Next-Gen Marketing and Advertising

A Treatise on Messaging and Society Today

The Genesis of the Social Intelligence Architect

and the

Advent of the Integrated Media Services Organization (IMSO)

Which Comes First; the Consumer or the Marketplace? …………………….. The Origin of Today’s Market …………………………………………………... Forward to the Past or Back to the Future? ……………………………………. Welcome the Social Intelligence Architect ……………………………………… The Advent of the Integrated Media Services Organization (IMSO)…………. The Mess-Age is not the Medium ………………………………………………... A Horse of a Different Color: Ethics-wise ………………………………………..

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table of contents

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Presented by ASTRALCOM Spring 2009

Which comes first; the consumer or the marketplace?

It’s really a philosophical question and depending on which piece of the pie you own, the answers will vary.

Ask any marketing, advertising or public relations profes-

sional and you’ll arrive at different answers on exactly where

selling to the consumer starts. Some say that it starts with

marketing. Others answer that it starts with advertising or

public relations. Yet others believe that it all starts with the consumer.

Which is the right answer?

Is the consumer actually the starting place of commerce? Or, are the marketing and advertising agencies and

the corporations and governments that employ them actually the starting place? The success of many busi-

nesses largely depends upon how this question is answered.

In fact, does the public dictate what kinds of “things” it wants or, are these “things” merely ostensible

choices architected by advertising and marketing companies on behalf of their clients?

Since the dawn of commerce, advertising, marketing and public relations have been employed in some form

or another. According to research, it wasn’t until near the height of the Industrial Revolution that these prac-

tices became bona-fide professions in American society – as we know them today.

But, as we will see, marketing, advertising and all the myriad sub-genres of mass-communication and mes-

saging are in themselves evolving things. They should be, if they expect to keep in-synch with consumer de-

mands – or should that be shaping consumer choices?

1. Which Comes First; the Consumer or the Marketplace?

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“The success of many businesses

largely depends upon how this

question is answered.”

In order to entertain a new perspective on this subject, it is necessary for us to define public relations, adver-

tising and marketing clearly and to present a short history/timeline of these fields so that, it in the end, a new

concept in delivery of these services can be clearly demonstrated.

Often, these terms depend on the vernacular

being used and whichever forté is in fashion at

the time. Sometimes apparently indiscernible

differences between terms like marketing and

advertising (as far as the public’s perception of

these terms goes) adds to the confusion and

misunderstandings of these areas of expertise. For the purposes of this discussion, these terms are clarified

as follows:

• Public Relations - the practice of managing the flow of information between an organization and

its publics.

• Marketing - the promotion of products, especially advertising and branding.

• Advertising - a form of communication that typically attempts to persuade potential customers to

purchase or to consume a particular brand of product or service.

With a basic understanding of these areas of expertise, our journey begins in the 1920’s and 30’s with Ed-

ward Bernays and the advent of Public Relations, which, for the Industrial Age participants was practically a

necessity. Then came the acceptance of Neil Borden’s Marketing Matrix concept in the 50’s. The creative

revolution in Advertising was largely attributed to Bill Bernbach in the 60’s and 70’s – as advertising competi-

tion was increasing and the Information Age was beginning. This was followed by a shift from company-

driven economics to customer-driven economics and thus, Leonard Berry’s Relationship Marketing early in

the 80’s and Regis McKenna’s book of the same name later that decade. In the 90’s we saw further refine-

ments to this shift in Don Peppers’ and Martha Rogers’ One-to-One Marketing theory. Finally, we arrive at

the new century and the proliferation of mass media and social networks with Emanuel Rosen’s work on

Word-of-Mouth and Viral Marketing.

So, in summary, it looks like this:

• Public Relations in the 20,s, 30’s and 40’s

• Advertising in the 50’s, 60’s and 70’s

• Marketing in the 80’s, 90’s and 00’s What then is next?

2. The Origin of Today’s Market

“- Public Relations in the 20,s, 30’s and 40’s

- Advertising in the 50’s, 60’s and 70’s

- Marketing in the 80’s, 90’s and 00’s

What then is next?”

