NOVEMBER, 2012

A closer look at advertising vs. demand roles

A closer look at advertising vs. demand

What’s the difference

Brand / Advertising •  The paid, public, non-personal announcement of a

persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its brand category to existing and potential customers.

Demand Marketing: •  The systematic planning, implementation and control of

a targeted mix of inbound and outbound marketing activities intended to bring together buyers and sellers through the consideration, purchase, onboarding and customer service process.

Brand Category Awareness

Product / Solution Category

Consideration / Purchase

What’s the difference - media

Brand / Advertising •  The paid, public, non-personal announcement of a

persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its brand category to existing and potential customers.

Demand Marketing: •  The systematic planning, implementation and control of

a targeted mix of inbound and outbound marketing activities intended to bring together buyers and sellers through the consideration, purchase, onboarding and customer service process.

Brand Category Awareness

Product / Solution Category

Consideration / Purchase

Digital Media – Brand / Advertising •  Supports general awareness in the

marketing using a mix of paid media (general offer strategy)

Digital Media – Demand Marketing: •  Supports micro-targeted demand tactics.

Integrates seamlessly/quickly with front and back end demand tactics / systems

Integrating Tactics

Brand / Advertising •  The paid, public, non-personal announcement of a

persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its brand category to existing and potential customers.

Demand Marketing: •  The systematic planning, implementation and control of

a targeted mix of inbound and outbound marketing activities intended to bring together buyers and sellers through the consideration, purchase, onboarding and customer service process.

Digital Media – Brand / Advertising •  Supports general awareness in the

marketing using a mix of paid media (general offer strategy)

Digital Media – Demand Marketing: •  Supports micro-targeted demand tactics.

Integrates seamlessly/quickly with front and back end demand tactics / systems

Tight Brand and Media Agency Integration

Branded Demand and Media

Integrating Tactics

Brand / Advertising •  Overall brand story (company level) •  Brand guidelines / brand voice •  General advertising tactics (online and offline) •  Owns website

Demand Marketing: •  Specific product category or solution promotion •  Leverages brand guidelines in creative strategy •  Creates umbrella creative concepts that span time and

channel, as well as all offer content in various formats •  Creates and manages touch points along the funnel in

all media.

Digital Media – Brand / Advertising •  Supports brand story (company level)

using SEO and SEM/Media •  Branded keyword strategy •  Drives overall site traffic

Digital Media – Demand Marketing: •  Supports product or solution promotion

and is heavily offer / content based •  Specific product or solution keyword

strategy (often long tail) •  Drives to specific offer (landing page)

Tight Brand and Media Agency Integration

Branded Demand and Media

Some lessons we’ve learned •  Demand planning and program management must be multi-channel

•  Communications planning and program management should consider all media (paid, earned, owned and outbound)

•  Creative should include translation of general category advertising to demand-centered creative strategy and concept

•  Umbrella demand concept should leverage brand and span channel, touchpoints and time

•  Content / offer creation and ongoing content strategy / production needs to align with demand plans

•  Must connect front end systems to back end measurement / optimization

•  Digital media, web/landing pages to session data, web analytics, known to unknowing data, conversion data (CRM)

•  Ongoing optimization should be controllable by those closest to the strategy

Some lessons we’ve learned •  Tight coordination of media plans (between brand and demand) is required

•  Consideration for coordination of keywords, placements a must

•  Optimization of demand (offer) based media should be as closely connected to the demand team / back end conversion data as possible

•  Clear roles and rule of engagement for each agency must be established

•  Clear communication and guidance from the client needed on roles and communication expectation. It’s difficult to have agencies decide on each other’s roles

•  Agency to agency interface is ok, but at first, it’s best to have the client on the line (until we settle into a groove)

•  The client should own the brand and it’s execution downstream / upstream between agencies. It’s not good to have agencies critiquing each other’s work

•  Regular meetings on brand voice and ongoing brand and advertising programs for all agencies (typically lead by the lead brand/adv. Agency) is recommended

THANK YOU