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Riaan Kriel

Monique Leech's profile on Bizcommunity

Digital Junkie, data geek, avid traveller
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Monique Leech commented on Digital doesn't change anything
Such an interesting topic, especially since our agency conducts a multitude of digital ad/marketing tests globally and I wish sometimes clients could understand that fundamentally (regardless of what platform you advertise in - be it TV or a Fanpage on facebook) it all comes down to one thing: consumers own your brand. Not the other way around.

Understanding which platform to chose is important, but ultimately the message you convey (is almost more important. it is about offering some sort of relevant meaningful difference. If you are not relevant to consumers needs (AKA Ice to Eskimos) and you are not seen to be meaningfully different, it is VERY likely that you will simply fade into the plethora of copycat and me too brands, being traded at peril on morbid category generics like price.

I think, adding to Andre’s point, that digital (like any other marketing platform) needs to work towards driving this meaningful difference. Yes there are hundreds of digital avenues to explore, but there are also hundreds of below the line and more conventional above the lines channels to consider too. The most successful and long term brand building marketing campaigns, have been where media planners/buyers, creative’s and marketing execs all understand the core fundamental positing of what makes their brands relevant, meaningful and different and then work towards driving these key messages consistently across all platforms. Being part of the next digital trend might actually NOT be the right way for your brand to go! Dare I say it? Maybe I will bold and declare that not every brand actually belongs on facebook *shock horror*.

Here are a few articles from Millward Brown, which I think are really helpful in steering marketing teams towards creating brands consumers love (and in the end positively effecting the bottom line – after all we need to keep the share holders happy, or we will all be out of work):

Not just different, but meaningfully different;
http://www.millwardbrown.com/Libraries/MB_POV_Downloads/MillwardBrown_POV_Meaningfully_Different.sflb.ashx

An excerpt from the book How Brands Grow by Professor Byron Sharp:
http://www.millwardbrown.com/Libraries/MB_POV_Downloads/MillwardBrown_POV_Brand_Differentiation.sflb.ashx

Digital SOV is important! But Effective Share of Voice is key.
http://www.millwardbrown.com/Libraries/MB_POV_Downloads/MillwardBrown_POV_Digital_Share.sflb.ashx

Social Media: Fans and followers and an “end” not a “means”
http://www.millwardbrown.com/Insights/PointsOfView/Default/SocialMediaFansAndFollowers/SocialMediaFansAndFollowers-Page1.aspx
Posted 10 months ago | Like

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