New Realities

David Phillips

Our AimUnderstand what is happening to

the media and marketingCreate a capability for all client

teams to bid for a minimum 25% fee uplift.

Develop capability to get paid for research, advice and proposals

Look for value added from every form of communication

In principle

1. More of the same1. We have to show that PR worked, 2. Was value for money, 3. Not AVE’s, 4. Use studies to show behaviour change

2. Compelling reason to swap budgets1. Show an offering better than

advertising, Dr Mail, Exhibitions, Print etc.

2. Demonstrate capability3. Show outcome uplift

More of the sameQuick audit to show effects

◦Use our on/offline audit template◦Train in use

Access studies that show how effective PR was

Use our own evaluationShow value for money/ROI

Compelling reason to find more PR budgetOld Marketing ‘don’t work

anymore’We have books & papers about

using multiple mediaMedia Clarity (fun focus groups)Opportunity and threat

◦First mover advantage – and be seen at top of game

◦Left behind with the losers

Fun things clients can do with PRPlatforms

◦Laptops, iPads, Smart Phones, Kindle, Kinect, Flat screen, Touch screen, Near Field.

Channels◦Now have to strategically hook-up

press, Twitter, Facebook, YouTube plus, tactically, others

Did Your PR work?

Do you measure real consumer behaviour:

• Using the same model as the Bank of England:

http://bit.ly/oymJtw http://bit.ly/r5VOji

Did the client get the buzz?

http://socialmention.com/search?q=Cuisinart&t=all&btnG=Search

http://www.google.com/intl/en_uk/analytics/index.html

Online Visibility?

Value for Money/ROI

The new marketingThe internet and its related e-technologies have to a large extent upset the asymmetry of information that for so many years worked in favour of brand managers. Consumers are now empowered to interact with brands and other consumers but also to create their own content on user generated content sites leading to a more participative approach to branding. Internet brands adopt a more relaxed stance on brand management, which involves the consumer in fundamental stages of the brand building process. In this context, the brand manager is no longer a `guardian' of the brand but becomes more of a brand `host'. The question is to what extent can traditional companies follow suit? Are they comfortable to cede control to consumers? Do we need a new theory of branding in an e-space?George ChristodoulidesMarketing Theory, March 2009; vol. 9, 1: pp. 141-144

The importance of developing an effective e-marketing strategy is indicated by Michael Porter (2001) who has said:‘The key question is not whether to deploy Internet technology – companies have no choice if they want to stay competitive – but how to deploy it.’An e-marketing strategy is needed to provide consistent direction for an organisation’s e-marketing activities that integrates with its other marketing activities and supports the overall objectives of the business.Dave Chaffey

Traditional media is changing

Newspapers loosing

Readers

Fraser Nelson the editor

of The Spectator (and ex-

political columnist for

the News of the

World) wrote about how

British newspapers are

hemorrhaging readers

and influence.

http://bit.ly/o13sP6

Sundays’ in Trouble May 2007 the total circulation of Sunday newspapers was 12.5m; by May this year it had fallen 22% to 9.7m, according to the Audit Bureau of Circulations.

Celeb Pubs knocked

Second half of last year the average net circulation for Hello! was 527,000 per issue and that for OK! 487,000 from previous levels as high as 800,000 and 600,000 respectively.

Consumer Mags Continue

Decline2010 UK market for print consumer

magazines was still in decline

overall. Overall, the UK's top 100

purchased magazine titles had an

average per-issue total circulation of

28,844,482 - which was a 4.1 per

cent decline year on year. 

Magazine Format Gets FingerThe magazine format has its own problems among consumers. While digital

downloads may be down, compared to the print equivalent they “roughly

correlate their performance on the newsstand.” Based on the numbers, the decline may not be a lack of interest in the iPad as a digital print platform but rather a general disinterest in magazines.

Guardian reports B2B mags in troubleBen Dowell at the Guardian

 reports that there were

4,733 UK B2B titles being

published in October 2010,

compared to 5,108 five

years earlier.

The IMRG/Capgemini e-Retail sales index for May revealed that £5.3

billion was spent online during May, a rise of 18 per cent

compared to the same time in 2010.

“Overall, since January the index has grown 18 per cent

year-on-year, which is in line with our forecast for 2011."

Marketing is Changing

According Experian

Hitwise, over 92 percent

of the UK’s internet

search was done via

Google in June, 2011. It

is the best performance

by the company in the UK

market so far.

Read More:

 http://www.itproportal.com/2011/07/

13/uk-web-users-googled-the-most-i

n-june/#ixzz1SjHkHRva

In the UK, the online and internet sector overtook TV advertising in terms of advertising expenditure for the first time during 2009. As a result, the UK market for online and internet advertising is now worth more than GBP4bn per year.  http://www.just-food.com/management-briefing/social-media-influence-on-business-and-driver-of-online-advertising_id115809.aspx

Over 70% of B2B buyers use a search engine at the start of

their buying process and 75% B2B prospects click on organic

results.

