In a world where advertising surrounds us, it’s increasingly important to present a creative idea as an experience. Messages need to unfold like a story, encouraging consumers to engage as if they were reading a book. Like a book, media should have a bold opening and an ending with a clear reward.
Agencies have an understanding of the buying journey and a sense of the where, when and how of consumer decision making. Integrated media should ensure the message arrives at the right stage of the journey
Integrated media should facilitate the creative idea
At its inception, advertising was all about the creative idea. It was served on TVs, on billboards, or in newspapers and magazines. With the invention of the internet, advertising got more fragmented. Agencies were required to de-construct the creative idea and re-construct it across a wider spectrum, often resulting in advertising that was disjointed. At its worst, the creative idea was completely ignored, with agencies running generic messages in channel siloes.
In recent years, great integrated media has focused on a key goal – to take the creative idea and deliver it across a range of touchpoints in a way that respects the original concept. An integrated practitioner should understand how to delicately de-construct the idea, and re-construct it in the new media world.
Our bespoke and strategic approach enables us to produce effective results for a diverse range of clients.
Planning shouldn’t be based on anything other than real consumer intent
In recent years, agencies have started to use intent modelling to inform campaign planning. The components of intent modelling are search intent, social conversation and affinity mapping. Search intent analyses the keywords people use, social conversation analyses discussion themes and affinity mapping allows the agency to highlight webs of interconnected content consumption.
Intent modelling can be used to develop overarching campaign strategy, but it can also inform specific parameters within the campaign – creative to develop and promote, keywords to buy, websites to target and competitor gaps to exploit.
The use of intent modelling almost completely negates the requirement for traditional research methods like focus groups or pen portraits. Integrated campaigns using intent to inform planning deliver, on average, 30% higher engagement and conversion rates.
This is simply because we are letting consumers anonymously tell us what they want, demonstrating behaviour in a natural and private environment – the internet.