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How marketing used to work...

Ian Sorensen
Ian Sorensen

A brief history of traditional marketing, the impact of digital and a roadmap for the future. Part 1 of a series of three. Part two coming soon.

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HOW MARKETING USED TO WORK....
It used to be so very easy (it wasnt even that long ago)
The client chose which medium or combination of mediums they wanted to communicate through...... T.V. PRINT OUTDOOR RADIO
The client chose which medium or combination of mediums they wanted to communicate through...... T.V. PRINT OUTDOOR RADIO
The client chose which medium or combination of mediums they wanted to communicate through...... T.V. PRINT OUTDOOR RADIO
generated and then the... the marketing CLIENT STRATEGY
and gave it turned it into a to multiple BRIEF AGENCIES
PITCHES PITCHE S who all sent in their.. PITC HES HES PITC
PITCHES and the client chose PITCHE S the pitch that was most on brief (and looked prettiest) PITC HES HES PITC
Finally... the campaign CREATIVE was produced for the chosen mediums. (and everyone celebrated with a glass of scotch, or so Madmen would have us believe) PRINT RADIO
And for 60 years thats the way it worked.
Why?
Because the mediums... T.V. PRINT OUTDOOR RADIO
Because the mediums... NEVER CHANGED (the same message pumped out to everyone through the same channels) T.V. PRINT OUTDOOR RADIO
This simple structure... CLIENT
This simple structure was the foundation of the marketing industry... T.V. PRINT OUTDOOR RADIO CLIENT
This simple structure was the foundation of the marketing industry. The only STRATEGY change was the strategy.... T.V. PRINT OUTDOOR RADIO CLIENT
CREATIVE This simple AGENCIES structure was the foundation of BRIEF the marketing industry. The only STRATEGY change was the strategy and T.V. PRINT OUTDOOR RADIO creativity in each campaign. CLIENT
So what the hell happened?
In a word....
DIGITAL
CREATIVE Digital slowly AGENCIES replaced the four core pillars of the BRIEF marketing industry... STRATEGY T.V. PRINT OUTDOOR RADIO CLIENT
CREATIVE Digital slowly AGENCIES replaced the four core pillars of the BRIEF marketing industry. Degrading the STRATEGY solidity of the structure... T.V. PRINT OUTDOOR RADIO CLIENT
CREAT IVE Digital slowly AGENC IE S replaced the four core pillars of the BRIEF marketing industry. Degrading the STRATEGY solidity of the structure. Until the T.V. PRINT OUTDOOR RADIO entire process.. CLIENT
Digital slowly replaced the four core pillars of the marketing industry. Degrading the solidity of the structure. Until the AG EN CIE entire process, S IO D RA collapsed upon itself. T.V. CR EAT IVE ST T R IN AT OUTDOOR PR EG
Digital slowly Leaving behind an replaced the four industry without a core pillars of the solid spine. marketing industry. Degrading the solidity of the structure. Until the AG EN CIE entire process, S IO D RA collapsed upon itself. T.V. CR EAT IVE ST T R IN AT OUTDOOR PR EG
So what to do when your spine has been ripped out?
Build a new one, a better, faster, stonger spine! (just like the 6 million dollar man)
Beginning with client and agency expertise... CLIENT + AGENCY CUSTOMER & BUSINESS EXPERTISE DIGITAL & STRATEGY EXPERTISE
Beginning with client and agency expertise, together, formulating the strategy... STRATEGY CLIENT + AGENCY CUSTOMER & BUSINESS EXPERTISE DIGITAL & STRATEGY EXPERTISE
Beginning with client and agency expertise, together, DIGITAL MEDIA PLATFORMS formulating the strategy. Identifying digital platforms... STRATEGY CLIENT + AGENCY CUSTOMER & BUSINESS EXPERTISE DIGITAL & STRATEGY EXPERTISE
CREATIVE Beginning with client and agency BRIEF expertise, together, DIGITAL MEDIA PLATFORMS formulating the strategy. Identifying digital platforms STRATEGY which enable the brief and creative. CLIENT + AGENCY CUSTOMER & BUSINESS EXPERTISE DIGITAL & STRATEGY EXPERTISE
Continued in part 2: HOW TO DEVELOP DIGITAL STRATEGY
Contact Ian Sorensen for more: isorensen@directbrand.ie twitter.com/itsorensen

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How marketing used to work...

