part three: traditional campaigns
TRANSCRIPT
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How Traditional Campaigns Have Changed
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FREQUENCY
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REACH
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MESSAGE
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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.
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Frequency
Reach
Message
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Apple 1984 Super Bowl commercial
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Frequency
Reach
Message
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Bad local commercials
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Frequency
Reach
Message
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Viral content
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*2014 Razorfish Report
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VALUE EXCHANGEIf I’m going to spend time with your brand, then there better be a payoff for me.
Frequency
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Touch an emotion or give me a useful tool.
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Reach
CONTEXTIf you haven’t considered the channel where you’re serving me your ad, you run the risk of disappointing me.
(anti-branding)
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Can I watch it on my phone?
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Can I interact with it (print/billboards/direct mail) using my phone?
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Message
ENGAGEMENTIf your content isn’t relevant to me, why should I pay attention?
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“People don’t read ads. They read what interests them. And sometimes it’s an ad.”
- Howard Gossage
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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).
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It’s why Experience Marketing is growing so fast. Digital and real-world experiences that are easily shared are more trustworthy, creating deeper engagement.
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Frequency
Reach
Message
What this means to you.
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*2014 Razorfish Report
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@JohnstonMike4MikeJohnston
COMING SOON
How Digital Marketing Changed Advertising StrategiesPart Four: Integrated Campaigns