CCMC:
Task 7
“Why
use Media Agencies?”
Find
answers to:
LO1:
What are the tasks of media agencies?
LO2:
When is it useful to use media agencies, and when isn’t it?
LO3:
Media habits of consumers.
-
How
do these habits differ between countries/cultures?
-
How
adjust to these habits?
Keywords:
Earned, owned and paid media. Big data. Media decision criteria.
0. “What is a media agency?
A media agency makes sure a marketing message appeals to consumers,
appears in the right place, at the right time and that the advertiser pays the
best possible price.” (MediaCom)
First
media agencies were used to buy cheaper advertising space (previously
advertising agencies had been responsible for that = media buying). Later their
tasks were expanded, there was added the planning component and the
understanding of the customer behaviour.
Today
it is the centre of effective communication, with its insight media agencies
can well-directed influence the customers to change their buying behaviours and
help their clients to maximise the impact of their marketing messages
(MediaCom).
The
task of media agencies is called media
planning. They have more opportunities to acquire cheap advertising space –
as they require a huge amount – so they can offer better conditions to customers.
Media agencies have more know-how,
therefore they can see better if a campaign could work or not. Additional they
know about the different media, how to best use them and which one to choose or combine to make a successful campaign.
Research
is also a main task of media agencies. They have to know, how much people (of the target group) can be reached through using which media.
Funny:
Other
questions to consider are for example:
-
How
often, with what frequency should be
advertised?
-
How
much budget do we have?
-
How
much costs which kind of media?
-
Where
the budget is spent best? (Which
media has the best price-performance-ratio for reaching the certain goal)
In
detail, the tasks for planning and executing programmes and campaigns are:
1.
Strategic
intent: should correspond to strategic goals, and corporate communication
strategy
2.
Define
communication objectives: different programmes for the different stakeholders,
objectives should be SMART (specific, measurable, achievable/actionable,
realistic and timely)
3.
Identify
and prioritize target audiences: segment on which will be focused
4.
Identify
themed message(s): core message
5.
Develop
message styles: a unit style, how to communicate to stakeholder
6.
Develop
a media strategy:
-
Reach
and over target audience
-
Match
of media and message
-
Used
media of competitors
-
Ability
of media to enable dialogue and interaction
7.
Prepare
the budget: for the media itself, specialists, consultants, evaluation
EXAMPLE:
Orange
– campaign for supporting the launch
Mobilephone
provider
Startet
from nothing in 1994 to 39.7 billion € in 2000
Hat
two big competitors (Vodafone and Cellnet) with 10 years experience and market
dominance
Launch
campaign, positioning formulated by the communication team:
‘There will come a time when all
people will have their own personal number that goes with them wherever they
are so that there are no barriers to communication; a wire-free future in which
you call people, not places, and where everyone will benefit from the advances
of technology. The Future is Brifht. The Future is Orange.’
The
campaign was extremely successful and even received media awards and helped the
company to get market shares and capital, with witch it was possible to enter
into the international market.
Two
years after the launch, Orange PLC could go public.
Why
do campaigns fail:
-
overpromising
things
-
not
enough targeted messages
à
misinterpretation or ignorance (Cornelissen 2011, pages 106-114).
(Campaign,
URL)
1)
setting media objectives in light of marketing and advertising objectives,
2)
developing a media strategy for implementing media objectives,
3)
designing media tactics for realizing media strategy, and
4)
proposing procedures for evaluating the effectiveness of the media plan. “
+ PRO +
|
‘- CON -
|
No
experience in advertising
|
Own
experienced advertising department
|
No
free capacity of advertising employees
|
Free
capacity of employees is given
|
Budget
available
|
No
budget
|
Share
of risk
|
Can
take responsibility of mistakes on their own
|
Accountability
|
|
Focus
|
|
Analysis
|
|
Technology
|
|
Team
|
Expertise
An
agency will be able to demonstrate current and historical social media
campaigns they have worked on as well as sharing case studies and testimonials
of previous work. In certain cases an agency will have created a white paper or
commissioned research into a specific sector of social media to demonstrate
their level of understanding.
