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A brief overview of how the marketing industry used to work and how it all fell apart with the arrival of digital.
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HOW MARKETING USED TO WORK....
It used to be so very easy(it wasn’t even that long ago)
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The client chose which medium or combination of mediums they wanted to
communicate through......
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The client chose which medium or combination of mediums they wanted to
communicate through......
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The client chose which medium or combination of mediums they wanted to
communicate through......
CLIENT
generated the marketing
STRATEGYand then the...
AGENCIESBRIEF
and gave itto multipleturned it into a
who all sent in their..PITCHES
PITCHES PITCHES
PITCHES
and the client chose the pitch that was most on brief (and looked prettiest)
PITCHES
PITCHES PITCHES
PITCHES
RADIOPRINT
Finally... the campaign was produced for the chosen mediums.(and everyone celebrated with a glass of scotch, or so Madmen would have us believe)
CREATIVE
And for 60 years thats the way it worked.
Why?
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Because the mediums...
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Because the mediums...NEVER CHANGED
(the same message pumped out to everyone through the same channels)
This simple structure...
CLIENT
This simple structure wasthe foundation of the marketing industry...
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CLIENT
This simple structure wasthe foundation of the marketing industry. The only change was the strategy.... T.V. RADIOPRINT OUTDOOR
CLIENT
STRATEGY
This simple structure wasthe foundation of the marketing industry. The only change was the strategy and creativity in each campaign.
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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...
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CLIENT
STRATEGY
BRIEF
AGENCIES
CREATIVE
Digital slowly replaced the four core pillars of the marketing industry. Degrading the solidity of the structure... T.V. RADIOPRINT OUTDOOR
CLIENT
STRATEGY
BRIEF
AGENCIES
CREATIVE
Digital slowly replaced the four core pillars of the marketing industry. Degrading the solidity of the structure. Until the entire process..
T.V. RADIOPRINT OUTDOOR
CLIENT
STRATEGY
BRIEF
AGENCIES
CREATIVE
Digital slowly replaced the four core pillars of the marketing industry. Degrading the solidity of the structure. Until the entire process, collapsed upon itself.
T.V.
RADIO
PRIN
T
OUTDOORCLIENT
STRATEGYBRIEF
AG
EN
CIE
S
CREATIVE
Digital slowly replaced the four core pillars of the marketing industry. Degrading the solidity of the structure. Until the entire process, collapsed upon itself.
T.V.
RADIO
PRIN
T
OUTDOORCLIENT
STRATEGYBRIEF
AG
EN
CIE
S
CREATIVE
Leaving behind an industry without a
solid spine.
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)
CUSTOMER & BUSINESS EXPERTISE DIGITAL & STRATEGY EXPERTISE
+CLIENT AGENCY
Beginning with client and agency expertise...
STRATEGY
CUSTOMER & BUSINESS EXPERTISE DIGITAL & STRATEGY EXPERTISE
+CLIENT AGENCY
Beginning with client and agency expertise, together, formulating the strategy...
STRATEGY
DIGITAL MEDIA PLATFORMS
CUSTOMER & BUSINESS EXPERTISE DIGITAL & STRATEGY EXPERTISE
+CLIENT AGENCY
Beginning with client and agency expertise, together, formulating the strategy. Identifying digital platforms...
STRATEGY
BRIEF
CREATIVE
DIGITAL MEDIA PLATFORMS
CUSTOMER & BUSINESS EXPERTISE DIGITAL & STRATEGY EXPERTISE
+CLIENT AGENCY
Beginning with client and agency expertise, together, formulating the strategy. Identifying digital platforms which enable the brief and creative.
Continued in part 2:HOW TO DEVELOP DIGITAL STRATEGY
