“Marketing communication has become more complex”
As the market moves to convergence, elements that combine to make successful marketing communications have become specialist-driven, says Ruth Stubbs
We live in a world where everything is converging. Digital technology is creating more media, more devices on which to consume that media and greater interconnection between those devices – bringing convergence between technology, consumers and content, with more and more business being done online.
Agencies are looking for new ways to connect with consumers, while consumers are drawn to and interact with brands in new ways, through media that is more searchable, social, mobile, addressable and transactional. “In such a scenario, agencies must move to a new way of working with brands,” remarked Ruth Stubbs¸ CEO, iProspect and Digital Media Aegis Media Asia Pacific.
The new media landscape is changing as the market moves to convergence. The elements that combine to make successful marketing communications have become more complex and more specialist-driven. At the same time, because of the interconnectedness and interdependence of an increasingly convergent world, all those complex specialist elements need to work together.
Although the social media ecosystem continues to develop and is going forward at a speed that creates increasing risks and challenges, there are also opportunities galore for market participants. As a result, the social landscape portrays a multifarious picture. Social is only one part of the overall media mix, but it is rapidly influencing the agenda of how companies function.
Talking about the product ecosystem, which varies from product to product and goes easily with media ecosystems, Stubbs said, “Each product has its own media ecosystem and currently, we use digital media to create a bridge between experiences. The way we use media is more important than ever before.”
According to her, a holistic strategy is needed to design an ecosystem of communications for a brand that brings together the needs and wants of consumers with the desired actions of the brand in both the physical and screen world.
There has to be specialist execution of each element of the ecosystem from media, search, the web or an event, Stubbs said. At the same time, integrated delivery of each element needs to work together seamlessly at and between every point of contact and engagement with the consumer.
Ruth Stubbs was sharing her views on the topic ‘Reinventing the way brands are built’ at the ad:tech conference, which was held in Gurgaon on February 21, 2013.
