Marketing communications and media planning have been fundamentally altered by the explosive growth of digital media and mobile technologies. Although traditional channels like email and print media are not going away anytime soon, consumers increasingly demand that companies also interact with them on social networks, via tablets and mobile devices, and in ways that were not possible just a few years ago.

1. The New Media Mix
The new rules of marketing and media planning
olivier alain blanchard

3. 1. THE NATURE OF MEDIA IS CHANGING.

4. TRADITIONAL MODEL
PAID OWNED
MEDIA MEDIA

5. TRADITIONAL MODEL
Email Websites
TV Packaging
Radio Retail/POS
Print Buildings
Displays PAID OWNED Products
Web MEDIA MEDIA Swag
Signage Events
Sponsorships Etc.
Public Relations

6. NEW MODEL
Email EARNED Websites
TV MEDIA Packaging
Radio Retail/POS
Print Buildings
Displays PAID OWNED Products
Web MEDIA MEDIA Swag
Signage Events
Sponsorships Etc.
Public Relations

7. NEW MODEL
Followers Word of mouth
Subscribers Pins, shares, RTs
Fans/Likes Check-ins
Email EARNED Websites
TV MEDIA Packaging
Radio Retail/POS
Print Buildings
Displays PAID OWNED Products
Web MEDIA MEDIA Swag
Signage Events
Sponsorships Etc.
Public Relations

8. 2. MEDIA PROLIFERATION CAN BE CONFUSING.

9. Before…

10. … and now.

11. Visualizing media consumption: 1900 - 2020
< Games are growing.
< Wireless is growing.
< Outdoor is flat.
< Radio is flat.
< TV is flat.
< Online is growing.
< Print is shrinking.

12. Over the last 5 years,
developing countries
have increased their
share of internet use
(global) from 44% to
62%.

13. Growth:
- Internet users
- Mobile broadband subscriptions
- Mobile phone subscriptions
Flat:
-Fixed telephone lines
-Fixed broadband subscriptions

16. Media consumption is both shifting and increasing.

17. Some of the channels are changing.

18. Visualizing media consumption: 1900 - 2020
< Games are growing.
< Wireless is growing.
< Outdoor is flat.
< Radio is flat.
< TV is flat.
< Online is growing.
< Print is shrinking.

19. What’s going on?
1. Media proliferation: Web, RSS, social web, e-pubs, games, streaming content
2. New technologies: Mobility, gaming, search, LBS, mobile photo/video uploads
3. Channel proliferation: Facebook, Youtube, Twitter, Pinterest, digital radio
4. Second-screen: Consumers are increasingly mixing media

20. Misconception: AND not OR
SECOND SCREEN & MULTITASKING
-68% of smartphone users use their
phone while watching TV.
(Nielsen)
-70% of tablet users watch TV while
on their tablet device.
(Nielsen)
-50% of TV watchers are regularly
online while watching TV.
(Forrester)

21. Consumer behaviors are changing.

24. NEW CHANNELS DON’T NECESSARILY REPLACE OLD ONES.
THEY OVERLAP.

27. Insights
1. Consumer attention is increasingly fragmented.
More channels and more media interfaces means that it is
increasingly difficult for brands to compete for attention.

28. Insights
1. Consumer attention is increasingly fragmented.
More channels and more media interfaces means that it is
increasingly difficult for brands to compete for attention.
Pay attention. Be where your audience is, not just where you want
them to be.

29. Insights
1. Consumer attention is increasingly fragmented.
More channels and more media interfaces means that it is
increasingly difficult for brands to compete for attention.
Pay attention. Be where your audience is, not just where you want
them to be.
2. Focus on attention rather than presence.
Most marketers are too busy trying to “be social” to actually be
relevant everywhere they try to manage a presence.

30. Insights
1. Consumer attention is increasingly fragmented.
More channels and more media interfaces means that it is
increasingly difficult for brands to compete for attention.
Pay attention. Be where your audience is, not just where you want
them to be.
2. Focus on attention rather than presence.
Most marketers are too busy trying to “be social” to actually be
relevant everywhere they try to manage a presence.
Valuable wins. Helpful wins. Cool wins. Clever wins. Channels are
secondary.

