Branding in 2013

The New Year has dawned bringing with it a flurry of new resolutions and predictions, and this is not any different in the advertising and marketing world.

There has long been a shift towards digital marketing rather than traditional marketing, however 2013 may see a return back to the basics where traditional marketing will play a bigger role. Integrated marketing looks at using several marketing channels, be it digital or traditional, in co-ordination to spread a unified message. With an audience whose attention is being increasingly fragmented among multiple devices such as laptops, PC, mobiles & tablets, it is important that marketers utilise all the information they have about their customers to help target them better. 

This is where 'Big Data' steps in. Big Data aims to collect any information about customers from multiple sources, including social media, to track their behaviour, interests, friends, connections, what they search for, their buying behaviour etc to paint a complete picture of the customer. However this has to be implemented and utilised successfully by marketers to prevent it from becoming just another industry buzz word. Big Data is very useful in understanding customer behaviour and is not only restricted to digital marketing but can be used in traditional marketing as well to target them based on their social behaviour, such as where they shop, eat and socialize with their friends. In targeting customers in all areas there is an increasing chance of the message being sent across and received. 

However customers as well are becoming quite clever with the latest in marketing techniques and have a refined understanding of their own value. They know the price marketers are willing to pay and won't come cheap. Instead more browsers are offering a service to increase privacy options while online, so while marketers want to find out more customers want to reveal less, and the battle goes on.

And the new year would not be complete without the mantra of MOBILE, MOBILE, MOBILE. 

Mobile is the future, where customers want to carry all their information with them on the move, so mobile and tablets, usually synced with their laptops through could sharing services, is the future. People are constantly connected bringing increasing opportunities for targeting. It is an essential and integral feature which cannot be missed. So to re-iterate the main trends for marketing in 2013 are:

• The convergence of Digital & Traditional Marketing
• Big Data
• Customer Control
• Mobile
• Integrated Advertising

Ref: 'Branding in 2013: Convergence, Content, Gaming, Big Data and other trends' by Barry Silverstein for Brand Channel

What is integrated advertising?

So what is Integrated Advertising?

The advertising landscape is changing. Previously all advertising was one way where the message was broadcasted to the consumers. Changing technology and the development of the internet have led to new mediums through which advertisers can target consumers. Digital marketing activities have a more focused approach where different consumers can be targeted directly and strategically. Consumers also have the ability to generate free advertising through social media. But while there are pros to new mediums, it also has its cons. With so many new channels, consumers have become adept at multi-tasking usually using multiple devices at the same time, therefore there is no guarantee of an ad being viewed by the consumers. Attention is divided which also has an affect on the overall remembrance of the ad.

So what is the solution? Integrated Advertising which is basically "combining several media channels and tools under one big idea to produce a greater experience for the consumer". In doing so by using multiple channels to showcase the same message, it is not only has a higher chance of being viewed but it reinforces the message for the consumer.

Saatchi & Saatchi have put together this lovely little video to demonstrate the entire concept. Obviously the question of where an agency fits in to the entire process is questioned but as Saatchi & Saatchi state the agency is the navigator who makes sure the message and delivery is consistent across all channels.

While it is certainly possible for a company to launch an integrated campaign in-house they may not always have the resource to do so, so therefore with a little bit of education, humor and fear Saatchi & Saatchi make the case for an agency.