Part Three: Traditional Campaigns
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This document discusses how traditional advertising campaigns have evolved due to changes in frequency, reach, and message delivery. It notes that the key aspects of any campaign are how often an ad is seen (frequency), the size of the targeted audience (reach), and the main idea the viewer takes away (message). However, modern consumers expect ads to be relevant and engaging rather than interruptive. As a result, content marketing and experience marketing have grown in popularity as they provide value to the consumer in a native context. Successful campaigns now consider the message, medium, and how the audience can interact with the content.
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Content Marketing - context over interest!
This document discusses how contextual targeting can help brands reach their audience more effectively. It explains that contextual targeting considers the context of the user's environment, like what they are reading or their location, to deliver relevant ads. This matches the user's interests and state of mind better than other targeting methods. The document provides examples showing how contextual targeting can increase user engagement, create a more positive brand experience, and improve marketing campaign performance metrics. It argues that contextual targeting is an important part of an effective branding solution.
Similar to Part Three: Traditional Campaigns (20)
LAFS Marketing and Monetization Lecture 6: Advertising and Publicity
LAFS Marketing and Monetization Lecture 6: Advertising and Publicity
White paper optimise your marketing mix By Allen Mukwenha
White paper optimise your marketing mix By Allen Mukwenha
Part Three: Traditional Campaigns
- 1. How Traditional Campaigns Have Changed
- 2. FREQUENCY
- 3. REACH
- 4. MESSAGE
- 5. MESSAGE REACH FREQUENCYNUMBER OF TIMES THE AD IS SEEN PLACED IN FRONT OF A TARGETED AUDIENCE THE SINGLE IDEA THE VIEWER IS LEFT WITH You gotta win two outta three.
- 7. Apple 1984 Super Bowl commercial
- 11. Viral content
- 13. VALUE EXCHANGE If I’m going to spend time with your brand, then there better be a payoff for me. Frequency
- 14. Touch an emotion or give me a useful tool.
- 15. Reach CONTEXT If you haven’t considered the channel where you’re serving me your ad, you run the risk of disappointing me. (anti-branding)
- 16. Can I watch it on my phone?
- 17. Can I interact with it (print/billboards/direct mail) using my phone?
- 18. Message ENGAGEMENT If your content isn’t relevant to me, why should I pay attention?
- 19. “People don’t read ads. They read what interests them. And sometimes it’s an ad.” - Howard Gossage
- 20. This is why Content Marketing is gobbling up more marketing budgets. High-value content (value exchange) in a native environment (context) is more relevant (or engaging).
- 21. It’s why Experience Marketing is growing so fast. Digital and real-world experiences that are easily shared are more trustworthy, creating deeper engagement.
- 22. Frequency Reach Message What this means to you.
- 24. @JohnstonMike 4MikeJohnston COMING SOON How Digital Marketing Changed Advertising Strategies Part Four: Integrated Campaigns