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To begin to conceptualize a possible next evolutionary step in this field, it is necessary to briefly explore and define some fairly new fields of expertise relative to social understanding, group dynamics and messaging in the marketplace: Social Awareness or Collective Consciousness - refers to the shared beliefs and moral attitudes which operate as a unifying force within society. Social Intelligence - the ability to understand and manage men and women, boys and girls, to act wisely in human relations. Social cognition - the study of how people process social information, especially its encoding, storage, re-trieval, and application to social situations. Emotional Intelligence - the ability to monitor one's own and others' feelings and emotions, to discriminate among them and to use this information to guide one's thinking and actions. From these definitions we can see that understanding and working (successfully) within the collective con-sciousness of society takes more than just snappy graphics and witty copy. By their definitions, all of these terms are somewhat similar in that they all define some ability to understand and/or manage one's own and/or others' emotions and/or actions. Intelligence has a dual meaning for the purpose of this discussion:

1. An umbrella term used to describe a property of the mind that encompasses many related abilities, such as the capacities to reason, to plan, to solve problems, to think abstractly, to comprehend ideas, to use language, and to learn.

2. The product of evaluated information, valued for its currency and relevance rather than its detail or accuracy —in contrast with "data" which typically refers to precise or particular information, or "fact," which typically refers to verified information. Sometimes called "active data" or "active intelligence", these typically regard the current plans, decisions, and actions of people, as these may have urgency or may otherwise be considered "valuable" from the point of view of the intelligence-gathering or-ganization.

Stay with me because we are going to define a new critical role in society, a sort of interpreter of the market-place. So, if we can combine all of these terms into a succinct definition, it may look something like this:

This combined definition actually gives us a peek into the future of marketing and advertising because, from this description, we gain a new perspective on how important this aspect of social awareness is to the inte-grated success of businesses and society as a whole. This new definition also serves as a description of what could be seen as an eminently important role within society, as it relates to facilitating acceptance and awareness of ideas, products and services within the marketplace. What would someone who provided this level of expertise be called? An Engineer? An Advocate? A Counselor? An Architect (person who plans, devises or contrives the achievement of a desired result).

3. Forward to the Past or Back to the Future?

“A new critical role in society,

a sort of interpreter of the

marketplace.”

“The study of how people process social information in order to understand and/or manage one's own and/or others' feelings and emotions and the ability to use this intelligence to guide one's own and/or others' thinking, feeling and actions in human relations and social situations.”

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It makes sense if you think about it: An area of expertise that creates a synthesis from the social intelligence of a given market, segment or demographic thesis and from a company’s product or service antithesis. In fact, in the advertising agencies of yesteryear, psychoanalysts and psychiatrists of various specialties were often em-ployed to help decipher the “wants” of the consumer market. Though, that’s not necessarily what is happening today in mass communications. What really goes on at an ad agency or marketing firm today? There are several parts to the marketing and/or advertising pie (advertising, press, marketing, branding, etc) and the prevailing view of this conglomeration of services is often represented graphically as a spider chart; wherein the client sits in the middle and the different marketing and advertising services “orbit” around the client: Usually, depending on the client’s budget, specific services are faceted together and fitted to the perceived

market-need. This “fitting” into the market-need is a zero sum game because companies are continually playing catch-up with their competi-tion and with the market. In the end, nobody really wins. Marketing messages lose their power, advertising campaigns require longer and more costly runs, the public is distrustful and wary of advertising and the overall market softens. Especially in today’s marketplace, where there are more ways than ever to disseminate messages – and it’s more difficult than at previous times to “get the message through” – it takes a broad knowledge of strate-gies and fair understanding of tactics to devise, plan and implement a

successful messaging campaign. It all starts with Social Intelligence. While the basic tenets of reaching consumers hearts and minds has largely remained the same, the multitude of channels by which to reach them has mushroomed this last decade: where we now have print, radio, web, hand-held devices, video games and a myriad of other platforms by which to reach consumers of every imagin-able demographic. With the explosion in media platforms and advertising/marketing channels comes the re-lated growth in people who provide messaging in these fields. With such rapid growth, the barrier to entry to these avenues of messaging drops and a sort of “reverse-gentrification” occurs within the industry. The result is the prolific and duplicitous messaging seen now in the marketplace. Obviously, this is of little practical busi-ness value and even serves to build more consumer resistance and less confidence, thus increasing the length of any messaging campaign overall. As we stand at the dawn of a new era in economics, social awareness and environmentalism, we must recog-nize the shifts within the hearts and minds of the public – and how the dynamics of the marketplace will change the face of the consumer from <I> to <We>.

