In my last post, I talked of the coming disruption of the three way relationship between marketer, agency, and media property. Essentially it centers on the idea that marketers (who are often behind themselves) are becoming increasingly dissatisfied with the lack of digital savvy of their agencies and are now turning to media properties for strategic ideas and creative capabiliites. And these media properties are making themselves all the more ready, willing, and able to carry out the needs and wishes of the marketers.
I believe that that’s happening. But there’s still a big problem with that model. Consistent brand messaging
On a micro-level, this new way of doing things makes perfect sense. Crafting an marketing campaign tailored to the offerings of an online property could maximize the effectiveness of the campaign itself. For that media property.
But last I looked, most advertisers don’t use all their spend on one property. They’ll pick many properties in many channels. They’ll test here and there. They’ll sometimes concentrate on branding, sometimes concentrate on direct , sometimes (and the web makes this more possible, concentrate on both.
If the marketer - the company that is the end client - has to tailor each of its marketing messages to that of the publisher, chaos could result.
Publishers will need to realize this and further expand their services, sort of becoming almost full service for their advertisers. But still, this still could run into brand confusion as each publisher will owe it to their paying client to create the most effective campaign for their specific property or properties, leaving potentially different and confusing brand messages across several media properties.
Wise agencies should see this as the window of opportunity and work with publishers before they even get clients to formulate the framework for effective marketing campaigns that can perform very effectively over a cross section of properties and platforms.
2 Comments » Posted on March 6th, 2008 by Jonathan Trenn
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