part three: traditional campaigns

How Traditional Campaigns Have Changed

FREQUENCY

REACH

MESSAGE

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.

Frequency  

Reach  

Message  

Apple 1984 Super Bowl commercial

Frequency  

Reach  

Message  

Bad local commercials

Frequency  

Reach  

Message

Viral content

*2014 Razorfish Report

VALUE EXCHANGEIf I’m going to spend time with your brand, then there better be a payoff for me.

Frequency  

Touch an emotion or give me a useful tool.

Reach  

CONTEXTIf you haven’t considered the channel where you’re serving me your ad, you run the risk of disappointing me.

(anti-branding)

Can I watch it on my phone?

Can I interact with it (print/billboards/direct mail) using my phone?

Message  

ENGAGEMENTIf your content isn’t relevant to me, why should I pay attention?

“People don’t read ads. They read what interests them. And sometimes it’s an ad.”

-  Howard Gossage

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).

It’s why Experience Marketing is growing so fast. Digital and real-world experiences that are easily shared are more trustworthy, creating deeper engagement.

Frequency  

Reach  

Message

What this means to you.

*2014 Razorfish Report

@JohnstonMike4MikeJohnston

COMING SOON

How Digital Marketing Changed Advertising StrategiesPart Four: Integrated Campaigns