Chris Ellis - Group Digital Marketing Manager, Belron
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Digital marketing is facing challenges as many clients question if they have over-invested in new media that does not work. While TV remains important for marketing effectiveness, TV is becoming more difficult and digital alternatives have not fully replaced it, leaving marketing staring into an abyss of uncertainty. Native content, content marketing, advanced TV, and mobile-first strategies are proposed as potential solutions.
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Chris Ellis - Group Digital Marketing Manager, Belron
- 1. Digital Marketing - are we staring into the Abyss?
- 5. Most digital marketing does not work
- 7. “Some clients are looking at whether they have over-invested in some new media alternatives.” Sir Martin Sorrell, CEO, WPP Reported in Marketing Week
- 8. Solutions? Native Content marketing TV becomes the format, not the device Mobile first Advanced TV
- 9. Marketing needs TV to be effective TV is becoming more difficult Digital is not filling the gap Ergo, we are in the …..
Editor's Notes
- I am going to present a point of view. You might disagree, you might have proof I am wrong, that’s great, I invite you all to have conversation. A little bit about me,
- A few weeks ago I listened to a presentation by Mark Evans, Marketing Director Direct Line Group. Great presentation, about the turnaround of the brand, how it rediscovered its purpose. Insurance is about “fixing things.” I am sure you have seen the series of executions featuring Winston Wolf. But the thing is this is a TV campaign. It works great on TV. And I am sure the website and user experience is fab. But this was at a digital marketing conference - and this my friends is not digital marketing.
- Traditional TV viewing is decreasing. More slowly than you might think More complicated than a simple decline Total media consumption is now higher than ever, so its the non traditional viewing that is increasing. And trying to understand exactly what that audience looks like is a headache. But the point is, this means the media is fragmenting.
- Just to be clear - talking about advertising. There are plenty of other digital process that works brilliantly. Customer experience - websites, ecommerce, customer service. Reduces friction, makes it easy for customers to do business. And of course search. But the the purpose of advertising is to affect consumer behaviour. Buy more, more more expensive, switch brands, buy for different purposes. And digital marketing rarely does that. I have plenty of proof from my own brands. We have done test after test of display & video. And talking to other senior marketers, almost all admit that for pure acquisition nothing beats TV
- I am always looking out for great case studies on digital marketing. When I saw this headline on Ad Exchanger I thought great - it a digital only launch of a new brand - the perfect combination to really prove the effectiveness of digital.
- It’s possible to do digital marketing but not really measure the result, so in effect digital gets away with it. If you don’t measure the effectiveness, then changing 10% of the budget to digital will not change the outcome But when you take away the support of TV - where will brand marketers hide? Even Martin Sorrell, who has spent the last 5 years buying up agencies in order to get a bigger piece of digital pie, is backtracking.
- There a lot of pitches by solution sellers that start with “ we know traditional advertising is not so effective any more” and end with “so brands are switching to…”
- Let me review my thesis