4. Welcome the Social Intelligence Architect

“We must recognize the shifts

within the hearts and minds of

the public – and how the dy-

namics of the marketplace will

change the face of the con-

sumer from <I> to <We>”

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Generation We is here and the way marketers and advertisers communicate is already evolving. This shift from <I> to <We> is an important change for our society: It redefines the opinions, beliefs and ac-tions of consumers. With evolutionary change like this, new, improved and/or different methods of messag-ing and communicating with the marketplace – with consumers – are born of necessity. If this is true, then the time for a new approach to advertising and marketing has certainly arrived. A proper linear pathway must exist when developing a strategy for selling a product or service today. A syn-tax of thesis, antithesis and synthesis (the juxtaposition of contrasting ideas in a balanced way) that ensures the efficacy of the creation and delivery of marketing, advertising and other communications services within the business and consumer marketplace. This linear pathway consists of 5 essential elements. We’ve clarified two of these elements (marketing and advertising) previously and we “redefined” Social Intelligence already. To this, we add two critical compo-nents: The press and the public, or consumers. These are clarified as follows:

• Press - the section of the mass media that focuses on presenting current news to the public.

• Consumers - individuals or households that use goods and services generated within the economy. Otherwise known as the public.

Bearing that in mind, consider the following 5-part linear service delivery pathway: This pathway instructs that a strategy begins with Social Intelligence and works its way toward the public. In starting the strategy here, a complete understanding at this level of public opinion/awareness and rooted desires is developed to facilitate a more precise understanding and subsequent packaging of “critical” ele-ments to be used in the tactical dissemination of message distribution. This tactical dissemination is subse-quently achieved through various techniques subordinate to each of the marketing, advertising and press specialties. For example, starting with a Social Intelligence perspective, a product/service and all of its implications, at-tributes, target demographic and benefits – in other words, due diligence – would be analyzed and under-stood. From this, Social Intelligence would architect a theme that was in-line with the company’s product, the economic climate and target demographic. This theme would utilize a strategy would include online and offline tactics designed to connect with consumers based on cultivated consent engineered previously via marketing, advertising and press tactics. After proper due diligence, a distinct tone can be set and molded into public opinion. After all, where does the public get their opinion but from what ad agencies and the like tell them? So, in this process, Social Intelligence actually sets the stage and all the messaging/marketing and creatives/advertising come from that tone, theme or set stage.

5. The Advent of the Integrated Media Services Organization (IMSO)

“The time for a new approach to

advertising and marketing has

certainly arrived.”

Social Intelligence Marketing Advertising Press People/Consumers

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Here is a plausible very basic example using this Integrated Media Services Delivery concept: Our mini-example will demonstrate a socially intelligent application of a pre-purchase strategy of a market-

ing and advertising campaign for a nationally reputable new home builder faced with a 40% decrease in sales due to the current economic circumstances. How does one sell homes in a depressed economy where layoffs are mounting, credit is tight and home prices are falling? To see the value in this approach, we’ll need to break down the sales cycle process a bit here. Most typical sales cycles are comprised of phases:

1. Pre-purchase Phase 2. Purchase Phase 3. Post-purchase Phase

In turn, these phases are comprised of micro-sets of actions and/or psychological objectives, such as:

1. Pre-purchase Phase – building awareness, knowledge and consideration in your target audience 2. Purchase Phase – the actual transaction between you and your target audience/consumer 3. Post-purchase Phase – building satisfaction, loyalty and advocacy in your customers

Knowing which tools, media channels, micro-actions and strategies to apply accordingly is the expertise of the Social Intelligence Architect. Here is a plausible basic example of a pre-purchase phase of a sales cycle strategy using the Social Intelligence and Integrated Media Services Delivery concept. This strategy is devised to connect targeted consumers with the company’s product via specific messaging that leverages a main intellectual theme, supporting emotive sub-themes and the predetermined demographic attributes of our target consumers:

Intelligence Strategy Tactics Implementation

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5. The Advent of the Integrated Media Services Organization (IMSO) (cont)

Intelligence: Completed Social Intelligence research included the typical demographic perspective but also necessitated a deeper understanding of the shifting priorities within this targeted demographic segment as well as within the economy. Creating a message that connected on a fundamental level with the overall demographic and also influenced the individual target consumer was deemed imperative to the success of the initial message. Facts and figures play an important role in specific social intelligence strategies like this one and the ability to access and properly use this type of information is the essence of successful Social In-telligence and messaging overall. Social Intelligence research indicated that this specific demographic – as it relates to the new home builder – has strong financial concerns; issues with market trust; concerns about the environment and an overriding sense of tenuousness about the future. These core concerns and the unique attributes about this target con-sumer are built into an overall theme and supporting sub-themes; from initial brand awareness efforts down-the-line on through personalized individual communications. Therefore, this pre-purchase effort (building awareness, knowledge and consideration) calls for an overall strategy with an intellectual proposition and supportive emotional sub-themes appealing to consumers’ minds and hearts, to be implemented by means of specific messaging strategies and relational advertising tactics delivered to the public via media (Print, Internet, TV, Radio, etc). Strategy: In support of the strategy’s overall theme identified thru Social Intelligence, messaging concepts were created that leveraged the main intellectual theme and supporting emotive sub-themes, thus bonding at deeper, psycho-social levels within target consumers’ thought processes.

