renaissance chambara | Ged Carroll
marketing | culture | media | east asia
“I think the future of television is more fragmentation, the bundle has no more elasticity in it.” – Barry Diller.
This explains everything from ManUnited TV to the new channels that Amazon has launched as Prime add-ons in the UK and Germany yesterday. Media has been driving an increasing share of household spend over the past 15 years.
In a time of stagnating economic growth and declining incomes (in real terms) that middle won’t hold. Much of it becomes discretionary spending.
The display advertising market has moved on from where it was 20 years ago in terms of poor ad placement. Conference speakers and trainers still trot out the same story about knives and suitcase sets advertised next to to the story of a murder. The murderer had apparently stabbed their victim with a knife and put the body in a suitcase for disposal.
However you still get less extreme examples of unfortunate ad placement like this one from Under Armour.
Having been a client and an agency bod this advice from a postcard set by Mullen Lowe is advice to live by
I won’t pretend that herding all this opinions is easy – it isn’t.
I had this book on my list of to read materials as it was a proto-cyberpunk novel, and finally got past my inertia when John Markoff recommended it.
Brunner was a British science fiction writer who did his best work in the 1960s and early 1970s in this book he reflects on a connected world not too far away from the one that we live in. Despite Brunner’s roots he manages to speak with a confident American voice in his writing; something that I don’t think is a bad thing, but caused friction with his contemporaries.
The main protagonist is a hacker who has used his skills to conjure new identities and ends up starting a revolution through the creation of computer viruses and worms. Brunner is credited with introducing the concept of the modern computer worm.
His work reflects a different society to our own where our identities can be broken (if you have the skill or the money) and a new one forged – a vision 180 degrees away from what governments, advertisers and social networks want. He is on to something with The Ear – a service that audiences can contact and will be listened to in privacy and without judgement. The secular confessional it represents feels like something the world needs as a counterweight to the cognitive dissonance and connectivity-as-social-value of social networks like Facebook and SnapChat.
I recommend that readers check out Richard’s PR is at a Crossroads post. Edelman cites changes at PR agencies owned by marketing conglomerates as indicators. He thinks this due to a lack of confidence in the PR industry. There may be some truth in it; 2016 had the lowest annual growth in seven years for Edelman. As for the industry sitting at a crossroads, on the cusp of transformation. It is already being transformed.
Public relations has already crossed the Rubicon. The Rubicon crossing happened years ago. Richard noticed the signs back in April 2011:
…as PR continues to expand, encompassing digital, research, media planning and content creation, should we consider rebranding ourselves as communications firms?
At the time the question was prompted from London colleagues. Richard disagreed with the premise.
By 2012 Edelman was in the AdAge Agency A-list in the US. In March 2015, Edelman’s boiler plate changed from:
Edelman is the world’s largest public relations firm…
to
Edelman is a leading global communications marketing firm
Edelman hasn’t been a PR agency for the past 2-5 years. The transformation in the industry has been going on for at least a decade.
Why this has happened is down to six factors:
Mature research and academic thinking on effective marketing
Lets break things down a bit, some bits of PR are about the corporate parts of a company.
Corporate PR covers a large area including:
Some corporate and social responsibility actitivities could fall under PR. When we’re talking about who is responsible for organisation moral purpose /meaning. This should come from the CEO down.
Thinking about marketing communications the situation changes a lot. It depends on the sector and the audience that you are communicating to. For consumer marketing; the role that PR plays as part is a subordinated part with the marketing mix. Byron Sharp’s works How Brands Grow (parts 1&2) outline PR’s small, but intricate role with clarity.
For mature consumer brands, engagement (and by extension PR) is less important. Instead the focus would be on efficient reach and frequency of repetition. Being top of mind is more important. The only way for marketing communications-orientated PR teams to grow their billings is service expansion.
Technology-driven marketing strategy
Many business-to-business marketers are using content marketing as a key channel. The content shaped by analysis from marketing automation software.
In marketing automation, strategy is outsourced. Rules embedded in the software platform dictate approach. PR becomes a source of content to feed the machine. The idea is to determine an effective approach. Then optimise to reduce the price of engagement over time. I could write a blog post or two about the problems with this approach, but it is tangental to PR. Content creation is an opportunity for PRs, all be it one with perpetually squeezed margins.
