In a world dominated by technology, consumer interaction with advertising has become more complex. While the first goal of marketing should still be to deliver the right message to the right people, there is now more to be considered.
First, the interactive nature of digital and the ability to capture and use data across platforms has opened up a world of opportunity for more sophisticated marketing, if the necessary infrastructure and strategy is in place.
Second, when exposed to an ad in any media, consumers can interact with it in a range of new ways. Searching for more info, talking about the brand online, and even controlling how often they see ads from you again (by becoming a fan / subscriber to see more, 'hiding' your ad to teach the algorithm to show less like that, or even employing wholesale adblockers).
These changes don't mean that marketers can't deliver great marketing without considering the ecosystem. A great television ad will still be a great television ad. They do, however, support the statement that no channel can be used to maximum effect without considering the ecosystem.
With this background in place, the next step is to consider what actually makes marketing effective so that we can ensure our recommendations on how to use which channels are grounded in reality. It is also worth noting that although we will focus on television and social, the principles and approach discussed obviously have wider application.
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The Media Precinct is a leading Australian owned media agency known for our research and insights led by Glenda Wynyard.
(Source: WARC - Charlie Clinton)