Accountability
Any
good agency will be accountable for what they do and keep you aware of
progress, potential pitfalls and more importantly, uplifts in your campaign.
Focus
Dedicated
to your needs. A good agency will be working toward achieving your goals that
will have been clarified prior to the campaign. The agency will have also managed
your expectations so you know what to realistically expect.
Analysis
OK,
so were tracking but how do you make sense of the data? Your agency should be
able to create the information you need in the format you need it and in a time
cycle you want it. There’s nothing worse if you’re a marketer and in amongst
everything else you have to pull off a ton of data and make sense of it. Get an
agency!
Technology
Your
agency should be au fait with the latest tracking and analytics technology.
From Google Analytics to high end, in-depth tools, the information gleaned from
this analysis can sometimes be worth a campaign on its own – knowledge is
power.
Team
When
you buy into an agency, you buy into a collective power house of individuals
and experience that world cost a small fortune to have at your beck and call
internally. The team also includes you (Digital Clarity)
What
companies are searching when they hire Media Agencies, is:
Experience
Client List – current partners
Case Studies – from former clients/research
Testimonials
References
Studies or White Papers
Who are principles of the company – Are
they respected individuals?
(Blog.forrester.com)
I.
How
do these habits differ between countries/cultures?
II.
How
adjust to these habits?
I. "How
do these habits differ between countries/cultures?"
First
of all, there is a huge difference, between countries. In western/modern
countries, it is very common, that even younger people already have mobile
devices like mobile phones, tablets, laptops etc. Therefore it makes a huge
difference, how to communicate with people and target groups from different
countries.
If
countries are more modern, it is easier to reach them via modern media like
internet, apps, social media etc. People tend to read more online newspapers
instead of the printed format. Therefore advertising in printed media could be
useless. In the modern world and especially within a few years, even older
people will use the internet. (For example, today it is something special, if
my grandmother knows how to write a short message, an e-mail or how to skype –
and I’m really proud to can say that J. In let’s say 10 to 20 years, it
will be totally normal, as most of the “today business people” do already use
their mobile devices for daily business.
Also
the level of education has a lot to do with it. When speaking of today’s
business men, we should also think of the today’s craftsmen or housewives. I
don’t want to make disparaging comments or make prejudices, but if you don’t
use internet in your daily work, the chances are higher, that you don’t use
them in your spare time.
So
generally speaking, we can say, that in ‘modern’ countries it is more likely to
reach people via modern technology, modern media whereas in ‘poorer’ countries,
companies will have to stick to the ‘classical’ media to reach them.
Also
the communication to different target group varies due to demographic etc.
differences:
Younger
people à
social media, internet
Older
people à
internet, newspaper, classical media
Lower
income à
classical media
Higher
income à
internet, newspaper, also classical
Etc.
Teens
and young adults:
(Think
with google)
II. "How
to adjust to these habits?"
Research,
research, research!
Try
to be one step ahead and observe the market, the competitors and possible
changes in consumer behaviour. Follow the trends.
SOURCES:
Mediacom,
URL: http://www.mediacom.com/en/what-we-do/our-industry/media-agencies/what-is-a-media-agency.aspx, last accessed 10 November 2014
Digital
Clarity, URL: http://digital-clarity.com/the-importance-of-using-an-agency-when-deploying-social-media/, last accessed 11 November 2014
Pew
Research, Internet Project, URL: http://www.pewinternet.org/2010/08/27/older-adults-and-social-media/, last accessed 11 November 2014
PICTURES/GRAPHS:
Radar
– research and consultancy for the travel industry, URL: http://www.dipsticksresearch.com/
radar/clients.htm,
last accessed 10 November 2014
Blog.forrester.com,
URL: http://www.mediacom.com/en/what-we-do/our-industry/media-agencies/
what-is-a-media-agency.aspx, last accessed 10 November 2014
Think
with google, URL: https://www.thinkwithgoogle.com/infographics/the-media-habits-of-teens-and-young-adults.html, last accessed 11 November 2014
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