A Daily Marketing Experience

October 30, 2009

Top 10 Integrated Marketing Trends

Filed under: Marketing — Ricardo @ 2:52 pm
Tags: , ,

This is a repost of an article published by Marketing Charts which states the top 10 trends to help integrated marketers navigate the choppy waters of 2010.

1- Less will get done until we learn to do more with less: While the year 2009 was marked by extreme economic turmoil, the marketing industry won’t feel its full effects until 2010. Right now, marketers and their agency partners are focused on simply “getting work out the door,” with  reduced headcounts and budgets. However, if they learn to align resources with more singular and powerful integrated marketing programs – at the perhaps necessary expense of  individual marketing tactics –  the breakthrough ideas and greater productivity will be the norm again.

2- Marketers will mistakenly ‘whack’ a medium of the marketing mix: With reduced marketing budgets, Franks said, “something has to give.”  Unfortunately, marketers are making wholesale cuts to specific marketing/media channels in the process. Though the most dramatic cuts have occurred this year in newspapers and magazines, she cautions marketers to carefully consider if other media in the marketing mix can really compensate for these cuts, especially in terms of the consumer behavior.  Though Franks believes that reduced resources should not affect a well-crafted, integrated, multi-channel mix, she does expect that such blunders may occur in 2010.

3- Marketers rush to employ ’social networking’ strategies: Marketers are in what Franks calls “a mad rush” to enter the social networking space with ‘tweets’, ‘widgets’, ‘apps’ and ‘fan pages’. However, she asserts that social networking is not, in itself, a marketing tactic; nor is it a surrogate for a brand’s social experience or a line item on a marketing plan, a specific channel, or a form of content. In Franks’s view, social media is an outcome, and no single channel has a lock on the ’social’ nature of content. Rather than scrambling for social media programs, Franks cautions marketers to step back and realize that “most any medium can serve as the ‘originating’ medium in a journey that can take a great piece of content across channels and into vast networks of hearts and minds.”

4- More data but even less ‘understanding’: Web analytics are making online campaigns easier to measure, while more studies are emerging from more sources – including media measurement companies, foundations, academics, marketers and the media themselves. While all this data clearly point to a highly fluid, highly interactive and mercurial media landscape, these data sets are – at the same time – less projective when the media world changes so quickly. So, while marketers may have a better understanding of what happened last week, last month or yesterday, they cannot take this understanding too far into the future. In this respect, Franks likens today’s environment to  a “Wild West” era of integrated channel planning.

5- Lines between media will continue to blur: In the coming year, more prime-time TV content will show up in more places than ever before. Fans will have multiple access points into shows that used to be an ‘appointment view’ controlled by network programming executives. Such models as live view, live+3 day views from a DVR, video on demand, Hulu, network owned websites, and shared distribution deals (ala DirecTV and NBC for Friday Night Lights) it is no longer clear as to where one screen medium ends and another begins. Marketers will do best to understand that “it’s all a screen,” and plan accordingly, Franks said.

6- Push vs. pull will become less relevant: In 2010, the classification of marketing experiences into ‘push’ vs. ‘pull’ will become less relevant because the best content (both programming and commercial content) will increasingly become ‘push’ and ‘pull’ at the same time. For example,  American Idol is both a ‘push’ medium because it’s broadcast during primetime on Fox, and a ‘pull’ medium because of the plethora of votes, downloads, and chats which result from the broadcast.  The reverse is also true. Given the vast reach of social networks, a viral experience that is pulled along by a small group of fans will quickly amass reach without too much effort on the part of the original sender.

7- Great content will travel at the ’speed of share’  while ‘average’ experiences will evaporate: In 2010, marketers will continue to wrestle with a sense of time because messages can travel at ‘the speed of share’ which renders the speed of traditional content distribution obsolete. With the click of a mouse, or a mobile phone, consumers can advance a great story/ad/video/picture/newsbite to vast, ‘networked’ communities of hearts and minds. However, content will only travel at the ’speed of share’ if it is worth sharing in the first place. There now is much lower tolerance for mediocre content, and consumers in 2010 will have even more means of disposing of, and/or avoiding it.

8- The adult 18-49 demo will become even less relevant as a target cohort: Though the diversity within the 18-49 adult demographic isn’t new, the dramatic differences in media use and consumption for an 18 year-old relative to a 49 year-old are becoming increasingly pronounced.  The great divide between internet-raised and television-raised consumers may indeed become big enough in 2010 for integrated marketers to finally realize that this broad and unrealistic target cohort doesn’t hold up.

