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The Non Path
- 2. Okay, not all of it
- 3. Big Money
- 4. $250 Billion
- 9. Old
- 10. New
- 11. Look back
- 21. Not New
- 22. Sell
- 23. Different
- 24. Purpose
- 25. Media
- 26. Purpose
- 27. Sell
- 28. How
- 29. Awareness
- 30. Brand
- 31. Need
- 32. Closing
- 33. Where to buy
- 34. Price
- 35. Promotion
- 36. Historically (okay, 50 years)
- 37. National
- 38. Television
- 39. Print - magazine
- 40. Local
- 41. Newspaper
- 42. Yellow Pages
- 43. Direct Mail
- 44. Radio
- 45. Mistake
- 46. Enamored
- 47. Display
- 48. Rich Media
- 49. Contextual
- 50. Social
- 51. Search
- 52. 4000 years
- 53. Communicating
- 54. Consumer
- 55. Funnel
- 57. 1 Spot
- 58. 2+ messages
- 59. Sticky
- 60. Understanding
- 61. Search
- 62. Display
- 63. Retarget
- 64. Sources
- 65. Profile
- 66. Test
- 72. 1 3 4 2 Consumer Media interactions Site Purchase
- 74. Free iPod Touch Get more out of your Internet… take your music with you Free Wii with triple play The family that plays together Stays together. On the go, social, single, has an apartment and loves her music. They’re an active family, enjoy being together, have family game nights. $150 gift card with triple play Making moving a bit easier. Quick & easy Cable, Internet and phone sign up. Plus, for those things on the other side that you’ll need to buy a … They retired. Now, they’re moving. Things should be easier. call 1-877-555-1234 Or
Editor's Notes
- But there are some things that we need to question.
- There is too much money in advertising for us not to continually question our approach.
- $250 Billion a year in the use.
- Should run
- Online, search has the single larges category spend at about $12B, with display running about 1/3 of that.
- Marketing dollars, and, more importantly
- consumers moved online
- However, the old has come with
- the new, in more than one way.
- Before we hit the 21st centery, we should go back a little… or a lot.
- Today’s outdoor billboards and sign are the current end product of
- Outdoor ads that started of 5000 – 6000 years ago 4000 BC – rock painting 3150 BC - Egypt Babylonia
- Online dating services are an extension of
- 17th century dating service advertising in the “ Collection for the Improvement of Husbandry and Trade” 1682 And Today
- Mailers, flyers and FSIs were pre-dated by
- Tradecards. The earliest forms of tradecards were found at the beginning of the 17th century in London. These were used as advertising and also as maps, directing the public to merchant's stores, as there was no formal street numbering system at the time.
- Social media is as old as language. Blogs are a natural progression point from…
- Speaker’s Corner in Hyde Park, London. But, I could argue that this goes back to the …
- … orators of ancient Greece, particularly the Attic Orators, who used less sophisticated speech which was comprehensible to the commoners. Isocrates
- So, why we advertise is not new, it is thousands of years old.
- We advertise to sell Something. Ideas, products, services, Candidates Positions From the ancient commercialism and polity, to the modern. It is the same.
- Though how we advertise has changed, it still resembles ancient forms. We can see that many of the old formats evolved, yet maintain very similar appearances.
- So, what is the purpose of advertising? We have to talk about the purpose of advertising even though this would seem to be very basic, it serves to get us on the right footing.
- By reminding ourselves of the purpose of advertising, we can better determine how media plays a role in it.
- The purpose is to
- Again, to sell Something. Ideas, products, services, Candidates Position
- How Does advertising sell. Remembering that we have multiple ways in which we use advertising, such as…
- First is simple awareness
- Aware of who we are and what we do, stand for – develop a relationship to the brand. Are we top end, or affordable. Luxury or efficient. Traditional or modern, etc, etc.
- Aware of something they are missing, acknowledge that they are lacking, or simply want something. It gets more in depth, but this is the basic footing. Beyond awareness is
- The closing. When consumers are ready to take action, advertising is used to help close the loop.
- We help them. Some times simple things. Locations like car dealers, online stores, catalogue, toll-free numbers.