  • 2. It used to be so very easy (it wasnt even that long ago)
  • 3. The client chose which medium or combination of mediums they wanted to communicate through...... T.V. PRINT OUTDOOR RADIO
  • 4. The client chose which medium or combination of mediums they wanted to communicate through...... T.V. PRINT OUTDOOR RADIO
  • 5. The client chose which medium or combination of mediums they wanted to communicate through...... T.V. PRINT OUTDOOR RADIO
  • 6. generated and then the... the marketing CLIENT STRATEGY
  • 7. and gave it turned it into a to multiple BRIEF AGENCIES
  • 8. PITCHES PITCHE S who all sent in their.. PITC HES HES PITC
  • 9. PITCHES and the client chose PITCHE S the pitch that was most on brief (and looked prettiest) PITC HES HES PITC
  • 10. Finally... the campaign CREATIVE was produced for the chosen mediums. (and everyone celebrated with a glass of scotch, or so Madmen would have us believe) PRINT RADIO
  • 11. And for 60 years thats the way it worked.
  • 12. Why?
  • 13. Because the mediums... T.V. PRINT OUTDOOR RADIO
  • 14. Because the mediums... NEVER CHANGED (the same message pumped out to everyone through the same channels) T.V. PRINT OUTDOOR RADIO
  • 16. This simple structure was the foundation of the marketing industry... T.V. PRINT OUTDOOR RADIO CLIENT
  • 17. This simple structure was the foundation of the marketing industry. The only STRATEGY change was the strategy.... T.V. PRINT OUTDOOR RADIO CLIENT
  • 18. CREATIVE This simple AGENCIES structure was the foundation of BRIEF the marketing industry. The only STRATEGY change was the strategy and T.V. PRINT OUTDOOR RADIO creativity in each campaign. CLIENT
  • 19. So what the hell happened?
  • 22. CREATIVE Digital slowly AGENCIES replaced the four core pillars of the BRIEF marketing industry... STRATEGY T.V. PRINT OUTDOOR RADIO CLIENT
  • 23. CREATIVE Digital slowly AGENCIES replaced the four core pillars of the BRIEF marketing industry. Degrading the STRATEGY solidity of the structure... T.V. PRINT OUTDOOR RADIO CLIENT
  • 24. CREAT IVE Digital slowly AGENC IE S replaced the four core pillars of the BRIEF marketing industry. Degrading the STRATEGY solidity of the structure. Until the T.V. PRINT OUTDOOR RADIO entire process.. CLIENT
  • 25. Digital slowly replaced the four core pillars of the marketing industry. Degrading the solidity of the structure. Until the AG EN CIE entire process, S IO D RA collapsed upon itself. T.V. CR EAT IVE ST T R IN AT OUTDOOR PR EG
  • 26. Digital slowly Leaving behind an replaced the four industry without a core pillars of the solid spine. marketing industry. Degrading the solidity of the structure. Until the AG EN CIE entire process, S IO D RA collapsed upon itself. T.V. CR EAT IVE ST T R IN AT OUTDOOR PR EG
  • 27. So what to do when your spine has been ripped out?
  • 28. Build a new one, a better, faster, stonger spine! (just like the 6 million dollar man)
  • 29. Beginning with client and agency expertise... CLIENT + AGENCY CUSTOMER & BUSINESS EXPERTISE DIGITAL & STRATEGY EXPERTISE
  • 30. Beginning with client and agency expertise, together, formulating the strategy... STRATEGY CLIENT + AGENCY CUSTOMER & BUSINESS EXPERTISE DIGITAL & STRATEGY EXPERTISE
  • 31. Beginning with client and agency expertise, together, DIGITAL MEDIA PLATFORMS formulating the strategy. Identifying digital platforms... STRATEGY CLIENT + AGENCY CUSTOMER & BUSINESS EXPERTISE DIGITAL & STRATEGY EXPERTISE
  • 32. CREATIVE Beginning with client and agency BRIEF expertise, together, DIGITAL MEDIA PLATFORMS formulating the strategy. Identifying digital platforms STRATEGY which enable the brief and creative. CLIENT + AGENCY CUSTOMER & BUSINESS EXPERTISE DIGITAL & STRATEGY EXPERTISE
  • 33. Continued in part 2: HOW TO DEVELOP DIGITAL STRATEGY
  • 34. Contact Ian Sorensen for more: isorensen@directbrand.ie twitter.com/itsorensen