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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : July August 2008
FUT URE W ATCH Brands are bankingon content medium of tele visio n wha t was cool, what was in, what was not in, because that was the only window they had into the world. That has completely changed now.” And Stefan Olander, Nike’s global director for brand connections says: “We want to find a way to enhance the experience and services, rather than looking for a way to interrupt people from getting to where they want to go. How can we provide a ser vic e that the con sume r goes, ‘Wow, you really made this easier for me’?” And Nike is not alone in wanting to make it easier for consumers . Brands like Nike that have been built on advertising are now turning to content to build experiences for consumers because they’ve worked out that content drives revenue. Mattel for instanc e is breathing new life into it s Barbie brand by providing valuable content and a safe community for little g irls at Barbiegirls.com The community provides girls t he o pportunity to create a highly personalised avatar to use throughout the virtual world, design their own rooms, shop with virtual currency, play games, watch videos and have online chats with other girls in the community. The site has been a monumental Advertising clutter is the single biggest problem with marketing today. Advertising is inescapable, but that also means less effective, says Mark Ashley-Wilson [above], head of interactive at Three Drunk Monkeys, Sydney. He argues consumers want content - and provides several examples of major worldwide brands willing to oblige. ADVERTISING CLUTTER is the single biggest p roblem wi th ma rke ting today. Adv ertising is inescapable, but th at also means l ess e ffective. People are increasingly fed up with advertising in every way, shape and form. TV c omme rcials ar en’t watched, banner ads are blocked or ignored, sp am f ilters bl ock y our most recent mailing campaign. Consumers don’t want to be sold. But they do want to buy things and they d o want in formation, advice, comparisons and com ment about these things. As such they value rel- evant information. They value con- tent. And they will seek it out. Of co urse the te rm ‘con tent’ is fa st becom ing the u mbr ella t o describe the ent ire marketing effort or prog ram. But t oo ma ny ma r- keters assume that their brand mes- sages are content. But they are not. Not valuable content at any rate. Content is not about up loading your la test TVC up on Y ouTube and w ai tin g f or it to go viral. Believe me, it won’t. C onsumers have become increasingly savvy and 12 CAMP AI GN B RIEF empowered in the ch oice s t hey make, putting less and less faith in tr adi tion al mark et ing and sales effort s. So as trad itio nal d isplay advertising and media channels lose their charm and effectiveness, much of a company’s marketing efforts will need to focus on engaging the consumer and provide the stuff they ne ed to make inf ormed buying decisions. And the stuff they need is general- ly great content. And hence, why brands are start - ing to embrace content creat ion, and mark eti ng str at eg ies t hat engage their customers whe re they like to hang out. As John B at tel le, chai rman of Federated Media Publishing s ays: “..adding value to a c ustomer’s life through marketing will be seen as a necessity as opposed t o an e xperi- ment. This is the log ical ex tension of the s earch marketing revol ution to all forms o f ma rk et ing , w ell beyond direct response and the ful- filment of declared intent.” Inde ed a r ecent Forr est er Research Report called ‘Consumers want Content’ recommends ma r- keters must move thoughtfully into the content arena. But as the report says: “While brand s may b enefit from rich content, they don’t neces- sarily have to create it themselves. Marke ters must decide whether they want to create thei r own c on- tent, or integrate with e xisting con- tent.” And the availability of rich original content will c ertainly help with that decision. Of course Nike+ has be en a trail- bl aze r in thi s con tent cr eat ion arena. Nike executives are reported as saying that much of the compa- ny’s future advertising spending will take the form of services fo r c on- sumers, like workout advice, online communities and local sports com- petitions. As Joaquin Hidalgo, vice president for global brand marketing at Nike was quoted in the New York Times last year: “We don’t aut omatically think about televi sion an ymor e. There was a time when brands like Nike could tel l kids t hrou gh t he success and has helped keep the Barbie brand alive and kicking for at least another generation of little girls. Indeed such is the value that its customers place on the content that Bar bi eg irls.com has seen incredible growth with tens of thou- sands o f new signup s coming in from around the world. And for grown up girls, Unilever’s Dove wants wome n to come to them fir st for i nformati on an d advice on he alth and beauty. Their new online community offers enter- tainmen t, blogs, the compan y’s original programming, advice from a doctor on skin care and product advertising. Pepsi-Cola North America is also banking o n conten t for its latest beverage l ine, Tava. I nstead of going down the tried and tested for- mula of splashy TV and print ads to build awareness, Pepsi is aiming to create more of a n emotiona l con- nection with consumers at tava.com by offering valuable content in the form of downloadable songs from emerging musicians and news on cultural and arts events in cities across the US. With content driving revenue, all these examples show brands are tr eat ing con sumer s wi th mor e respect - placing real value in ma r- keting, not simply delivering mar- keting messages to sell something. Af ter all , consumers are more than just eyeballs today and mar- keters need to treat them as such. JU L Y /AUGU ST 2 0 08
May June 2008