Archives for posts with tag: POE

6925f8768a07ed929424efa6614d35a13af35a5d_m

Seth Godin wrote lately a brief post titled: “Horizontal marketing isn’t a new idea.”

“But it is the new reality for just about every organization.

Vertical marketing means the marketer (the one with money) is in charge. Vertical marketing starts at the top and involves running ads, sending out direct mail and pushing hype through the media. Your money, your plans, your control. It might not work, but generally the worst outcome is that you will be ignored and need to spend more money.

Horizonal marketing, on the other hand, means creating a remarkable product and story and setting it up to spread from person to person. It’s out of your control, because all the interactions are by passionate outsiders, not paid agents.

Most marketers instinctively want control. We reach for the budget and the ad and the press release and most of all, the powerful media middleman. We buy SuperBowl ads or shmooze the reporter.

Horizontal marketing, though, requires giving up control. We spend all of our time and money on a great story and a great service and a remarkable offering. The rest is up to the market itself. You can’t control this, and you can no longer ignore it either.”

….

I do admire Seth Godin but I don’t agree with him. Successful marketers don’t choose between  either horizontal or vertical marketing. Successful marketers deploy a combination of both. The iPad is an amazing product that is the perfect example for horizontal marketing. Trust me, Apple would love to save money on advertising if they didn’t have to. But they do. Horizontal marketing only gets you so far. You need vertical marketing to get further.

The good news for brands is that you need less money to deploy the full power of paid media to get the most benefits out of owned and earned media. The even better news is when you develop the perfect mix of paid, owned and earned media you get the maximum benefits out of vertical and horizontal marketing.

aa8fbf6dff19bb88ae05429725a12287761f04e6_m

It’s all about Big Data, right? Targeting, gathering information, using that data to deliver relevant messages, correct? Not so fast says Millward Brown, conducting an analysis of winning case studies from the IPA Effectiveness, Effies and Cannes Lions awards.

“This analysis serves as celebration of creativity. Advertising which is enjoyed, found involving, and stimulates the emotions in a way that other advertising doesn’t, should be encouraged and rewarded. But that doesn’t mean advertisers should pursue creativity at the expense of all else.

It has long been known that advertising needs to be underpinned by an appropriate strategy. This analysis adds another factor: branding. It is all very well for an ad to leave vibrant memories, but do these memoires link to your brand uniquely?

Branding has nothing to do with repeating the brand name and showing packs; it has everything to do with making the brand the centre of, and the reason for, the creative idea. The Marlboro Cowboy, the Hovis delivery boy freewheeling down a hill to the strains of Dvorak’s “New World Symphony”, the Andrex puppy and the Clio-driving Nicole and Papa, are all excellent examples of well-branded advertising.

There are many ways to brand an ad but, ultimately, it relies on creativity to integrate the brand, or an established branding cue, into the ad in an engaging way. This analysis suggests that advertising should also stimulate emotions; but there is no single emotion which works better.”

An important 180 by a company that brought you the “Awareness index”, a key metric that assumes that achieves its effect primarily by impacting memory – awareness and recall. Come to find out, emotion is pretty much everything.

As a professional that worked on the creative, media, accounting and planning side, I can assure you that creative work is not everything. You need to have a solid planning foundation, providing a platform to develop brilliant creative. And you need to have advanced communications and media planning to get your message heard, activate the audience and get the most of your owned platforms and earn media.

Problem is, the digital marketing industry has been in the grip of technologist, data nerds and spread sheets. They own digital marketing. That needs to change. Or we will continue to live in a world of tiny boxes being overlooked by customers. Guess works masqued as metrics.

Advertising was always about emotions. How come we forget about that?

Time to remember.