Ogilvy Cape Town Integrated Marketing
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The document discusses the importance of understanding consumer behavior in the context of changing media consumption. It emphasizes the concept of integrated communication, defined as a single campaign utilizing multiple channels: paid, owned, and earned. To effectively engage audiences, brands must carefully craft their messages to ensure relevance and bravery in their ideas.
Ogilvy Cape Town Integrated Marketing
- 2. But before we dive right in we need to understand some context
- 3. The consumer is not a moron, shes your wife
- 4. But how we consume media has changed.
- 6. Its not information overload we suffer from, its filter failure. - Clay Shirky
- 7. Each of Us Has Our Own Personal Message Filter
- 8. The time is ripe for the next generation of contextual branding - the art of sending the right message, to the right audience, at the right time Martin Lindstrom
- 11. So to capture and hold their attention, we need to play smarter
- 12. What do we mean when we talk about integrated communication?
- 13. WE DEFINE IT AS: A single campaign thought that leverages multiple communication channels
- 14. How do we categorize these communication channels?
- 16. Which of these are in your control?
- 17. Paid Owned
- 18. Paid & Owned is about the HOW
- 19. How do you best influence that which is not in your control?
- 20. Earned is about the WHAT
- 21. WHAT is the idea
- 22. Is what youre 糸看庄稼乙..
- 23. Is the idea worthy enough
- 30. Lets think more about what were doing.
- 31. Are you brave enough?
Editor's Notes
- #3: So we need to be smarter play on the consumers terms. Its not about us anymore the paradign has shifted. Integration
- #4: This is an old quote but has never held truer than today. At Ogilvy we look to deliver remarkable experiences literally remarkable ones that people talk about online and offline. We have the experience of working globally on social media for 7 years and one way or another, we have been delivering remarkable experiences for more than 60 years.
- #6: Too much info
- #8: As a result were created filters to protect ourselves.Each of us has our own personal message shield formed by our friends, family and social connectionsThere are only 3 ways through the shield Create the most relevant content you can and connect it to customers via advertising, earned media and owned content channelsMake sure that content is in search where each of us goes to satisfy everyday missionsOr earn their attention and advocacy via their social graph
- #9: Part of this fits into the old saying content is no longer King, Context is. But there is an even simpler layer to this, the What defines it
- #10: So one can say that consumers used to be dogs. Loyal to a fault.
- #11: Consumers are now cats -hard to grab attention in the Attention economy, started to shift in early 2000s. Cats and dogs both want the same basic things. They both want love and attention, they want to be fed and given treats every now and then. But a dog is the consumer of the past and a cat is the consumer of the future. You can give a dog a bone and hell be happy; call him and hell come straight to you. A cat is different; theyll come to you when theyre ready for attention, theyll eat when they feel like it and sometimes just cant be found
- #12: So we need to be smarter play on the consumers terms. Its not about us anymore the paradigm has shifted. Effective integration is our way in.
- #13: So we need to be smarter play on the consumers terms. Its not about us anymore the paradigm has shifted. Effective integration is our way in.
- #16: Owned media(like content) is great but has low reach (i.e. we live in an information economy so just making good content isn't enough anymore) this is very controlledPaid media helps with reach but can only get you so far online and starts to move the content out of our control (people talk remix)Earned media (Word of mouth) is what we need to stimulate / create, its about prioritising the context not the content, its also the most cost effective. This is generally where the big idea lives.
- #19: This is no longer good enough. You cannot outspend your way into consumer consciousness, You cannot out shout your way into consumers consciousnessYou have to outsmart your way across.
- #28: Creating maximum value of full integration the benefit of getting it right.