- Or price and value
- And promotions, sales, give-a-ways- incentives… This is advertising at its most basic.
- Historically, we have divided advertising into National and Local
- National Media was for Awareness and Branding with…
- Mass broadcasting Creating awareness, brand building
- Brand & Image advertising. Things that have larger audience base
- While, locally, we focused on the close.
- Where to buy, coupons, sales, etc
- Yellow pages have been Directional & action oriented
- Direct mail is also action oriented
- Radio could mix more, but still tends to be focused locally.
- Our mistake is that we transitioned the pathos from off line / historical “truths” to new media and online
- Over the past 15 years we have been more focused on the media behind the communication. The cool stuff. We didn’t give real, deep thought as to where the consumer was, just what the technology could do. so…
- Display / banners are Branding. Animated, expanding, embedded app, and more have kept too many focused on the technical end and less on the marketing.
- Deep communications for awareness and branding
- Awareness by associating brand with relevant content.
- About building relationships… branding
- Search Is DM, because they show an interest…
- For 4000 years, one medium, or one spot on a medium, equaled one type of message. We couldn’t change the message easily, so we had to decide. Even a few hundred years ago, changing was difficult.
- But, after millennia of habits focused on the medium, we forgot that it is about communicating…
- And the consumer. We talk about them, but we frequently forget about them when we get wrapped up in how cool the media or technologies are.
- So, where is the consumer in the purchase funnel? In other words, what is the consumer’s intent, motivation?
- Starting with this, I mean really starting with this, can be a breakthrough. Typically, we start with campaigns that are branding, or promotional. Then we choose the message and slap it on the vehicle / media This limits our ability.
- For each placement, whether it is display, search, rich media, social…
- … have multiple potential messages.
- make it resonate with the consumer. Make it sticky.
- Motivations, reasons, for wanting your product or service. This determines what the message should be. Upper funnel awareness, brand or purchase behavior. This is key to deciding what message to display. Many times, the “knowledge” is more inferential than explicit. But 1 spot = 2+ messages.
- Controversy over Branded keywords is a cornerstone argument for this discussion. The “Brand” term can be very low in the funnel for many consumers. Should brands be more worried about messaging to upper funnel, non-branded words? Isn’t that the time to establish who you are? If a branded kw is entered, might a “closing” message be better? You need data.
- Display ads have been the de-facto brand ad… a carry over from early web advertising. In some cases, this is true..
- But what about retargeting. If someone is already expressed an interest in a particular product from your brand, one can argue that the brand has done its job. Now it is time to hit lower funnel points, attributes, buying points like promotions, locations, or wiping out other impediments to the purchase.
- Or based on the referring URLs, is there a profile of a purchaser versus an upper funnel shopper?
- Create profiles based on revisits, referal sites, Keyword search, site click paths to determine what the message should be.
- Then test Messages to gage target impact. Determine if the profiles are correct. At every media point, do not assume, based on that point alone, that you understand the consumer intent. Test it.
- This is the perspective from which we view media. It is not about the ad type, it is about the consumer and his or her intent. Understand that, and you have a much better chance of talking to them in a way the resonates.
- I may come across this on KBB. Because of where I am, you know that I am in the market for a car. But I have told you nothing about what interests me. The ad is very introductory.
- Then I visit another site. It is still very introductory. But, I click.
- I navigate the site, looking at the model G sedan. But I don’t bite.
- Knowing I have expressed an interest in the G Sedan, the next ads I see talks to me about reasons to buy now. These are mid to lower funnel ads designed to get me to take action beyond the click… to buy. Same ad type, different intent. I already expressed a direct interest in the car.
- The messaging after the first site visit should be very different from the messaging before.
- The more we can understand about the person, the better we can target our message. This is often said, but the messaging we choose tends to be static based on the media placement. With advanced decisioning tools, the media message can be catered to the person. 1 spot, many messages.
- To be sure the media is most efficient, the outbound message ties into the consumer experience. Instead of offering an iPod to a large family, perhaps providing a de-motivating influence (who gets it), offer a “family” targeted promotion.