BMF’s Head Of Digital: “Digital’s In Disarray And Now’s Our Chance!”

BMF’s Head Of Digital: “Digital’s In Disarray And Now’s Our Chance!”
SHARE
THIS



In this guest post, BMF’s head of digital and direct strategy, Irina Hayward (pictured below), argues digital’s eating itself once again, but amid the chaos there’s a chance to enact real, meaningful change…

The age-old debate of traditional marketing versus digital communication has reared its head again, and it continues to have an adversarial flavour – as an industry we’re still thinking in terms of ‘versus’ not ‘and’.

Irina Hayward

 

Facebook’s last shock wave behind the accuracy of their video view calculations, and the recent debacle on over-inflated video streaming numbers measured by AC Neilsen haven’t helped.

This has resulted in digital channels suffering a setback in terms of trust, and those with an interest in traditional marketing and advertising channels have been quick to point out these flaws in measurement, reach and general effectiveness.

Add YouTube’s recent move to kill their 30-second un-skippable ads, and Google penalising intrusive mobile pop-ups, and the idea of digital-first marketing appears erratic and ominous; how can brands ensure they achieve cut-through when platforms and formats are changing so frequently?

Moving to full colour

Despite my beliefs in the effectiveness of digital channels, it seems defensive to focus on proving stand-alone worth for one or another channel in a world where we should measure the sum of the parts of a campaign.

The question should be, why does it have to be either or? Do we want to engage in a fight for supremacy across communications channels? Black versus white?

For me, it should be about blending the two. Less black and white, more full colour.

With metrics that help convey the interrelationship between traditional and digital channels, old and new media can be friendly bedfellows and work harder to achieve results for media dollars, advancing the cause of thinking holistically about channel marketing.

While Facebook’s decision to be audited externally by Neilsen is actually a positive move, hopefully we can all move past measuring isolated soft metrics such as impressions and views, and stop relying on just one creative or one channel to do all the heavy lifting. We need to get beyond that, quickly.

The new metrics of success

With the number of devices increasing per household, (currently there’s an average of 6.4 screens per household, most of which are internet-capable), it’s clear that consumers are watching their favourite programs where, when and how they want, often moving from one device to another.

So advertising today is more about audience engagement and participation, measured through video completion rates and click throughs. Many channels contribute, and measuring this interconnected landscape is thankfully getting easier. It’s no longer just about the number of people who see your ads but all the touch points that precede and follow.

Equally important is the story telling, the narrative that helps drive traffic to site, the online experience, the digital targeting and retargeting, and the conversion levels behind it, as well as the key role of social and CRM in driving retention, engagement and ultimately, brand loyalty.

That might sound like a whole lot of media jargon. But we need to take time to understand how that chain reaction works.   

Multichannel Christmas magic

I was lucky to judge last year’s APG Strategy Awards, where the most recent LEGO campaign was a great example of channel integration.

To help stand out during the already saturated Christmas retail period, LEGO inspired families to transform the star on their Christmas tree. Every channel was customised to immerse families into a deeper experience, with every touch point unique and specific to the medium used. This included online and newspaper instructions, star building workshops, competitions, interactive outdoor and online display, and social engagement. A TV commercial featuring the winning Christmas stars from families across Australia was the apex of the campaign.

Not only did the integrated campaign tug at the heart strings around a family Christmas, but it focused on maximising the complete range of owned, earned and bought channels to help drive success.

No longer do we create or measure in silos. Creative and media must work side by side. I see this as a brand response communications model, blending both emotional and rational drivers, and ‘uniting’ data, strategy, creative and media for brand, direct response and always-on environments.

We’ve only just started to scratch the surface of multi-channel and cross-device attribution. So let’s not make this a debate on simple soft metrics or a single media approach. It’s never that black and white. Let’s live in a world of full colour.

 

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]