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How Traditional Campaigns Have Changed
FREQUENCY
REACH
MESSAGE
MESSAGE
REACH
FREQUENCYNUMBER OF TIMES THE AD IS SEEN
PLACED IN FRONT OF A TARGETED AUDIENCE
THE SINGLE IDEA THE VIEWER IS LEFT WITH
You gotta win two outta three.
Frequency
Reach
Message
Apple 1984 Super Bowl commercial
Frequency
Reach
Message
Bad local commercials
Frequency
Reach
Message
Viral content
*2014 Razorfish Report
VALUE EXCHANGEIf I’m going to spend time with your brand, then there better be a payoff for me.
Frequency
Touch an emotion or give me a useful tool.
Reach
CONTEXTIf you haven’t considered the channel where you’re serving me your ad, you run the risk of disappointing me.
(anti-branding)
Can I watch it on my phone?
Can I interact with it (print/billboards/direct mail) using my phone?
Message
ENGAGEMENTIf your content isn’t relevant to me, why should I pay attention?
“People don’t read ads. They read what interests them. And sometimes it’s an ad.”
- Howard Gossage
This is why Content Marketing is gobbling up more marketing budgets. High-value content (value exchange) in a native environment (context) is more relevant (or engaging).
It’s why Experience Marketing is growing so fast. Digital and real-world experiences that are easily shared are more trustworthy, creating deeper engagement.
Frequency
Reach
Message
What this means to you.
*2014 Razorfish Report
@JohnstonMike4MikeJohnston
COMING SOON
How Digital Marketing Changed Advertising StrategiesPart Four: Integrated Campaigns
