What constitutes new advertising for brands? A basic primer on new media and its implications for brands, marketers and ad agencies.

1. The new advertising
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The basics: a recap

2. Marketing Communication
until now.
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3. Hallmark of marketing
communication until now.
Listen to me!
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4. Brand preference hinged
on: one key message,
likeable TV adverting

5. Brands sought to create desire through likeable
advertising.

6. Everything revolved around the ad. Often just a key visual
across media.

7. What changed things?
Interactivity of the internet.

8. Printing press. Industrial Revolution.
World War. Modern inventions.
Societal Trends. Technology.
Direct correlation to
marketing & advertising.

10. 1990s: INTEGRATION,
CONSUMERISM,
‘EVOLVED’ MESSAGING

12. 2000’s: the baton passed on.

13. So, what’s different?

14. Participation, doing things for people, affecting
behaviour and getting them to talk about you.

15. Hallmarks of IMC today

16. Engage with me

17. Talk about me
(because I do cool
things which interest
you)

18. The cool things could be any
of these…

19. Television
Website
Blog
Search
LinkedIn Page,
Ads
Radio
YouTube videos,
Ads
Events &
Outdoor
Mobile Apps
Mobile
Banner
Ads
Facebook page,
Facebook Ads
Twitter campaigns,
Sponsored Ads

20. What are the implications for
brands?

21. The digital natives embrace technology

22. Continuous Partial Attention

23. Consumer has the power to find anything that interests him.

24. Consumer has the power to ignore
anything that does not interest him.

25. Consumer has the power to dislike you, complain about you...even abuse
you publicly

26. There is no ‘delete’ button on the internet

27. Your brand is what Google tells the consumer

30. How to get started?

31. 1. Listen

32. Ask yourself...
•
Are your consumers & potential consumers present on
digital/new/social media?
•
What are their online activities?
•
What are they saying about their lives, your category,
your brand, your competing brand...

33. Resources
•
Research
•
First hand observation & participation in new media:
social media, micro blogs
•
Blogs; forums
•
Comments on YouTube
•
Google Insights for search

34. 2. Determine goals

35. Start with
business goals.

36. Social Media strategy

37. Business Strategy first. Use
digital & social media to support
business objectives.

38. Social Media activity, in and of itself is not an objective.
Acquiring new customers, increasing reach, building
loyalty, capturing more market share, even increasing
revenue - these are objectives.

39. 3. Identify your voice

40. Business-like, friendly,
humourous...

41. 4. Don’t try to do everything

42. Avoid the tick-box approach

43. 5. Exploit a medium to its
advantage

44. 6. Be of value to consumers

45. Stanford Business: each platform
with a distinct role & relevant content

46. YouTube: How to videos, alumni
spotlights, faculty lectures, talks
from business leaders & experts

47. Twitter: useful links on all things
business; not only brand links

48. Instagram: visual stimuli of
Stanford experience

49. Being of value depends on biz category,
stature of brand, life stage of brand,
consumer expectations from category...

50. This holds true even today.

51. The value your brand provides
could vary from entertainment,
tips & tricks, utility...

52. Tone of voice could vary
depending on the value: a guide,
friend, expert...

53. 7. Create your digital assets

54. Digital Assets: types
•
Website or campaign microsite
•
Online display ads
•
Facebook page
•
Twitter feed
•
YouTube videos
•
Blog

55. The steps to digital strategy
•
Listen
•
Determine business goals
•
Identify your voice
•
Don’t try to do everything
•
Exploit the medium to its advantage
•
Be of value to consumers
•
Create your digital assets

56. Typical Goals
•
Increased traffic (to web asset)
•
Increased brand awareness
•
Improved Search Engine Rankings
•
Reputation management
•
Increased sales
•
Establish thought leadership

57. Integrated Marketing
Communications is not about placing
the same message across media.

58. It is about using multiple media to
convey single idea, maximizing the
unique nature of each medium.

59. Only the media, the channels
and tools have changed.

60. Brand Idea: Salute to moms
Make mothers feel
proud by
acknowledging their
contribution in the
making of Olympic
athletes.
Mothers have a grueling
schedule in bringing up kids.
And are often unsung heroes.
Consumer Needs
The marketing opportunity
The brand story
Communication role of
media
Evoke spontaneous
appreciation of all that
mom’s do for their families
P&G has a
range of
products which
make a
mothers’ life a
tad easier.