Mature research and academic thinking on effective marketing
In B2C marketing there are large research projects on what works. These include Ehrenberg-Bass Institute and the IPA. In marketing mature consumer brands, we know that reach, frequency and recency matters. Engagement is less important. Public relations then becomes an afterthought at best. Taking an integrated media planning led approach makes sense.
There isn’t a comparable set of research for the PR industry like IPA or Ehrenberg-Bass. Outside the US public relations generally doesn’t have budgets for tools and data. Clients tend to be more action-orientated. Media agencies tend to have the best insights – which aids planning and creative.
The benefits of an integrated advertising-led approach goes back decades. Edelman cites Y&R’s ‘whole egg’ concept. Dentsu’s ‘Cross Switch Marketing’ is similar with roots going back to the 1960s. The PR industry mistook integrated thinking for a primitive view of PR practice. The reality lies somewhere between communications myopia and macro marketing thinking.
From a CMO perspective
Talent
Edelman has done a better job than most agencies in getting digital and paid media talent. I’ve worked as an in-house marketer. I have worked as a PR person. I’ve also worked in PR agencies doing digital and paid media. I now work as a strategy director in a creative ad agency and the difference is huge.
For most specialists working in a PR agency can be thankless task:
If you have capability built up in the ad agency, creative shop or media agency; use it. Publicis, WPP and Interpublic have deep expertise they can draw on. Publicis talks about this as ‘The Power of One’. It is much easier than recruiting more technical, creative and planning talent into a PR shop.
Advertising changes
As PR has changes so has advertising. There is a far greater understanding of what efficient and effective looks like. While I lament the the decline of advertising’s golden age; multichannel storytelling has improved. Advertising agencies have learned how to combine earned and paid media. Earned media is an incremental revenue increase.
By comparison creative represents a big budget bump for your PR agency. That causes the client to pause and think.
Media landscape changes
As advertising has changed so has the media landscape. The online environment is shaping out with two winners around the world. The pattern of online advertsing spend is clear. Everywhere outside China online advertising is static; only Facebook and Google see increases. In China, is is Tencent due to WeChat that wins. Sina benefits from Weibo. Baidu would have been an obvious winner due to it being a Google analogue. Instead Baidu’s earnings have been static.
This decline in media fortunes adversely affects editorial space. This impacts the efficiency of media relations. By some accounts in the UK there are now 3 PR people for every journalist. PR agencies need to expand beyond media relations. This means trying to get more involved in owned and paid media. The challenge is that advertising agencies are also in that space – extending their storytelling.
More information
PR not communications | 6am blog – yeah I called bullshit on this one. I could afford to be right; Richard had a global family business to defend
Whole Egg Theory Finally Fits The Bill For Y&R Clients: Global Agency Network Of The Year: Team Space System A Winner For Citibank, Others Set To Follow | AdvertisingAge
The Dentsu Way
I’ve been watching a lot of Curtis’ work recently. HyperNormalisation, The Mayfair Set, The Trap, The Century of the Self, Bitter Lake and Pandora’s Box.
More information
Just Adam Curtis channel on YouTube – has curated many of his documentaries.
Much of the social marketing today for consumer brand is done through what is called influencer marketing. For a number of these influencers who have a large social following, working with brand has become very lucrative. But one of the hottest tickets at the moment within communications agencies are ‘micro-influencers’; Edelman Digital lists it as a key area in Digital Trends Report . There is widely cited research by Marketly that claims there is an engagement ceiling (at least on Instagram). Once a follower count gets beyond that, engagement rates decline. This micro-influencer sweet spot is apparently 1,000 – 100,000 followers.
What are micro-influencers?
Brown & Fiorella (2013) described micro influencers
Adequately identifying prospective customers, and further segmenting them based on situations and situational factors enables us to identify the people and businesses – or technologies an channels that are closest to them in each scenario. We call these micro-influencers and see them as the business’s opportunity to exert true influence over the customer’s decision-making process as opposed to macro-influencers who simply broadcast to a wider, more general audience.
Brown & Fiorella wanted to focus on formal prospect detail capture and conversion. It sounds like an adjunct to integrating marketing automation from the likes of Hubspot and Marketo into a public relations campaign.
This approach is more likely to work in certain circumstances:
Brown & Fiorella’s thinking tends to fall down, when you deploy their approach to:
Brand preference and purchase is much more dependent on reach and repetition to build familiarity and being ‘top-of-mind’ as a product.