31. Value for viewer + new advertising platform
SECOND SCREEN & MULTITASKING
-68% of smartphone users use their
phone while watching TV.
(Nielsen)
-70% of tablet users watch TV while
on their tablet device.
(Nielsen)
-50% of TV watchers are regularly
online while watching TV.
(Forrester)

32. 3. YOU ARE BEING FED BAD ADVICE. REBOOT.

33. The true social disconnect.
Big numbers don’t necessarily mean big results.
Less than
1% of “fans” of a brand’s page on Facebook…
… interact with it once they have “liked” it.
(Ehrenberg-Bass Institute, AdAge)

34. IT DOESN’T MATTER WHAT CHANNELS YOU ARE ON
IF YOU DON’T MAKE PEOPLE CARE.

35. Wrong focus vs. right focus.
Actually, we just have a
“give a shit” strategy.
Hey, what’s your strategy? is just a small part of it.

36. Being effective matters more than channels.
Being effective is the definition of success.
Start by asking the right question:
WHAT DO I WANT TO ACCOMPLISH?

37. Media and technology may be
changing, but business
objectives haven’t.
Take a step back.
Get some perspective.

38. What are you after?
Start with objectives: Acquiring new customers?
Increasing spend for existing customers?
Increasing buy-rate for existing customers?
Spending my budget before the end of the year?

39. What are you after?
Start with objectives: Acquiring new customers?
Increasing spend for existing customers?
Increasing buy-rate for existing customers?
Spending my budget before the end of the year?

40. What are you after?
Start with objectives: Acquiring new customers?
Increasing spend for existing customers?
Increasing buy-rate for existing customers?
Spending my budget before the end of the year?
Increasing awareness for the brand?

41. What are you after?
Start with objectives: Acquiring new customers?
Increasing spend for existing customers?
Increasing buy-rate for existing customers?
Spending my budget before the end of the year?
Increasing awareness for the brand?
WHY?

42. What are you after?
Start with objectives: Acquiring new customers?
Increasing spend for existing customers?
Increasing buy-rate for existing customers?
Spending my budget before the end of the year?
Increasing awareness for the brand?
WHY?
Revenue.
(Sell more stuff.)

43. What are you after?
Start with objectives: Acquiring new customers?
Increasing spend for existing customers?
Increasing buy-rate for existing customers?
Spending my budget before the end of the year?
Increasing awareness for the brand?
WHY?
Revenue.
(Sell more stuff.)

44. What are you after?
Start with objectives: Acquiring new customers?
Increasing spend for existing customers?
Increasing buy-rate for existing customers?
Spending my budget before the end of the year?
Increasing awareness for the brand?
WHY?
Revenue.
(Sell more stuff.)
Create preference
or loyalty
for the brand.

45. What are you after?
Start with objectives: Acquiring new customers?
Increasing spend for existing customers?
Increasing buy-rate for existing customers?
Spending my budget before the end of the year?
Increasing awareness for the brand?
WHY?
Revenue.
(Sell more stuff.)
Create preference
or loyalty
for the brand.

46. What are you after?
Start with objectives: Acquiring new customers?
Increasing spend for existing customers?
Increasing buy-rate for existing customers?
Spending my budget before the end of the year?
Increasing awareness for the brand?
WHY?
Revenue. Activism
Donate
(Sell more stuff.) Participate
Create preference Recommend
Volunteer
or loyalty
for the brand.

47. As marketers, be clear about advertisers’ ultimate purpose.
Know your ultimate objectives: - Acquiring new customers
- Increasing spend for existing customers
- Increasing buy-rate for existing customers
- Protecting the brand (reputation mgmt.)
ALWAYS START HERE.
Impressions, visits, subscribers, etc. are always in support of these.

48. Visualizing your company’s media hierarchy of needs.
Acquiring new customers Increase buy Rate Increase Yield / Spend
Market intelligence Consumer insights Crisis Management
6%
19% 38%
8%
9%
20%
As an agency? How do I fit in? How should I fit in?