64. Twitter can be used to address
customer issues, engagement,
drive enquiries & sales

65. Facebook helps build
relationships with customers,
reach new people and drive sales.

66. Cravendale & Facebook
•
Television & YouTube created
an engaging story around
cats who steal milkmen
•
The company site promoted
the goodness of milk with
nutritional facts
•
The advertising character,
Bertrum Thumbcat was used
to create a Facebook page
•
The ‘cho chweet’ effect at
work; carefully crafted copy

69. BLOGS
Blogs help share news,
views, build credibility (voice
of authority)

70. Videos help create
engagement, impact, imagery,
viral effect (if share-worthy)

73. Events & sponsorship, in
conjunction with videos & social
media create amplifier effect.

74. Bullish Mystique
Consumer Needs
Associate Red Bull
with extreme
energy and larger
The marketing opportunity
than life events that
evoke a rush...a
high.
Consumers, especially the
young seek an energy boost
and adrenaline rush on
occasions
The brand story
Communication role of
media
Jaw-droppingly high
energy content
Red Bull is an
iconic brand
in the energy
drinks
category

84. Platforms like Instagram and
Pinterest are great for brands
which evoke a visual imagery.

88. Mobile creates personal connect,
engagement, drive enquiries,
sales

89. “How can we exchange value instead of just
sending a message?”
–Jim Lecinski. Winning the Zero Moment of Truth.

90. Major Platforms
Platform
Key characteristics
Issues
Website, blog
Own content, amplify
brand promise, long
reads, multimedia
Driving traffic, regular
visits
Web banners
Contextual
Interactive
Call to action
Poor CTR
Wallpaper effect

91. Major Platforms
Platform
Key characteristics
Remarks
Mobile web banners, text
ads
Quick response, ‘Personal’
device
Poor CTR
SMS on mobile
Mass reach
Quick action possible
Spam
Lack of visual richness
Native Apps
Rich multimedia,
interactive, customized,
amplify brand experience
Clutter, device
fragmentation

92. Social Media Tools: Micro
Blogs
Platform
Strengths
Remarks
Twitter
Instant, many-to-many
interaction, helps viral
effect
Not suited for all brand
categories
Yammer
Niche network (within
organization)
Limited brand
promotion possibilities
Tumblr
Multi-format posts
Quick thoughts
Sharing
Not suited for all
categories

93. Social Media Tools: Photo &
Video
Platform
Strengths
Instagram
In line with
‘always’ clicking
mode of
smartphone
usage, instant
Short duration
video (Vine &
Instagram)
Short attention
span of users
Remarks
Discovery of
content
Brands yet to
discover full
potential

94. Social Media Tools
YouTube
Mass reach, audiovideo impact, caters to
diverse interests
Clutter, discovery of
content
Pinterest
Visual impact; great for
categories with visual
appeal
Discovery of content
Facebook
World’s No.1 social
networking; mass reach
Clutter, discovery of
content
Google Plus
Integration with Google
Relatively low interest
services

95. Social Media Tools: Business
Networking
Platform
Strengths
Remarks
LinkedIn
Niche targeting
possible
Suitable for thought
leadership articles,
observations

96. Social Media Tools: Content
creation & sharing
Platform
Slideshare
Strengths
Remarks
In-depth content on
topic possible,
showcase expertise
Requires time,
dedication, hard work
to create quality
content

97. The business imperative:
marketers
•
Adoption and usage of new media is impacting
marketing communications
•
Clients leading the way, in many cases
•
Agencies scrambling to re-structure offerings

98. 1. Traditional agencies
•
Forced to make a move into Digital
•
Many still operate in silos; TV priority
•
Many in the frontline have digital phobia or dismiss it
as a fad
•
Digital offerings have own Account Management,
Creative & Media teams

99. 2. Pure Play digital
•
Found acceptance among clients as they ‘understood’
new media better than traditional agencies
•
Specialist tag; recruit technologists, analysts, UI/UX
talent
•
Often execute big brand idea from ATL into new media

100. 3. Media-agnostic agencies
•
Few and rare to find: W+K, BBH, Droga5 to name a
few
•
Never spun off a ‘digital specialist’ unit but do kick-ass
work in the new media space
•
Driven by mindset of CEO/Management Board

101. 4. Media agencies
•
Digital media planning brought them to the CMO table
•
Offer specialist ideation & work closely with digital
creative agency

102. The new creative person is
T-shaped.

103. !

104. !

105. The problem, from client’s POV
•
Does not see current big agency team (especially
Account Management & Creative) as digital specialists
•
Increasingly turning to ‘digital unit’ –within or outside
agency structure

106. The problem, from client’s POV
•
Client dealing with several ‘specialist’ units over the
years: media, event, digital etc.
•
Some know more than the agency frontline or they
think they know – about new media
•
Agency team marginalized

107. What does it take to be
digitally savvy?

108. “I’m a firm believer that to really understand
something new you have to experience it, you
have to be in it to know it — reading about
social media doesn’t work if you aren't involved
in it, consistently and continually, because (like
all culture) -- it changes constantly..”
– JP Rangaswami, Chief Scientist, salesforce.com

109. Implications for brands
•
Consumers can engage with a brand. Not any brand.
But brands they love. But the love has to be earned.
•
Brands must create content that offer some value in
exchange for consumer’s involvement; offer tools that
allow for sharing and when possible, even contributing
•
Avoid conscious separation of ‘advertising’ and ‘digital
advertising’ - the lines have blurred long ago

110. @bhatnaturally
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Disclaimer: The copyrights of all images used to illustrate the points in the
presentation belong to the original creators. No violation of their rights is
intended. The images have been credited where possible.
Thank You.