Most money in influence marketing is spent in the consumer space as B2B marketing tends to struggle with:
(At least outside of the US).
Brown and Fiorella are 180 degrees away from the approach of consumer marketing maven Byron Sharp and his ‘smart’ mass marketing approach. This means that PR and social agencies are often out-of-step with the thinking of marketing clients, their media planners and other agency partners.
Engagement matters less than reach or repetition of brand message for mature sectors or brands. For many consumer brands the drop off in engagement amongst macro-influencers is a non-issue, a red herring.
The only part of the engagement measure that I would be concerned about in that case would be content propagation amongst my defined target audience – how widely had it been repeatedly shared as this would affect total reach.
If the client and planner are using Sharp’s thinking then this audience would be wide, but a certain amount of the propagation would be wasted – for instance outside targeted geographies.
From the perspective of communications agencies I can understand the obsession with engagement being part of their DNA. These businesses are in the offline world are engagement agencies; whether its politicians, regulators, fashion stylists, movie set designers, editors, journalists, TV producers or DJs.
Why are micro-influencers a hot topic now?
The most obvious reason is that more popular ‘macro-influencers’ are well informed about their commercial value which has been driven up to a point where they look expensive in terms of cost, even if you charitably look at it on a ‘per follower’ basis.
On the supply side of the equation influencer representation benefit from having more ‘inventory’ that can be sold at various price points to marketers.
Challenges in influencer marketing
From a marketing perspective there are a number of issues in influencer marketing – these factors are either unknown data points or represent an issue with the brand experience
Which makes it harder to factor into an econometric model that would help justify the investment in influencer marketing as a contribution to sales.
Let’s have a look at data around a campaign for a smartphone manufacturer that has been touted as successful by the agency involved. We don’t know the cost as its likely to be client confidential.
2 million YouTube views (we don’t know how many of these were driven by advertising)
75,000 likes
13,587,159 impressions driven by 6 influencers
10,689 clicks from 90 posts
10 million impressions for the promotion of a colour variant of the smartphone model and 92,320 engaged
4.6% engagement rate (which we’re assured is 41% higher than the industry average for branded content)
What this doesn’t tell us:
Which could then be used to provide an estimate of its contributory factor to sales if you had an econometrics model. You can’t access how it works next to other tactics and there are limited outtakes for the learning marketing organisation.
Quality of brand placement
Many brands have struggled to get their brand in the influencers content in a way that:
Some luxury brands have managed to get around this by keeping control of the content; a good example of this is De Grisogono – a family-run high jewellery and luxury watch brand. They work with fashion bloggers that meet their high standards and invite them to events. (It’s obviously an oversight on their part that I haven’t had an invite yet.)
De Grisogono provides them with high-quality photography of its pieces and the event. They get the best of both worlds: influencer marketing but with a high standard of brand presentation which raises the quality of the achieved reach.
There is a school of thought that micro-influencers will be easier to manage in order to assure quality of brand placement. However, micro-influencers are likely to be aspiring macro-influencers and each will have a clear line of demarcation in their own head that they won’t cross. The reality is one of complexity dependent on:
Cost per reach
Influencers tend to talk about themselves in terms of the number of followers that they have. However many followers seldom engage with the influencers content. This happens for a number of reasons:
Followers as a data point is not the straight analogue of reach that the industry and influencers would have you believe based on how they present their data.
Reach numbers that are presented are often not that much more useful:
(Data via Golin, TapInfluence and Marriott)
Consistency of reach
So influencers may give us follower numbers or ‘total reach’ calculations but how do we know what reach their brand placement content is likely to achieve? At the moment, I don’t know how consistent influencers are, I have a ‘personal time’ data project currently in progress on it. More on that hopefully in a later post. There isn’t off-the-peg data that I know of, so I am pulling together a data set.
Message repetition
Until we understand the ‘quality of brand placement’ we wouldn’t be able to understand whether a piece of influencer content was a point of content delivery. We’d also need to know do audiences of influencer A also look at media channels or other influencers that we have in our overall media plan. There often isn’t an overall media plan and there often isn’t sufficient quality of audience data for influencers.
