How Marketing Used to Work
-
Upload
ian-sorensen -
Category
Documents
-
view
212 -
download
0
description
Transcript of How Marketing Used to Work
![Page 1: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/1.jpg)
HOW MARKETING USED TO WORK....
![Page 2: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/2.jpg)
It used to be so very easy(it wasn’t even that long ago)
![Page 3: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/3.jpg)
T.V. PRINT
RADIOOUTDOOR
The client chose which medium or combination
of mediums they wanted tocommunicate through......
![Page 4: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/4.jpg)
and then the...
CLIENT
generated the marketing
STRATEGY
![Page 5: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/5.jpg)
turned it into a
and gave itto multiple
BRIEF
AGENCIES
![Page 6: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/6.jpg)
who all sent in their..
PITCHES
PITCHES PITCHES
PITCHES
![Page 7: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/7.jpg)
PITCHES
PITCHES PITCHES
PITCHES
and the client chose the pitch that was most
on brief (and looked prettiest)
![Page 8: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/8.jpg)
Finally... the campaign was produced for the
chosen mediums.(and everyone celebrated with a glass of
scotch, or so Madmen would have us believe)
RADIOPRINT
CREATIVE
![Page 9: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/9.jpg)
And for 60 years thats the way it worked.
![Page 10: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/10.jpg)
Why?
![Page 11: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/11.jpg)
Because the mediums...
NEVER CHANGED(the same message pumped out to
everyone through the same channels)
T.V.
RADIO
OUTDOOR
![Page 12: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/12.jpg)
This simple structure was
the foundation of the marketing
industry. The only change was the
strategy and creativity in each
campaign.
![Page 13: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/13.jpg)
T.V. RADIOPRINT OUTDOOR
CLIENT
STRATEGY
BRIEF
AGENCIES
CREATIVE
![Page 14: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/14.jpg)
This simple structure was
the foundation of the marketing
industry. The only change was the
strategy and creativity in each
campaign.
![Page 15: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/15.jpg)
T.V. RADIOPRINT OUTDOOR
CLIENT
STRATEGY
BRIEF
AGENCIES
CREATIVE
![Page 16: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/16.jpg)
This simple structure was
the foundation of the marketing
industry. The only change was the
strategy and creativity in each
campaign.
![Page 17: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/17.jpg)
T.V. RADIOPRINT OUTDOOR
CLIENT
STRATEGY
BRIEF
AGENCIES
CREATIVE
![Page 18: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/18.jpg)
This simple structure was
the foundation of the marketing
industry. The only change was the
strategy and creativity in each
campaign.
![Page 19: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/19.jpg)
T.V. RADIOPRINT OUTDOOR
CLIENT
STRATEGY
BRIEF
AGENCIES
CREATIVE
![Page 20: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/20.jpg)
So what the hell
happened?
![Page 21: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/21.jpg)
In a word....
DIGITAL
![Page 22: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/22.jpg)
Digital slowly replaced the four core pillars of the
marketing industry...
![Page 23: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/23.jpg)
T.V. RADIOPRINT OUTDOOR
CLIENT
STRATEGY
BRIEF
AGENCIES
CREATIVE
![Page 24: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/24.jpg)
Degrading the solidity of the
structure...
![Page 25: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/25.jpg)
T.V. RADIOPRINT OUTDOOR
CLIENT
STRATEGY
BRIEF
AGENCIES
CREATIVE
![Page 26: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/26.jpg)
Until the entire process..
![Page 27: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/27.jpg)
T.V. RADIOPRINT OUTDOOR
CLIENT
STRATEGY
BRIEF
AGENCIES
CREATIVE
![Page 28: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/28.jpg)
Collapsed upon itself.
T.V.
RADIO
OUTDOORCLIENT
STRATEGYBRIEF
AGENCIES
CREATIVE
![Page 29: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/29.jpg)
T.V.
RADIO
OUTDOORCLIENT
STRATEGYBRIEF
AGENCIES
CREATIVE
![Page 30: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/30.jpg)
Leaving behind an industry without a
solid spine.
T.V.
RADIO
OUTDOORCLIENT
STRATEGYBRIEF
AGENCIES
CREATIVE
![Page 31: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/31.jpg)
So what to do when your
spine has been ripped out?
![Page 32: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/32.jpg)
Build a new one, a better, faster, stonger spine!
(just like the 6 million dollar man)
![Page 33: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/33.jpg)
Build a new one, a better, faster, stonger spine!
(just like the 6 million dollar man)
![Page 34: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/34.jpg)
Beginning with client and agency
expertise...
![Page 35: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/35.jpg)
STRATEGY
BRIEF
CREATIVE
DIGITAL MEDIA PLATFORMS
CUSTOMER & BUSINESS EXPERTISE
+CLIENT AGENCY
DIGITAL & STRATEGY EXPERTISE
![Page 36: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/36.jpg)
together, formulating the
strategy...
![Page 37: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/37.jpg)
STRATEGY
BRIEF
CREATIVE
DIGITAL MEDIA PLATFORMS
CUSTOMER & BUSINESS EXPERTISE
+CLIENT AGENCY
DIGITAL & STRATEGY EXPERTISE
![Page 38: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/38.jpg)
Identifying digital
platforms...
![Page 39: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/39.jpg)
STRATEGY
BRIEF
CREATIVE
DIGITAL MEDIA PLATFORMS
CUSTOMER & BUSINESS EXPERTISE
+CLIENT AGENCY
DIGITAL & STRATEGY EXPERTISE
![Page 40: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/40.jpg)
Which enable the brief and
creative.
![Page 41: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/41.jpg)
STRATEGY
BRIEF
CREATIVE
DIGITAL MEDIA PLATFORMS
CUSTOMER & BUSINESS EXPERTISE
+CLIENT AGENCY
DIGITAL & STRATEGY EXPERTISE
![Page 42: How Marketing Used to Work](https://reader030.fdocuments.in/reader030/viewer/2022020501/568c38f11a28ab0235a09712/html5/thumbnails/42.jpg)
Continued in Chapter 2:HOW TO DEVELOP ADIGITAL STRATEGY
Send us an email through our contact pageand we will send you a copy on publication