Advanced Marketing Communications Lecture 7 - Media Landscape The process? 1. Identify - who is the target audience? Interests and behaviours 2. Think - How are we going to engage with them? What type of media for the 12-month period? 3. Plan - In 12-months are we going to repeat/sequence/combination of different media's 4. Activate - Pulsing / continuous media - can make recommendations here for the future 5. Analyse - Metrics - how we will measure our data 6. Optimise - once analysed, we form a strategy that will take us forward MARKETING LOOP: THE CONTENT MARKETING CYCLE NEVER ENDS Prove value Ensure satisfaction Guide research Decision Renew Interest £ Adopt Attention Onboard Maximise value Reveal new insight Deliver on promises This emphasises a continuous journey - new customers or customers we have already. The model above is better to use than the AIDA model as with AIDA the target market may identify TPS at different points. They will not necessarily start with A (awareness)
Interactive Media - ad formats Online/mobile ads Banner ad - different sizes / colours. What makes it distinctive to competitors. Think of brand recall Behavioural targeting - looking at search history, where can we put the banner ads? Microsites - site that is linked to the main frame / used to create awareness of TPS Online ads Rich-media ads Banner ads Behavioural targeting Interactive ads Native ads Microsites Pop-ups The form and nature of native advertising Form Native ads match the visual design of the experience they live within, and look and feel like natural content Thumbnail Images and Platform logos Subject Image Subject Image xxxx Subject Image xxxx Subject Image xxxx Subject xxxxxx Image xxxx Xxxxxxxx< xxxx xxxxxx & xxxxxx xxxxxx Headline Brand Function Native ads behaw consistently with the native user experience, and function just like natural content
The players in a platform Ecosystem CREATORS OF THE PLATFORM'S OFFERINGS (FOR EXAMPLE, APPS ON ANDROID) BUYERS OR USERS OF THE OFFERINGS PRODUCERS CONSUMERS VALUE AND DATA EXCHANGE AND FEEDBACK INTERFACES FOR THE PLATFORM (MOBILE DEVICES ARE PROVIDERS ON ANDROID) PROVIDERS OWNER PLATFORM CONTROLLER OF PLATFORM IP AND ARBITER OF WHO MAY PARTICIPATE AND IN WHAT WAYS (GOOGLE OWNS ANDROID) in 200tf - five dominant mobile phone manufacturers (Sony Ericson, Nokia, Samsung, Motorola, LG) they all had 90% of the market and all had competitive advantage. Apple entered market and had 4% share of the market. Digital Advertising Trends in 2020 · Where marketing technology meets advertising technology - sync the 2 together. Some form of mobile app. . Rise of visual formats - can these formats that TPS has already (e.g. in brand guidelines) which of these can be transferred digitally? · Mobile at the forefront of digital advertising - 5G - Increase in speed and quicker internet access - We need to embed 5g in the future - allows communication between different devices (laptop to mobile) Consumer experience will be embedded in this. It's the future of the World and so we