More information
Edelman Digital Trends Report – (PDF) makes some interesting reading
Instagram Marketing: Does Influencer Size Matter? | Markerly Blog
Influence Marketing: How to Create, Manage and Measure Brand Influencers in Social Media Marketing by Danny Brown & Sam Fiorella ISBN-13: 978-0789751041 (2013)
Facebook Zero: Considering Life After the Demise of Organic Reach
2016 has been a watershed year in the western world. Political forces that were simmering, but previously untapped manifested themselves in populist victories. Political norms that were common currency for the past two decades have been brought into question and there will be societal impacts and changes in consumer tastes.
Businesses are being buffeted by these changes. In the case of the UK; supply chains will be re-engineered over the next two years to address the country’s departure from the European economic bloc. Most companies that I have spoken to are working on the assumption of the hardest Brexit:
This presents communications teams with opportunities and challenges:
There is also a wave of change for consumer businesses. Whole categories of products – carbonated drinks, cereals and spreads are losing market share to substitute products. This is hitting the large FMCG (fast-moving consumer goods) brands including:
Consumer brands have looked to counteract this in a number of ways:
Opportunities in terms of new products that communications agencies can offer
Focus on clients based on their strategic intent if they are implementing ZBB, here’s a quick guide I did earlier this year.
Businesses have six paths to growth
Path versus agency discipline
If your client programme lies in parts of the spectrum where you won’t benefit, then as an agency you have a few choices:
A second aspect of risk analysis is brand consolidation. There is not much that an agency can do with the change in brand architecture like Coca-Cola. The clients are likely to cut costs.
A clearer source of risk will be ‘local gems’ this is a consumer brand that is only sold in one country (it may be known under a different name in other countries). These brands are likely to be closed down or sold on, particularly if they are in declining growth sectors such as margarine spreads, cereals or carbonated drinks.
If you have only started planning about looking for replacement brands in your portfolio, it may already be too late. Best case scenario is that the brand is bought by a local FMCG company.
Looking at previous brand sales like Radion washing powder as an example the acquirers will not support it with significant marketing spend. Instead, they will look to maximise their investment by mining existing brand loyalty and awareness. Depending on the product category and the target audience will depend on how fast inevitable brand decline will be.
Either way it is not a particularly attractive piece of business or large or medium-sized agencies. An incumbent agency will have to repitch for the work as it will fall outside the purview of existing contracts and business relationships.
Advertising agencies have a head start in terms of their planners having a clear grip on what Sharp’s concept of smart mass marketing means for their discipline. PR agencies need to articulate this and reflect it in their account planning. They are still struggling to get to grips with social and are championing concepts like ‘micro-influencers’; that don’t fit into Sharp’s world view. They are effectively burning client respect.
PR agencies need to think much more in terms of programme audience reach and repetition for audiences, rather than the current focus on influence.
I started to notice advertisements on prominent out-of-home placements indicating that there was ad space available in the run up to Christmas.
I guess it must be a measure of how confident businesses are feeling post-Brexit. And it doesn’t begin in earnest until next year.
This is the advert served up by Web Summit in my feed today. Web Summit are famous for their use of data analysis to drive everything from advertising to seating arrangements, you can read more about the how on a blog post that I have linked to in more information at the bottom.
I presume that I have been targeted with the ad because of my connections given the relatively sparse amount of data in my profile and posts (most of them are published by a bot based on NASA content).
Given that I work in digital, the targeting seems pretty good so far – I am not British, but lets overlook that for a moment. Instead look at the creative headline and the image below. It immediately created a dissonant feeling for me. There was no 29 images. At least half the people featured are Americans despite the ‘Meet 29 British going to Web Summit in Lisbon this November‘.
Finally 29 British attendees out of a list of 30,000 sounds a really small proportion for an event held in Lisbon – with the content delivered in English. This copy reduces any ‘social proof’ that the ad may have it in trying to get me to attend.
Data is great at creative targeting, particularly through seeing network patterns which otherwise wouldn’t be apparent. Where it tends to fall down is in creative utilising the data.
More information
Engineering Serendipity: The Story of Web Summit’s Growth | Web Summit Blog
Ok lets ignore for a moment the divisive nature of the current leadership battle. Or a membership that is fractured between a self-destructive underclass, a squeezed public sector and a despised metropolitan elite.
The thing that struck me about the hustings were not the words but the visual design. This wasn’t the socialist red that we saw from Kinnock onwards, but a dirty pink.
