – and the way those professionals communicate.
Today’s marketer may have to deal with an overwhelming torrent of information, but coupled with this they’ve also got a powerful new toolkit to work with. New forms of content provide a powerful new avenue of communication with the end user, while a host of new metrics, measurement tools, and management platforms help provide a framework in which advertising information can be analyzed.
Further, there’s the matter of the shift towards mobile – something which a marketer ignores only at their own peril. Advertising has undergone a shift towards a more mobile, visual vein: it’s up to you to utilize the new tools that come with this shift to the best of your abilities. Keep on top of them, as well – things are changing so rapidly now that unless you continually study and upgrade your set of tools, you’ll find yourself getting lost.
One of the biggest changes brought about by new media is that it enables everyone – from the small business owner to the corporate executive to the convenience store clerk – to make themselves heard. Anyone can become a powerful force of influence, and everyone has a voice. This has completely changed how people view marketing.
We are no longer passive consumers. We expect immediate responses to our queries, quick gratification to our desires, and advertising campaigns that don’t treat us as walking wallets. We expect to be respected rather than treated as sales leads. Oh, and our attention spans have gotten shorter. What was I talking about again?
One of the most powerful things about new media – social media in particular – is that it allows an organization to establish a direct discourse with its customers. This is an extremely powerful tool, one which should not be taken for granted. Just as people have moved from passive consumers to active customers, the dynamic of the consumer-business relationship has changed from one of passive monologues to an active, two-way discussion. If your brand has yet to reform its behavior to fit with this new dynamic, you’d best look into making it happen soon.
Otherwise, people might just take their business to your more personable competitors. And speaking of competition…
Remember how I said everyone has a voice in social media? That includes business professionals, from small, mid-level, and large organizations alike. More and more organizations are discovering the merits of social media and moving in to take a piece of the pie. What this means for you is that you’re going to have more competition – and don’t make the mistake of thinking that the consumer isn’t aware of this.
For every gaffe you make, that’s at least a few people who might abandon your brand and start looking elsewhere. They’ll have a lot to choose from, so watch your step.
Back in the old days of marketing broad, far-reaching advertisements were fairly common. Though the marketing division order to reach the widest consumer base possible. There was no way of knowing, beyond active research, whether or not a particular group of consumers fit into your demographic. The impersonal nature of older advertising mediums necessitated such an approach. Social media suffers from no such pitfall – consumers make available vast stores of information about their interests and demographic, allowing organizations to tailor their messages far more readily than was possible before.
Within the people-focused arena of social media, marketing campaigns have become far more niche, zeroing in on consumers with laser precision.
Let’s be honest – you can do a lot more with an online, new-media marketing campaign than you ever could in a traditional advertising medium. Social networks provide a low-cost advertising platform which, if used correctly, can get the word out far, far more effectively than any other form of marketing. While there are still a few “dos” and “don’ts” to online advertising – and a few tactics which simply will not work – marketers as a general rule have far more freedom now than they ever did before.
All that power and freedom does come at a cost, however – running a social campaign is an extremely demanding, time-consuming task, which demands the highest level of creativity and hours upon hours of your time. It’s not really something for the faint of heart: if you’re not prepared to work hard, put your best foot forward, and remain connected on a near 24/7 basis, social marketing might not be for you.
It’s the same deal with all new media – a piece of content isn’t going to go viral unless it catches the eye of your target demographic. In order for it to do that, creativity is key – coupled with a good sense of humor.
Let’s be honest – new media has taken the traditional sales funnel, chewed it up, then spat what was left out into the sun. The Internet has completely broken the sales funnel beyond repair. The standard, linear path which purchases (theoretically) used to follow has instead been replaced by a vast, complex, interconnected web of interest, desire, clickthroughs, brand awareness and user engagement. The only question remaining is whether or not the model was ever really relevant to begin with.
Advertising today isn’t just about one-off TV spots and attention-grabbing radio advertisements. It’s about grabbing the user’s attention, then holding it. In what could very well be termed the culture of distraction, this is no easy task. The process of marketing has hence transformed from one of ideas into one of experiences. You’re not trying to vomit out your brand concept and sales pitch in one fell swoop – instead, you’re trying to cultivate a relationship with the customer, then foster a positive reputation with them so that they’ll be likelier to buy from you in the future.
With all that we’ve covered here today, you probably won’t be surprised to hear that advertising should no longer be a task left solely to the marketing division. Instead, to pull off a successful advertising campaign is a company-wide effort. In order to accommodate the new technologies that go hand-in-hand with new media, an organization needs to reshape its entire infrastructure, and rethink the way it operates.
Many airlines are now creating in-flight safety videos that are also used as a means of enticing consumers to their brand.
There are some examples on this website but you may also know of videos developed by your own national airlines.
Which video do you think is the most effective?
Post a link to the video and give reasons for your choice in the Discussions area below.
Digital Consumer, Lesson 1 of Bahcesehir University Digital Marketing Class
Graduate School of Social Sciences
Fall Semester, 2016
Lecturer: M. Yalçın Parmaksız
Digital Marketing Class
Paid, Owned, Earned Media
This course is about engagement in the digital space.
Creating engagement requires an understanding of paid, owned and
earned media, and the inter-relationship between these elements.
The complexities of paid media are not the focus of this course.
Paid media refers to media property that is owned by a third-party.A
brand pays for access to that media channel. Paid media channels in the
digital space can include; paid search, mobile advertisements, and social
media advertisements (for example on Facebook, Pinterest and Twitter).
That being said, we are introducing you to the paid, owned and earned
The focus of our course is on owned and earned media, but it would be
remiss to not explain the framework, and the inter-relationship of all
Paid, Owned, Earned Media
- Paid media tends to be the traditional media infantry
that we would normally buy for a client. So this would
include things television air time. So the spots within
commercial breaks, outdoor sites, newspaper print
advertising, things of that nature.
- Owned media tends to be media access the client
already has. So it could include things like their client
website, their distribution chain, packaging,
arrangements they make at retailers for shelf space,
things of that nature.
- And then earned media is media where the
consumer has remarketed our ideas as part of the
campaign. So it's usually social media. It's usually some
form of interaction on a peer-to-peer basis that we
try to harness and solicit throughout the campaign
Paid, Owned & Earned Campaigns
Every successful campaign these days should include a paid, owned and earned
It's probably the ratio between those different dynamics that changes from campaign
And there's lots of different parameters that will affect that ratio.
A good example that I could think of from movie distributor.
Example-Paid Media > Film Distributor
Let’s say that a movie company will release its expected blockbuster
movie called “Super Digital Marketer 3” in Turkey.
As a paid media the company advertise on outdoors,TV, newspapers
and of course on a movie site (Beyazperde.com) with different ad
formats in order to reach general consumers.
Example-Owned Media > Film Distributor
The same distributor can also reach to a targeted audience not general
consumers by updating its web site, putting newest trailers and pictures of the
movie to its’s web site and social channels, and send newsletters to cinemas
and its’s database.
Example-Earned Media > Film Distributor
Thanks to those efforts, "Super Digital Marketer 3” movie might get positive reviews
from Facebook users, get retweets from twitter users, movie bloggers might reach at
opinion leaders and inform their followers about that movie on their blogs.
So you reach to a wide range of consumers/moviegoers thanks to earned media.