integrated media strategy - what is it?

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Media 2016: the integrated age

Graeme WrightStrategy Director, Havas People

@Grey101

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5 general points

• Media is global

• It’s integrated

• Be careful of innovation

• There needs to be a point

• The audience…

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It’s global

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It’s intergrated (no more digital media)

−Print, TV, Radio, Cinema, Out of home, Ambient, Digital Display, Direct Marketing,

Mobile and Native Advertising; Biddable media, Social Media (Paid/Content),

Programmatic/Real Time Bidding (RTB) and Search Engine Marketing (SEM).

−Its all Media

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Innovation is about making things

better

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What is the

point of

media?

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Increasingly the audience is the media

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A history of media

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Print age

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Job board age 2000-2009

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Lots of jobs

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Employer Branding takes off

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Search age 2009-2012

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LinkedIn age 2011-2014

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2015

• No dominant media type

• People have stopped saying ‘digital’

• Brand and long term candidate

engagement are major concerns

• Ever more candidates to connect with

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2015 – the age of infinite candidates

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‘Finding top talent will always be important, but eventually it will become so easy that except in specialised cases, there will be no reason to have it done by highly paid recruiters. This is partially because as the electronic presence of almost everyone in the world increases, the volume of information will become too large to sort through by highly paid professional direct sourcers. So instead, eventually employers will recruit internet web crawlers that will electronically search 24/7 for individuals who fit the desired candidate profile.’

Dr. John Sullivan

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Personalisation

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Personalisation to Contextualisation

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Personalisation to

Contextualisation

• Profile data

• Behaviours

• Historical data: What the

candidate did in the past.

• Situational data: What’s

happening with candidates

now.

Forrester

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People may get a message but it makes

little difference unless they care

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Create an environment where

meaningful connections can flourish

Meaningful connection = An emotion, a unique moment of Magic, created by a content-powered data driven interaction i.e. the new media

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Media has a central role in creating a

connection

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Emirates example

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Contextual and Integrated Media

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Media in the integrated age

• Media has an impact everywhere

• Content and media are working in harmony

• Contextualisation means people will embrace

media more as it will be less intrusive and more

relevant

• It’s more than just data

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