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07.03.07
Mixing Old And New Media
 By
Geoff Simon
While successful marketing certainly has some new edgy and exciting adjectives attached to it these days-"viral," "guerilla," "mobile"-the good ol' adage, "Don't forget from where you've come" means a lot here.
Mixing it up when it comes to a powerful present-day marketing campaign means covering all ground, and looking behind you before stepping forward.
While companies like Microsoft shifting the majority of their advertising budget over to digital within the next few years, TV, print, and other traditional media will still play a prominent role in their marketing campaigns.
However, there will be a few extra seats around the table even in planning that direct-mailing, as the digital marketing team will be involved in all marketing decisions. Why? Because Microsoft knows the future of marketing-the importance of a well-linked campaign that better engages and targets their audience.
"New technology is affecting basic advertising strategies, and there is considerable confusion about what is happening in marketing communications," writes Robert Coen, senior vice-president, director of forecasting at Universal McCann. "The economic outlook for 2007 is not great, and if present cautiousness persists, the climate for U.S. advertising could get even worse…"
However, while advertising agencies may see a dark cloud looming, it doesn't mean that advertising itself is dead. In a recent report by Coen, many U.S. companies have raked in double-digit profits over the last five years, and are still in need of marketing and branding help. But the media landscape is shifting.
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Take for example, the new MTV show, Gamekillers, which was created to push the Unilever product, Axe Body Spray.
Marketing pioneers and founders of the Glue Society, Jonathan Kneebone and Gary Freedman, were hired to develop a comprehensive surround campaign, including commercials, the Web site, as well as print advertising, in addition to directing the program itself.
"The characters in the show are featured in the advertising, the art direction, and the craft of the show is in the ads," details Kevin Roddy, executive creative director at the prestigious Bartle Bogle Hegarty, New York, who worked with the Glue Society on the project. "We wanted someone…to do all of it. But we had to be careful. If at any point people felt like they were being sold to, they would shut down. If you want them to be involved with your brand for a whole hour you have to play by a different set of rules."
And the rules are constantly changing. However, it's these types of "ad-savvy, cross-media thinkers" that will most likely stay afloat if and when things get a little shaky. By not giving themselves any boundaries, they are able to ebb and flow with the demands of their clients, and ultimately deliver an efficient and relevant end result.
So does this mean these two have the market cornered even in these uncertain times? Well, nothing is certain. But you can bet if they need to, they'll look to where they've come from, to have a clearer picture of where they're going.
Comments
About the Author:
Geoff Simon is President and co-author of the Sky Search Placement Blog. He has over 10 years of experience with search, database and direct marketing as well as significant public relations experience.
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