media strategy often gets the last 10 minutes of the meeting, writes mindshare north america ceo antony young. but maybe creative should get moved to the back.
|Scooped by Hannah Joy Gaisford|
I think the author Anthony Young has some fantastic points here in this article! I agree with his comment that marketing used to be able interrupting the consumer from what they were doing. This makes me think of the days before digital downloadable television where we would be forced to watch advertisements to enjoy our favourite programmes. I have now become so frustrated because one of the reasons I started watching youtube was because it was free of ads but now that has been taken over also. This article describes how interrupting viewers is no longer the positive effective way to approach customers. I love his point that advertisers have moved from Mad Men to Math Men. In the past advertisers and marketers would just throw money at ideas but now marketing is calculated and analysed before it is deployed. I believe Young’s point that the big tv idea is no longer relevant. To be effective marketing needs to be done through many different platforms and mediums to be effective. All social media platforms needs to be used. Billboards made, tv adverts, radio, pr….there are many more that together create marketing value. I agree with Young’s opinion that the media plan needs to be made before the marketing content idea is dreamed up because different media platforms need different approaches. The best part of this article was Youngs idea of adaptive marketing where you adapt and personalise campaigns based on what comes in from the customers and how they are responding. This is the best idea I have heard so far when it comes to being innovative and keeping up with the changes in customer needs. His final comment about how events like American idol and the super bowl have turned media into big marketing events through social media is a very poignant note to end the article on. I believe that media is still very relevant from this article when used in conjunction with other creative ideas. A very interesting and relevant article J