9- Symbiosis will create interesting and – at times strange – partnerships: Though many forecasters are predicting wholesale collapses in media channels, Franks believes that the media and marketing landscape will be affected more by the laws of symbiosis than the laws of natural selection. As an example, the relationship between YouTube and TV – which at first appeared on the surface as a competing interest – continues to evolve into a symbiotic relationship. These emerging relationships will continue to develop among what appear on the surface as competing media channels.

10- 2010 will become the year of the good idea:  The recent past suggests that integrated marketing, as an industry, has become hyper- focused on the dynamics of channels to such an extreme that it has taken its eye off the ball. However, when a collective realization is made that marketing channels serve only as pipelines for content and that only great content can be both ‘pushed’ and ‘pulled’ along at the new ‘ speed of share’, the good ideas will begin to flow again. Without a good idea, the content will simply evaporate.

Link to the article.


March 23, 2009

Microsoft’s AdWeek

I just got back from a great invitation to the Microsoft headquarters in Redmont, Washington by the people of Microsoft Advertising LATAM and iNetwork. I was there with brand managers and media coordinators of worldwide brands that operate in Latinamerica.


Everyone waiting to go into the House and Office of the Future

Everyone waiting to go into the House and Office of the Future



The main idea was to show everyone the different options and tools that Microsoft Advertising has. Nonetheless, we also got to see “the house and office of the future”.

At the end of the week it was clear that there is a huge gap in terms of knowledge about Online Advertising and the opportunities it brings to brands across the market from the vast majority of people. Hence, a great deal of the time was spent on defining terms, comparing KPIs to those of traditional media and showing Success Stories.

Questions varied: from very basic Online Marketing 101 stuff (here is a link of Interactive Advertising terms), to some complex and strategic analysis and perspectives. The people of Microsoft and iNetwork did try to level the knowledge field to then introduce all their Online artillery.

Some very interesting facts and options were shown. 

– Xbox Live has more users online at any given time during the day than the top TV show in the USA. This becomes a great opportunity to integrate products with the video game experience. Another variation of product placement.

– Advertisements in Online Videos get 53% more attention than those of TV. Another great opportunity to re-engineer traditional messages to fit online formats.

– The first ever ad banner to run on the Internet was placed by Hotwire (here) and received an approximate 42% Click Through Rate (CTR). An average banner ad in the present day, receives 0.5% CTR.

– Online advertising in Latinamerica accounts for a tiny percentage of the overall advertising budget. Companies like Microsoft spend around 19% of their advertising budget on Digital initiatives. 

In terms of Online advertising tools, Microsoft is doing a great job. Even though Search is dominated by Google, in all other areas Microsoft is giving brands some very interesting alternatives, specially in Latin America where its MSN portal and Messenger service rank very high. 

For me, of the new options showcased, the best one was the opportunity to create a “Brand Robot” in the Messenger service. This gives brands an opportunity to establish a day to day conversation with customers. The basic idea is that people chat with the brand about different issues: it can be non-related brand aspects like entertainment, it can be FAQ, it can be customer service, etc. All in all this alternative imprints the brand’s name in the “chatters” mind. Very effective way to increase TOM and overall recognition.

On a second note, and as I noted above, Advergaming is another excellent chance to incorporate a brand to the target’s everyday life. Microsoft showed two very good examples from the Obama campaign and from Coke on how to make this a successful investment.

Resuming the vast majority of presentations and discussions, it is clear that Internet, Online Advertising and Digital media are shaping the future. Although this is extremely clear in countries like England (where it is said that Online advertising investments are catching up with those of TV) and the United States, it seems that in Latin America this notion is only arriving. This could be a result from the lack of bandwidth or the low penetration of Internet (this figure is dynamically changing and improving). All in all, and the success stories back it up, there is great potencial in this area for brands to acquire new costumers, to increase awareness, to portray product benefits, to execute launches, to gain market share, and to increase sales and profits.

Incorporating the Internet and the available Digital media options as an integral part of the brand strategy can be understood as a first mover advantage; specially in Latin American markets where there is only a “handfull” of brands leveraging on this new way of communicating.


Microsoft's entrance

Microsoft's entrance

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