subject: Marketing and Advertising [print this page] Marketing and Advertising Marketing and Advertising
Traditional media sources still play a vital part in the strategy of marketing and advertising agencies, particularly in communicating with the veteran and baby boomer generations. Old habits die hard! Conversely, new media and social media are vital in reaching Gen X and Gen Y.
However, the challenge for marketing and advertising agencies is to realize that these broad demographics don't provide a clear cut dividing line. All generations are subject to some degree of influence by all media. Niche markets based on social status or activities can span every generation, and therefore targeting them cannot and should not be based solely on generational data. Selecting the right media mix and communication outlets for such niches is based more on lifestyle than birth date. Are they active? Tech savvy? Tech phobic? Understanding their behavior as it relates to how they get their information is critical to the marketing and advertising agency in developing a communication strategy.
Beyond selecting the right mix of media outlets to communicate with potential customers, a marketing and advertising agency has to give ample attention to the message, and the style of communication. We are witnessing massive changes in consumer attitude with regard to lifestyle and their perception of success. The smart marketing and advertising agency recognizes this and tailors the message to fit the times. Material wealth and simply "having more stuff" are out; prudent judgment and more fulfilling life experiences are in. Simply selling products isn't enough; building emotional connections and positive relationships with consumers is the driving force today.
That being the case, a marketing and advertising agency must focus on how to communicate the right message to the consumer, how to engage them where they are, rather than just "talk at them". It's not just a matter of what is said, but how. Despite all the media resources that bombard our society today, people still want genuine communicationwith each other, and with companies and products they embrace. This is where the marketing and advertising agency must give strong consideration to how it represents the overall brand of the product or company.
At the company level, brand identity today is more than just a slogan attached to a logo. It must portray the attitude and outlook of that corporate entity. Is the company an environmental pioneer; a traditionalist with a proud heritage; a cutting edge innovator in technology? The marketing and advertising agency must first identify the essence of a company's brand, and then build strategies for communicating that essence through the right channels.
At the product or service level, branding is equally important, but can tend to be more problem/solution-oriented. Have a dirty floor? Our product will make it shine like no other. Want to look younger? Our product offers younger looking results faster than any other. This problem/solution aspect, however, is only half the battle. The marketing and advertising agency must ensure that the branding of the product itself is in concert with the solution it offers. For example, consumers who place great value on how they look will, consciously or otherwise, more quickly gravitate to a product that "looks good," too. Whereas a product whose "solution" is unclogging your drain, must be branded by the marketing and advertising agency as "tough, industrial or otherwise invincible."
Today's marketing and advertising agency has more resources and avenues at its beck and call for communication than ever before. Add to that mix a more diverse global population that spans four generations of consumers, and the marketing and advertising agency faces both a great opportunity and a unique challenge.