• Intellectual Economic Proposition: Home Economics 101 (contrast/decoy) • Emotional Trust Appeal: Trust through Assurance and Dependability (distributed trust

thru brand recognition) • Intellectual Value Appeal: Go Green. Save Green (demonstrating value) • Emotional/Intellectual Proposition and Call-to-Action: Invest in You (vividness, cogni-

tive/deductive reasoning conclusion) Once solidified, these individual elements are blended into a marketing pathway and are now ready for “tactics and implementation.” Tactics: Advertising seeks to take the elements of the messaging strategy and package them for the con-sumer market based on – and in support of – the emotive/intellectual themes, market research and target demographic attributes. Marketing concepts to help frame the theme are created, multi-layer messaging statements, driven by predetermined (socially intelligent) target demographic attributes, are integrated and media relationships are tapped for the benefit of the strategy. For new market releases, industry leaders, press contacts and consumer groups can be provided with advance information and encouraged to commu-nicate the product’s benefits to its members in advance of general public knowledge.

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5. The Advent of the Integrated Media Services Organization (IMSO) (cont)

• In the above graphic, the “Home Economics 101” message was created to connect with potential

new home buyers on a basic level: The actual print message uses contrast and decoy techniques to

instill a sense of Opportunity + Affordability + Market Timing by simply “doing the math” to see

the positive outcome (another contrast technique that is supported by the economic climate). The

actual print piece points to a website that enables consumers to enter figures unique to them and

the website then calculates the comparative savings on-screen. By “doing the math” themselves,

they are clearly shown the immediate financial benefit of acting now.

• In the “Build Trust” message, we present with an emotional appeal that leverages the previous in-

tellectual proposition. While the initial message makes intellectual, logical and financial sense to the

consumer, how do they know they can trust the builder with one of the biggest purchases of their

lives? Especially in this economy.

• By demonstrating a sense of ‘distributed” trust via the use of the builder’s partners and supply

chain elements and by demonstrating via web-based video the quality workmanship of their prod-

uct, the builder is able to create a sense of trust and dependability with the consumer through

these additionally recognized brands as an extension of themselves and their products: The New

Home.

• Using facts and figures as mentioned previously helps to “Demonstrate Value” with a tertiary intel-

lectual appeal that builds on the previous two already integrated appeals. Demonstrating the eco-

friendly, economical and ecological aspects of the builder’s product creates yet another rapport-

point within the consumer’s mindset. Couching these values in a truthful “Green” manner also

serves to link-up with specific attributes of the target demographic.

• “Invest in You” builds on the previous understandings the consumer has acquired with an inte-

grated, dual cognitive and emotional proposition and culminates with a clear deductive call-to-

action. This results in the consumer deciding to search for the home they are ready to buy which,

subsequently, delivers that consumer’s info, along with the home search results into an integrated

CRM system for complete sales cycle cultivation. From the consumers’ perspective, they are deliv-

ered on-screen and in email the details of their customized search.

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5. The Advent of the Integrated Media Services Organization (IMSO) (cont)

Implementation: Once advertising has created the final-form messaging and once the tactics have been de-cided on and the various channels of message distribution have been arranged, implementation really amounts to the timed-release of each of the channels or mediums selected. It’s almost like flipping switches: One medium or channel tactic is implemented and then another one or a set of tactics follows in succession until all channels and distributions are in-play. This orchestration is important in coordinating the most effec-tive campaign possible and in building awareness, public opinion and consumer critical mass. In the example model we have been using, a fundamental main theme was established: The economic bene-fits of owning a new home in society today vs. any other time in history. The subsequent 3 supportive themes dealt with trust, dependability, environmental favor and personal assurance in the future/with the purchase. These 4 themes were then developed into print adverts, website landing pathways with interactive and en-gaging features, rich emails and a host of other extensible uses that engaged the consumer at each touch-point and subsequent post-click pathway. The actual website (microsite) implementation follows the same linear pathway as all of our efforts and looks like this:

Or, looking at it from another perspective:

Remembering that this demonstration merely deals with a specific pre-purchase strategy, one can easily see that a comprehensive market strategy includes multiple layers of well-thought-out smaller elements* that be-gin with the consumer (through social intelligence) and end with the consumer (via sales).

