Mad Men are back in Social Media: “sell or else”

by Laurent François

During the last 5 years, everybody claimed the end of “traditional advertising”: print, TV, billboards. Because of new practices: social marketing, digital influence, experience marketing.

Let’s face it: if these new practices exploded, they haven’t killed advertising at all; they’ve helped it become stronger and reinvent its impact

Stats of the art: advertising growth everywhere

Carat has recently released an update of its 2011 forecasts: there’s a big US come-back while Asia keeps rocking. European markets are stabilizing and still generate revenue. A phenomenon not that surprizing as there’s an upcoming industrial revolution, supported by US government: Green R&D, new sustainable technologies. So as it’s necessary to explain to the general public why new offers, products & services matter.

Online advertizing keeps increasing too: efficiency debates arise here and there, so as campaigns must be more qualitative, relevant; “contacts strategy” are at stake, leaving GRP issues to the old world. That’s the reasong why media agencies are trying to leverage social offers, as they consider them as amplifications of their media plans!

Knowledge: inheritance of advertising and implementation of new digital methodologies

in an economy of attention, it’s not only about sending a message to make it generate consent towards relevant targets and publics. We’ve criticized a lot (me first…) advertising, and we forgot 2 important practices: planning & knowledge

Strategic planning has been developing for a century some methodologies, some patterns, some “science”, using skills where they are: labs, universities, trendsetters. While finding path to make all these insights work together. Social Media Marketing has probably led to new tools (online monitoring etc.). But when it comes to opinion, you need stats, habits, measurement process which help you refine the restults.  Planners, as in the 80s, are back to top management in agencies: because they’re the only one to get this step forward to create proper pervasive creativity process and value chain.

Brands’ organizations are changing to absorb the “social” rise

Jon Iwata, IBM’s CMO said that he was experiencing a major change:

“What is very clear is that for marketing to continue to be a meaningful contributor to business performance it not only has to enable delivery of short-term growth objectives but also needs to tackle the strategic issues of leveraging and aligning the culture in a way that maximizes the success of the organization”

To sum up: corporate culture and creative process on the same level. A re-engineering between insights (planning, marketing studies, monitoring etc.) as input to the communicative process (brand content, experience marketing…) to deliverable for the final clients: (client survey, CRM…)

It’s kinda good news for entreprises: it’s not about organizing a fight “communication department (or soft practices like PR)” vs “marketing departments” (hard practices like push marketing or CRM or couponing) but to come back to a principle: SELL OR ELSE (David Ogilvy).

From 4P to 4E :mad men & advertising people more prepared for the next challenges

In this environement, linked to a new industrialization era, making an idea go public for a product has never been as important. 4 P are not dead they’ve just changed to 4 E:

It leads me to the conclusion that advertising agencies may be more prepared to the new brands’ global challenges. Social media has been made on business territories and not on “citizens happy face world”; pure players are challenging these logics but only traditional content providers can generate…this content. For instance: to curate, you need producers. Real one. And it costs something.

It doesn’t mean that young & small structures will collapse. But that there are new cycles: a new leverage will always be interesting to integrate in a global communication purpose, in the long-term.

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