How marketing used to work...

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A brief history of traditional marketing, the impact of digital and a roadmap for the future. Part 1 of a series of three. Part two coming soon.

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How marketing used to work...

  1. 1. HOW MARKETINGUSED TO WORK....
  2. 2. It used to be so very easy (it wasn’t even that long ago)
  3. 3. The client chose which medium orcombination of mediums they wanted to communicate through...... T.V. PRINT OUTDOOR RADIO
  4. 4. The client chose which medium orcombination of mediums they wanted to communicate through...... T.V. PRINT OUTDOOR RADIO
  5. 5. The client chose which medium orcombination of mediums they wanted to communicate through...... T.V. PRINT OUTDOOR RADIO
  6. 6. generatedand then the... the marketing CLIENT STRATEGY
  7. 7. and gave itturned it into a to multiple BRIEF AGENCIES
  8. 8. PITCHES PITCHE Swho all sent in their.. PITC HES HES PITC
  9. 9. PITCHESand the client chose PITCHE Sthe pitch that was moston brief (and looked prettiest) PITC HES HES PITC
  10. 10. Finally... the campaign CREATIVEwas produced for thechosen mediums.(and everyone celebrated with a glass ofscotch, or so Madmen would have us believe) PRINT RADIO
  11. 11. And for 60 years thats the way it worked.
  12. 12. Why?
  13. 13. Because the mediums...T.V. PRINT OUTDOOR RADIO
  14. 14. Because the mediums... NEVER CHANGED(the same message pumped out to everyone through the same channels) T.V. PRINT OUTDOOR RADIO
  15. 15. This simplestructure... CLIENT
  16. 16. This simplestructure wasthe foundation ofthe marketingindustry... T.V. PRINT OUTDOOR RADIO CLIENT
  17. 17. This simplestructure wasthe foundation ofthe marketingindustry. The only STRATEGYchange was thestrategy.... T.V. PRINT OUTDOOR RADIO CLIENT
  18. 18. CREATIVEThis simple AGENCIESstructure wasthe foundation of BRIEFthe marketingindustry. The only STRATEGYchange was thestrategy and T.V. PRINT OUTDOOR RADIOcreativity in eachcampaign. CLIENT
  19. 19. So what the hell happened?
  20. 20. In a word....
  21. 21. DIGITAL
  22. 22. CREATIVEDigital slowly AGENCIESreplaced the fourcore pillars of the BRIEFmarketing industry... STRATEGY T.V. PRINT OUTDOOR RADIO CLIENT
  23. 23. CREATIVEDigital slowly AGENCIESreplaced the fourcore pillars of the BRIEFmarketing industry.Degrading the STRATEGYsolidity of thestructure... T.V. PRINT OUTDOOR RADIO CLIENT
  24. 24. CREAT IVEDigital slowly AGENC IE Sreplaced the fourcore pillars of the BRIEFmarketing industry.Degrading the STRATEGYsolidity of thestructure. Until the T.V. PRINT OUTDOOR RADIOentire process.. CLIENT
  25. 25. Digital slowlyreplaced the fourcore pillars of themarketing industry.Degrading thesolidity of thestructure. Until the AG EN CIEentire process, S IO D RAcollapsed upon itself. T.V. CR EAT IVE ST T R IN AT OUTDOOR PR EG
  26. 26. Digital slowly Leaving behind anreplaced the four industry without acore pillars of the solid spine.marketing industry.Degrading thesolidity of thestructure. Until the AG EN CIEentire process, S IO D RAcollapsed upon itself. T.V. CR EAT IVE ST T R IN AT OUTDOOR PR EG
  27. 27. So what to do when yourspine has been ripped out?
  28. 28. Build a new one, a better, faster, stonger spine! (just like the 6 million dollar man)
  29. 29. Beginning withclient and agencyexpertise... CLIENT + AGENCY CUSTOMER & BUSINESS EXPERTISE DIGITAL & STRATEGY EXPERTISE
  30. 30. Beginning withclient and agencyexpertise, together,formulating thestrategy... STRATEGY CLIENT + AGENCY CUSTOMER & BUSINESS EXPERTISE DIGITAL & STRATEGY EXPERTISE
  31. 31. Beginning withclient and agencyexpertise, together, DIGITAL MEDIA PLATFORMSformulating thestrategy. Identifyingdigital platforms... STRATEGY CLIENT + AGENCY CUSTOMER & BUSINESS EXPERTISE DIGITAL & STRATEGY EXPERTISE
  32. 32. CREATIVEBeginning withclient and agency BRIEFexpertise, together, DIGITAL MEDIA PLATFORMSformulating thestrategy. Identifyingdigital platforms STRATEGYwhich enable thebrief and creative. CLIENT + AGENCY CUSTOMER & BUSINESS EXPERTISE DIGITAL & STRATEGY EXPERTISE
  33. 33. Continued in part 2:HOW TO DEVELOPDIGITAL STRATEGY
  34. 34. Contact Ian Sorensen for more: isorensen@directbrand.ie twitter.com/itsorensen

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