Intellectual Proposition Emotional Appeal Intellectual Appeal Call-to-Action

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5. The Advent of the Integrated Media Services Organization (IMSO) (cont)

Contrast/Decoy Distributed Trust Demonstrate Value Cognitive/Deductive Reasoning Conclusion

*See “Market Dominance Methodology” on ‘molecules of marketing’ - ASTRALCOM

“A medium affects the society in which it plays a role not only by the content delivered over the medium,

but by the characteristics of the medium itself.” - Marshall MacLuhan

With more mediums than Marshall MacLuhan could shake a stick at today, “the average American is exposed

to about 3000 advertising messages a day, and globally, corporations spend over $620 billion each year to

make their products seem desirable and to get us to buy them.”

Throughout socio-economic history we hear a lot about the industrial age; the information age. The age of

enlightenment. Well, this is the Mess-Age. Look at where we are now, economically speaking, as a result of

the onslaught of meaningless messaging related to the self-

interests of hyper-capitalism, wherein the creed of “profits

rule” has made a mockery of the customer-is-king adage. Con-

sumers have gone beyond their means, companies and institu-

tions are scrambling to regain their place in the market and individuals aren't "buying" any of it.

A market of, for and by the people? Not unless it starts with Social Intelligence.

It’s time for new thinkers, new marketers and new advertisers to create new and more effective ways of mes-

saging that are meaningful and that serve the consumer as much as the businesses and entities that the mes-

sages are about. It’s nearly an oxymoron, isn’t it?

Well, in the old way of thinking, it can be seen that way because consumers were milled for every conceiv-

able product, gadget and service known as advertisers and marketers sold them things that appealed to

their egos rather than their sensibilities. Anything that alluded to delivering the "not you" - the self that con-

sumers wished they could be (or thought they could buy) - was the marketplace modus operandi. No longer.

Can it be, then, that the real task is saying something meaningful within the message?

6. The Mess-Age is not the Medium

“A market of, for and by the

people? Not unless it starts with

Social Intelligence”

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As the social fabric of our society moves more toward a group-centric structure; wherein the axiom of “united we stand, divided we fall” is the prevailing attitude, governments and businesses will largely fail in the face of this rising public tide unless they come to terms with effectively being able to reach the public at-large and on a seemingly individual basis. To drive this point to finality, consider if individuals adopted a consumer doctrine that would keep businesses and govern-ments on-task to deliver meaningful messages about “things” that truly fulfill the needs of the market and of a more robust society; messages that in some form connect with consumers’ needs to achieve their economic security, health and happi-ness. The New Consumer Doctrine

By the power vested in we; we the consumers hereby proclaim accountability for our decisions and actions as consumers and thereby are solely responsible for our destinies and exercise the control thereof unto our own means.

With a new mandate put forth from individuals, banded together for a specific outcome – in this case more intelligent messaging that helps facilitate the fulfillment of consumers’ demands for security, growth and well-being – businesses and governments will be held to task. Those that fail will be brushed aside and re-placed by those that can meet the demands of the new consumers. Likewise, if governments and businesses adopted a new doctrine of messaging wherein messaging and sym-bolism related to the sales of goods and services were elevated to the point of enabling the public to ad-vance beyond the age-old concerns of security, prosperity and health, a sustainable marketplace with brighter consumers and a more resolute society would emerge. The New Messaging Doctrine

By the power vested in we; we the messengers hereby proclaim accountability for our statements and actions and thereby assume responsibility for creating and disseminating messages of value and meaning such that the messages we create seek to fulfill the holistic needs of the market-place.

It’s high-time for the new market to emerge. The companies, agencies, governments and other purveyors of messaging that understand the importance and arrival of the new consumer – and foster a meaningful connection with them – will forge deeper, multi-dimensional relationships for a greater and more profitable good. The economy demands it; the people demand it and it’s the natural evolution of-course. The Social Intelli-gence Architect already knows this and understands the importance and value of the New Consumer and New Messaging Doctrines in way that helps brings together the symbiotic elements within society’s market-place today and for tomorrow.

7. A Horse of a Different Color: Ethics-wise

“The purveyors of messaging

that understand the importance

and arrival of the new consumer

will forge deeper, multi-

dimensional relationships for a

greater and more profitable

good .”

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