Connection planning has some problems
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A couple of years ago I did a presentation on connection planning and much of that thinking still has value. But some of the tenets of connection planning are now challenged by changes in marketing practice and strategy in the business to consumer space.
The focus on user engagement has been affected by three things:
- Social platforms have been moving their business model and interactions towards traditional brand advertising models. Social networks like Facebook and Twitter are structuring their algorithms and advertising closer towards the reach and repetition model of traditional broadcast advertising. TV advertising dollars are what social platforms are chasing, rather than going after Google
- Consumer brands, particularly from publicly listed mature players are facing business pressures from the threat of private equity ownership that would look to sweat the assets at the expense of longer term brand performance. No one is immune to this, not even Nestle that was thought to be protected due to Swiss regulations. This has led to a resurgence zero-based budgeting that is locked in focus on return on investment over a shorter time period. From a communications planning perspective there are no sacred cows, no guaranteed longer campaign story arcs or brand engagements as spend has to be justified from a clean slate each year
- Most marketing spend tends to be around existing products, often in mature markets. New products run a high risk of failure. New products in new categories are generally the province of start-up graveyards – we remember the few successes rather than the legion of failures. Marketing thinking for mature brands in mature sectors (so most FMCG categories and established brands). This change has been driven by research financed by FMCG companies including Coca-Cola, Mars, Kraft and Kelloggs at the Ehrensberg-Bass Institute for Marketing Science. Ehrensberg-Bass’ Byron Sharp book ‘How brands grow‘ is the talisman for these marketers and their agency side media planners
The shorter focus of consumer marketers makes it much harder to build a brand culture that sticks like Red Bull has managed to do. Flow of storytelling becomes less important than reach and stream of repetition.