49. Basic marketing interaction design:
What action do I want each
member of my audience to take?
- Acquiring new customers
Then what? - Increasing spend for existing customers
- Increasing buy-rate for existing customers
- Protecting the brand (reputation mgmt.)
Then what?
Then what? END
GOAL

50. What tools are at your disposal?
Followers Word of mouth
Subscribers Pins, shares, RTs
Fans/Likes Check-ins
Email EARNED Websites
TV MEDIA Packaging
Radio Retail/POS
Print Buildings
Displays PAID OWNED Products
Web MEDIA MEDIA Swag
Signage Events
Sponsorships Etc.
Public Relations

51. How integrated is your marketing, really?
Followers Word of mouth
Subscribers Pins, shares, RTs
Fans/Likes Check-ins
Email EARNED Websites
TV MEDIA Packaging
Radio Retail/POS
Print Buildings
Displays PAID OWNED Products
Web MEDIA MEDIA Swag
Signage Events
Sponsorships Etc.
Public Relations

52. New media & communications planning
Too vague
11%
Think about the Earned
EARNED ideal mix for
MEDIA
25% Bought
your company
64%
or client. Owned
PAID OWNED
MEDIA MEDIA Earned
30%
39%
Bought
31%
Owned

53. New media & communications planning
What determines a brand’s mix of earned, bought and owned media:
What balance is most effective? 11%
Earned
What activities drive the behaviors that impact your objectives? 25% Bought
64%
Owned
Where do those activities take place?
What activities and channels have little or no impact and why?
What does your audience respond to and why? Earned
30%
39%
What does your audience not respond to and why? Bought
31%
Owned
Are your results improving compared to last year?

54. New media & communications planning
What determines a brand’s mix of earned, bought and owned media:
What balance is most effective?
What activities drive the behaviors that impact your objectives?
Where do those activities take place?
What activities and channels have little or no impact and why?
What does your audience respond to and why?
What does your audience not respond to and why?
Are your results improving compared to last year?

55. Evaluation: Understand the media. Understand the channels.
1. What are the attributes of each medium?
What are the attributes of each channel?
Examples:
•Reach
•Word-of-mouth / virality
•Measurability
•Ability to target
•Data collection
•Interaction & dialog
•Control over message

56. Evaluation: Understand the media. Understand the channels.
1. What are the attributes of each medium?
What are the attributes of each channel?
Examples:
•Reach
•Word-of-mouth / virality
•Measurability
•Ability to target 2. What is each medium’s top strengths/weaknesses?
What is each channel’s top strengths/weaknesses?
Examples:
•Data collection •What does Youtube allow me to do that TV doesn’t?
•Interaction & dialog •What does email allow me to do that Facebook doesn’t?
•Control over message •How does that matter?

57. Evaluation: Understand the media. Understand the channels.
1. What are the attributes of each medium?
What are the attributes of each channel?
Examples:
•Reach
•Word-of-mouth / virality
•Measurability
•Ability to target 2. What is each medium’s top strengths/weaknesses?
What is each channel’s top strengths/weaknesses?
Examples:
•Data collection •What does Youtube allow me to do that TV doesn’t?
•Interaction & dialog •What does email allow me to do that Facebook doesn’t?
•Control over message •How does that matter?
3. How do I combine all of these
media and channels to meet my objectives?
•Where is my audience?
•How do they complement each other?
•How do they overlap in positive or redundant ways?

58. New media & communications management requirements
1. Medium & channel fluency:
Train existing staff (cross-train)
Bring in new blood (specialists in new media)
Constant eye towards new trends, shifts in existing trends and new technologies
2. New media Planning:
Increased collaboration between marketing, PR, advertising, media buyers, customer service*
Establish real-time internal communications between members of the team
Establish new media planning & scheduling models (more complex & visual)
3. Establish new marketing-related functions:
Online reputation management
Digital crisis management
Customer service PR
Community & content management

59. Test. Learn. Repeat.

60. Your media mix will be determined in great part by
what type of company you are.
Your brand identity will guide you.

61. www.smroi.net
Ask away.
Olivier Blanchard
864.630.7398
www.olivierblanchard.net
@thebrandbuilder (on Twitter)