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A review of the Marketing industry, how it worked, and how digital broke it.
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HOW MARKETING USED TO WORK....
It used to be so very easy(it wasn’t even that long ago)
T.V. PRINT
RADIOOUTDOOR
The client chose which medium or combination
of mediums they wanted tocommunicate through......
and then the...
CLIENT
generated the marketing
STRATEGY
turned it into a
and gave itto multiple
BRIEF
AGENCIES
who all sent in their..
PITCHES
PITCHES PITCHES
PITCHES
PITCHES
PITCHES PITCHES
PITCHES
and the client chose the pitch that was most
on brief (and looked prettiest)
Finally... the campaign was produced for the
chosen mediums.(and everyone celebrated with a glass of
scotch, or so Madmen would have us believe)
RADIOPRINT
CREATIVE
And for 60 years thats the way it worked.
Why?
Because the mediums...
NEVER CHANGED(the same message pumped out to
everyone through the same channels)
T.V.
RADIO
OUTDOOR
This simple structure was
the foundation of the marketing
industry. The only change was the
strategy and creativity in each
campaign.
T.V. RADIOPRINT OUTDOOR
CLIENT
STRATEGY
BRIEF
AGENCIES
CREATIVE
This simple structure was
the foundation of the marketing
industry. The only change was the
strategy and creativity in each
campaign.
T.V. RADIOPRINT OUTDOOR
CLIENT
STRATEGY
BRIEF
AGENCIES
CREATIVE
This simple structure was
the foundation of the marketing
industry. The only change was the
strategy and creativity in each
campaign.
T.V. RADIOPRINT OUTDOOR
CLIENT
STRATEGY
BRIEF
AGENCIES
CREATIVE
This simple structure was
the foundation of the marketing
industry. The only change was the
strategy and creativity in each
campaign.
T.V. RADIOPRINT OUTDOOR
CLIENT
STRATEGY
BRIEF
AGENCIES
CREATIVE
So what the hell
happened?
In a word....
DIGITAL
Digital slowly replaced the four core pillars of the
marketing industry...
T.V. RADIOPRINT OUTDOOR
CLIENT
STRATEGY
BRIEF
AGENCIES
CREATIVE
Degrading the solidity of the
structure...
T.V. RADIOPRINT OUTDOOR
CLIENT
STRATEGY
BRIEF
AGENCIES
CREATIVE
Until the entire process..
T.V. RADIOPRINT OUTDOOR
CLIENT
STRATEGY
BRIEF
AGENCIES
CREATIVE
Collapsed upon itself.
T.V.
RADIO
OUTDOORCLIENT
STRATEGYBRIEF
AGENCIES
CREATIVE
T.V.
RADIO
OUTDOORCLIENT
STRATEGYBRIEF
AGENCIES
CREATIVE
Leaving behind an industry without a
solid spine.
T.V.
RADIO
OUTDOORCLIENT
STRATEGYBRIEF
AGENCIES
CREATIVE
So what to do when your
spine has been ripped out?
Build a new one, a better, faster, stonger spine!
(just like the 6 million dollar man)
Build a new one, a better, faster, stonger spine!
(just like the 6 million dollar man)
Beginning with client and agency
expertise...
STRATEGY
BRIEF
CREATIVE
DIGITAL MEDIA PLATFORMS
CUSTOMER & BUSINESS EXPERTISE
+CLIENT AGENCY
DIGITAL & STRATEGY EXPERTISE
together, formulating the
strategy...
STRATEGY
BRIEF
CREATIVE
DIGITAL MEDIA PLATFORMS
CUSTOMER & BUSINESS EXPERTISE
+CLIENT AGENCY
DIGITAL & STRATEGY EXPERTISE
Identifying digital
platforms...
STRATEGY
BRIEF
CREATIVE
DIGITAL MEDIA PLATFORMS
CUSTOMER & BUSINESS EXPERTISE
+CLIENT AGENCY
DIGITAL & STRATEGY EXPERTISE
Which enable the brief and
creative.
STRATEGY
BRIEF
CREATIVE
DIGITAL MEDIA PLATFORMS
CUSTOMER & BUSINESS EXPERTISE
+CLIENT AGENCY
DIGITAL & STRATEGY EXPERTISE
Continued in Chapter 2:HOW TO DEVELOP ADIGITAL STRATEGY
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