Ad Insider - Jan08

Communicating communications communicatively

There are far too many conversations in marcoms land that speak separately about integrated campaigns and 'new media'. It's almost like the challenges that once existed, to break down the barriers and get advertising disciplines to work together, are back again. Too many people are comfortable with knowing how their 'integrated campaigns' are working, but the 'new media'...

Well, that's another matter!

At a theoretical level, most people understand the need to embrace internet mediums and they are aware that consumers in their droves are making product decisions based on internet research and communications.

But herein we also realise that 'the experience economy' is also growing at a rapid rate, where people's tangible contact with a brand also accounts for a big slice of their product purchasing decisions. The 'Netizens' of this world are the same people that want the product in their hands, or in front of their eyes for that critical reality check.

So, which is the right way to go for people who stir the communications mix?

The evergreen rules of integration still apply across all new communications channels whether they are online, traditional, experiential, word of mouth, etc. To maximise marketing resources, it is key for marketing teams to work at a strategic level that is neutral to marketing disciplines and does not favour advertising over PR, or direct mail over blogging, promotion over live events - the scenarios are many.

The task at hand is to create demand. We are living in a world where consumers increasingly do not want to hear from us, but have an instant attraction to products and experiences of relevance, to which they will pay great attention and later pay to own.

CEOs know that to grow their businesses' top lines, they have to create demand for their brands. The critical role of marketing communications is to create that demand centered on the brand promise and its relevance to people.

There are three types of brand demand for marketers to consider. The first already exists - it's the steady interest in the brand that creates the current sales results and probably moves up and down depending on levels of marketing communications support. The other two demands are 'latent demand' and 'new demand'. Latent demand is pent up or overlooked demand that stems from consumers' unmet needs or wants. New demand comes from fresh thinking that harnesses trends, occasions or emerging needs to bring new sales success in this fast-moving consumer world.

Creating demand requires this strategic level approach to brand communications that envelopes all forms of communication and stresses the need for all communications channels to be regarded as equal at the outset. I am not saying we should use all forms of communications, just that the brand promise and the idea that communicates this promise must be able to work across all forms of communications. There should be no discussion that separates 'integrated marketing' and 'new media'.

Modern marketers know they cannot just shout and people will listen. They must engage, cajole and seduce their target markets through communications channels that carry an idea and bring it to life with a creative execution no matter what channel they are using.

Mark Ingrouille

CEO, Singapore and Thailand region director, SE Asia

McCann Worldgroup