There was a union jack at the back that would have made more sense at a Conservative party conference. The politics of Labour are confused, but not half as confused as current visual presentation.
Generally I find politics a bit too grubby and dirty for this blog and have only touched it when I absolutely, positively didn’t have a choice.
On June 23, 2016 the UK goes to the polls to vote on whether the country should stay in or leave the European Union.
Over the next few days I will be writing two posts (this is the first one). The first of which is about how it has all been presented. The second post will be a guide for my non-UK based friends on what the hell it all means.
Political marketing generally isn’t the most amazing work, though there have been iconic campaigns. Given the momentous decision ahead of voters you would think that there would be a creative advertising campaign.
The US has led the way in iconic political campaigns. My favourites being the ‘Daisy’ ad used by Lyndon B. Johnson against Barry Goldwater.
Ronald Reagan’s ‘It’s morning in America again’ which is curiously soothing yet exceptionally emotive
Barack Obama’s simple messages of ‘Hope’, ‘Change You Can Believe In’ and ‘Yes We Can’ together with a focus on repetition and reach brought out the vote in his favour.
The UK has come up with good campaigns too; the Saatchi brothers ‘Britain Isn’t Working’ that helped get Margaret Thatcher the first time around. Ironically the poster doesn’t contain real unemployed people, but 20 Conservative party members shot over and over again to create the ‘conga line’.
It is such an iconic poster that the Labour party still has to jump over the hurdle of proving it wrong 30 years after its publication.
By comparison Vote In’s adverts lack… creativity and any sort of emotion to pull the audience in. It is like they are selling machine parts to procurement professionals, not a life-changing decision.
Ryanair’s campaign discounted flights for expats to come back to the UK and vote to remain has more engaging creative. WTF.
Vote Leave isn’t much better. Let’s start off with their domain strategy ‘voteleavetakecontrol.org’ – Google’s Adwords team must have been rubbing their hands with joy. For a campaign the ideal URL would have been voteleave.co.uk (which is a rick roll link) or brexit.com. According to redirect on brexit.com
www.Brexit.com & www.Brexit.co.uk were offered to the various national Out campaign groups for no charge.
After no contact was offered in response it is now up for sale.
£3500
School boy error. If you look at their content, they have managed to latch on to emotive themes, but the production values of the material look as it has been done by Dave in Doncaster who does wedding videos on the weekend.
And as we have less than a week to go to the polls the quality of the marketing isn’t likely to get any better.
In fact, the best piece of advertising for either side that I have seen was in Whitechapel. It is simple, snappy, emotive and likely done by an art student given the lack of declaration of campaign affiliation (i.e. a call to action to visit strongerin.co.uk or a claim that it was done on behalf of ‘Stronger In’ or ‘The In Campaign Limited’).
One last thought to ponder in this post
WPP in particular has a reputation for hiring marketing talent from political campaigns, and these people are sold on to clients as fresh thinkers and doers for their brands. Positive examples of this would be Obama campaign veterans Thomas Gensemer and Amy Gershkoff, or my old colleague Pat Ford who worked on Ronald Reagan’s campaign.
There will be marketers getting jobs with serious salaries on the back of this work and the designer of ‘Brits Don’t Quit’ will be working in an intern farm somewhere if they’re lucky. Life just isn’t fair.
More Information
Campaign on Labour Isn’t Working.
Ryanair’s EU referendum ad investigated by police | The Guardian – it might be illegal, but at least it has a pulse.
Thomas Gensemer LinkedIn profile
Amy Gershkoff LinkedIn profile
Patrick Ford LinkedIn profile
I managed to get hold of some data about the 10 most shared sites on Facebook and it made some interesting graphs. From a media perspective Facebook has become less social.
For the past year or so there has been a steady decline in the amount of content shared.
This is even more striking when I compared it with 12 months of data from January 2014 to January 2015.
This partly explains media’s push into other channels like SnapChat, especially given that Twitter has hit a natural ceiling in its subscriber base.
Secondly there has been a big push into video content, particularly live video content. Video is more expensive to produce, yet monetisation is difficult. Viewability of video ads is lower than display ads.
Ad fraud or ‘invalid traffic’ is higher on video advertising inventory solid via programmatic platforms – which are the hot new thing. Both of which are issues of concern to marketers and publishers alike.
Mary Meeker’s annual presentation on internet trends is a tradition within the technology sector. Here is the latest iteration for 2016