Idea > The New World demands a new media strategy
Oh yeah, the Internet came along and according to J.P. Morgan's 2009 Nothing But Net Report (available at www.delicious.com/zigit under Digital Trends tab) it now accounts for 29% of time spent with media vs TV's 37% ... but add in my kids and The Internet reigns supreme at 39% ... and eventually it will be 50%+.
So the agency business split into two camps ... traditional shops and digital ones. While integration was the buzz word ... guess what ... they still started with TV and added on that Internet stuff as a complimentary media ... disjointed, senseless and a grand waste of money, especially among low SOV brands.
Wait, what's that you say ... they are still doing it the same way. Why? Who knows why ... but here is what I do know. There is a better way to get ROI on your advertising investment.
Inside Out Strategy
It's called Inside Out because it starts with the target audience (cardinal rule of marketing) and where they make their buying decisions today (63% of users say I do not buy ANY products until I search information on the Internet).
Start at your site or a microsite (selling sites developed around one campaign) ... work out and plan your digital media to drive purchase intent, traffic, interactions and sales. Then work out to your traditional media to drive traffic to the site so you can leverage your digital marketing to the fullest extent.
There are many reasons for this and we will explore them in subsequent blogs. But the main reason is to maximize brand engagement and exposure with your target audience by aligning your entire advertising spend to leverage both digital and traditional efforts. The more time spent with your brand ... the higher your brand consideration and purchase.
That's my point-of-view ... what's yours
Media Dot O
