Marketing Communications in a digital world
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The fundamentals of marketing & advertising will remain the same even in today's digital world. An overview of the fundamentals in a presentation made to MBA students in Bangalore.
Marketing Communications in a digital world
- 1. L a kshmip a thy Bh a t, VP-M a rketing Communic a tions, Robosoft Technologies MarketingCommunications inadigitalworld An overview of the fund a ment a ls @bh a tn a tur a lly [email protected]
- 2. Outline 1. Setting the context: the fundamentals 2. Traditional media: key characteristics of major platforms 3. New media: what’s di ff erent? What’s common? 4. Key takeaways Wh a t we will be discussing tod a y
- 3. 1. Setting the context: the fundamentals
- 4. Thecontext:chorusof‘everything haschangedinthedigitalworld’ argument. A function of the industry projecting a ny new technology or pl a tform a s the next big which will destroy a dvertising: the shiny new toy syndrome
- 6. We need a mobile app! Brief a developer. Why aren’t we on Instagram? We must post at least 5 tweets today What is our engagement score on Facebook? Usain Bolt just won! Can we create a topical Facebook post about our mosquito repellent brand? Youngsters are on Snapchat. Why aren’t we advertising there?
- 7. Butisnewadvertising, allthatnew? Sometimes it is good to b a ck to the b a sics
- 8. ~ Interbr a nd “A brand is the sum of all expressions by which an entity (person, organization, company, business unit, city, nation, etc.) intends to be recognized”.
- 9. ~ Seth Godin “A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”
- 10. ~ Jeff Bezos “Your brand is what other people say about you when you’re not in the room.”
- 11. ~ Unknown “A brand is a collection of thoughts and feelings in the mind of the consumer.”
- 12. Thoughts and feelings are driven by: product experience, communication experience, word-of-mouth.
- 13. So, branding is everybody’s job - not just marketing’s
- 14. Good advertising kills a bad product faster.
- 15. Brand vs branding: what’s the di ff erence?
- 16. Kotler & Keller, 2015 Branding is endowing products and services with the power of a brand.
- 17. Branding is the continuous process of giving a meaning to speci fi c organization, company, products or services by creating and shaping a brand in consumers’ minds.
- 20. Appeal to the basic human instincts - they have remained unchanged for eons and will not change.
- 21. “It is fashionable to talk about changing man. A communicator must be concerned with unchanging man, with his obsessive drive to survive, to be admired, to succeed, to love, to take care of his own’. -Bill Bernb a ch, a dvertising legend, founder- DDB Avis —>
- 22. Levy’s —>
- 24. ~ How a rd Goss a ge, a d m a n, 1950s “Nobody reads ads. People read what interests them. Sometimes it’s an ad.”
- 25. Extrapolate that to today’s context: watch a video, read a blog or social media post…
- 26. Find a way to say relevant things in a compelling way at the right time on the right platform.
- 27. Let’s go back in time to the early ‘80s Araldite—>
- 32. Cut to 2016. Mosquito billboard—>
- 34. There is no substitute for a deep understanding the consumer’s pain points & aspirations - which evolve constantly
- 35. A communication based on a true insight is likely to fi nd a stronger resonance.
- 36. An insight is a penetrating observation about consumer behaviour that can be applied to unlock growth’
- 37. Insight: An unspoken human truth that sheds new light on the problem you are trying to solve. - @markpollard
- 38. Insight: A girl’s con fi dence drops signi fi cantly during puberty.
- 40. It’s not just the championship athlete or record breaker that strives to push their own limits. Nike—>
- 42. In-between meal hunger makes us irritable and act out of character. You’re not you when you’re hungry.
- 48. BajajAvenger Feature A 200cc cruiser bike with an oil cooled engine Bene f it An exhilarating getaway in every ride Creative idea A ride so exhilarating that you pardon the wrong doings of people in your life Tag line Feel like God
- 49. Exploit a medium or platform to its advantage.
- 50. This advertisement (supposedly placed by Sir Ernest Shackleton to fi nd participants for his Nimrod Antarctic expedition in 1907)
- 53. Brand a ffi nity as key objective.Likeable ad = likeable brand. Think Pepsi, Coke.
- 54. Whatwehaveseenthusfar • Basic human instincts have not changed and will not change for eons - marketing & advertising have to tap those instincts • Find a way to say relevant things in a compelling way at the right time on the right platform • There is not substitute for deep understanding of the ever-changing consumer • A communication based on a true insight is likely to fi nd a stronger resonance. • Likeable advertising subliminally transfers positive feeling towards the brand Quick rec a p
- 55. 2. Key characteristics of traditional media
- 56. Print: a lean forward medium, high credibility, versatile - long copy, visual impact, word play, charm, target segmentation, topical ads…
- 65. Outdoor: reminder, fl eeting medium, short messages, visual, local impact (but can get global attention too)
- 69. Radio: relatively inexpensive to produce, quick turnaround times, local impact, audio and ‘e ff ects’ can create mood, emotions too: Link
- 70. Budweiser Real Men of Genius
- 71. Television: mass reach, memorability, repetition, a ffi nity —> preference
- 72. Television: audio-video impact to stir emotions: laughter, fear, tears…
- 76. What has changed in the new media world?
- 78. 1. Media clutter has increased and consumer has the power to ignore brand communications
- 81. 2. Everything and everyone is under the microscope and up for criticism
- 83. 3. Breaking clutter will get more di ffi cult. Your work is competing for attention not just from your competitor’s ad.
- 85. An aware, cynical consumer will not believe all that a brand says.
- 86. 4. Be of some value. Actions, not just ads.
- 87. The value - utility, entertainment, expertise or anything else depends on brand personality, objectives
- 94. 5. Give something to your audience, without expecting anything in return.
- 95. In 1900, there were fewer than 3,000 cars on the roads of France. To increase the demand for cars and, accordingly, car tyres, car tyre manufacturers and brothers Édouard and André Michelin published a guide for French motorists in 1900, the Michelin Guide. ~ Wikipedia Content m a rketing is not new a fter a ll
- 97. 6. Beyond brand a ffi nity… brand advocacy: get people to talk about your product or communication positively: 'share worthy’
- 99. 7. Technology and new platforms. Same principles - using the strengths of a platform
- 100. Whatwehaveseenthusfar • Brand Actions - can’t just stop at a claim • Give more than you ask for • The consumer has more ways to ignore your message • You will be judged and criticised more than ever before • Don’t add to the noise • Your best customers can be your advocates Ch a r a cteristics of new medi a
- 101. What’scommontotraditionaladvertising&‘new’advertising? 1. A product which meets a genuine consumer need: immunity boosting ice cream, anyone? 2. A communication idea which is based on human insight 3. Exploiting the medium to its advantage 4. A strong link between the message and the product 5. Meeting a business need or objective 6. Entertaining, engaging content The fund a ment a ls a re the s a me
- 104. Pilkington
- 108. Keytakeaways • The fundamentals of marketing communications will remain the same - even in the days of hashtags and Instagram stories • Appealing to the human instincts to be loved, recognised, take care of self & dear ones will continue to appeal • Communication based on universal insights will be more relatable • Use the platform & medium to your advantage • Above all, creativity is still the best edge for a brand against competition Summ a tion