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.

1. HOW MARKETING
USED TO WORK....

2. It used to be so very easy
(it wasn’t 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

15. This simple
structure...
CLIENT

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?

20. In a word....

21. DIGITAL

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