Stephen Powers explains in his Forrester paper The Seven C’s of

Web Content Management that:

Consumers no longer interact with companies through siloed

channels. Instead, they expect to visit a company’s traditional

website one day, use the email channel the next, and use a mobile

application on the third. http://bit.ly/otrwGc

100 Retailers bit the dust this year.Oddbins, Moben, Dolphin, Focus DIY, Habitat and Jane Norman. Invest or fail.

New platforms New ChannelsMove from PC to Smart Mobile

New Media Consumption

Overall, smartphones are used across a much wider range of situations than tablets, which are reserved largely for use in the home, the data suggests.

connected devices - situation usage:- Watching TV: 70% among tablet users / 35% among eReader / 68% among Smartphone users- Lying in bed: 57% / 61% / 51%- With Friends/Family: 44% / 17% / 58%- Waiting for something: 42% / 32% / 59%- In the bathroom: 25% / 17% / 28%- Attending a meeting/class: 24% / 10% / 23%- Shopping/Running Errands: 21% / 9% / 59%- Commuting: 20% / 11% / 47%- Other: 35% / 39% / 50% 

New approaches to marketing communicationsMulti-touch point (10+) marketing

(Goog research) Multi mediaMulti DeviceIntegrated communicationAlways on networksResponsiveExcitingStill based on research...

We can do behavioural change benchmarking targets and evaluation

We can research to find channels

With knowledge of current media

What is NowNew Communication

◦ Google+◦ Augmented Reality◦ Skype in Facebook◦ Smart phone Apps◦ Virtual exhibitions and

environments◦ Kinect & Avatars◦ Smart Phone face

recognition◦ RIDF tracking◦ QR & Bar Codes◦ Screen Touch◦ Bump and Near Field

Integrates with◦ Traditional Press,

Radio & TV◦ Old social media

Blogs Twitter Wiki’s Facebook Etc

◦ Exhibitions◦ Direct Mail◦ eMail Marketing◦ Events◦ Experiential

Some you can look at in application

QR Codes http://www.youtube.com/watch?v=7OCyf

V_k2_g http://www.youtube.com/watch?v=ZYDb

FTai0iE http://www.youtube.com/watch?v=h5mE

EFyQaYk

Augmented Reality http://news.bbc.co.uk/1/hi/programmes/c

lick_online/9522052.stm How Lynnx used it http://mashable.com/2011/03/17/unileve

rs-angels-ar/

Screen touch techologies http://www.youtube.com/watch?v=6Cf7IL

_eZ38 

http://www.youtube.com/watch?v=nRrqIUKNcqc

http://www.microsoft.com/surface/en/us/default.aspx

How Nescafe use this technology  http://

www.youtube.com/watch?v=htu8BfiDN2U

RFID How it works http://www.corerfid.com/technology/RFIDtechnology

/technologyRFID_fundamentals.aspx http://www.youtube.com/watch?v=jaHfVAbQJgY&fea

ture=player_embedded#at=98 Applications http://www.youtube.com/watch?v=zSMnmOgvkvs http://www.youtube.com/watch?v=gon3lGm952I http://www.youtube.com/watch?v=qjRE-2VarO4 Kia? http://www.youtube.com/watch?v=cPl4T8Zl9KM http://www.youtube.com/watch?v=TU9kEkL7WL4 http://www.youtube.com/user/theZommVideo?v=yc

d_kAAtA3E&feature=pyv&ad=12225943305&kw=phone

Bump/NFC http://www.youtube.com/watch?v=zw-uNTxn1Xc http://www.readwriteweb.com/mobile/2011/06/nfc-2

011-launch-driver-friendly-mobile-apps-using-your-car-keys.php

http://www.outputmagazine.com/wide-format-print/intelligence/trends/nfc-technology-on-posters-to-come-of-age-in-2011-says-jcdecaux/

http://www.youtube.com/watch?v=B4GKagRsG60 Mobile payments http://www.engadget.com/2011/06/16/uk-mobile-co

mpanies-take-aim-at-google-wallet-want-in-on-the-nf/

http://www.youtube.com/watch?v=TEx1pc-LsjA Kinect and avatars http://www.youtube.com/watch?v=eBTredGLI4c http://www.youtube.com/watch?v=PaCBTYc6XJ8

Getting left behindFirst mover advantage for agency

and ClientsService offering to client teams

◦What is packaged and what is awareness

◦How to be creative◦How to present to clients

There will never be another chance – only me-to.

The big bucks are at Board level

We have some big seminars for top people◦Issues and crisis management ◦Change management in times of

transparency◦Looking for growth in a sluggish

economy◦The New Marketing

Is this something you should be selling too?

Winners and Losers

Spin or engagement

Do we now haveBetter understand what is happening

to the media and marketingBasis to create a capability for all

client teams to bid for a minimum 25% fee uplift.

Ability to develop capability to get paid for research, advice and proposals

Opportunity to look for value added from every form of communication

Great!!!!

David PhillipsJuly 2011