April 10, 2014

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Article

Advertising and Marketing

Discussion moderated by Paul Dishman, Ph.D., chair of Utah Valley University’s Woodbury School of Business.

April 10, 2014


Today’s ever-changing media world has posed many opportunities and challenges to the advertising and marketing industry. Area experts discuss how they are revamping their methods to keep their work relevant and impactful to a diverse audience.

Participants:

Back Row: David Mink, Avalaunch Media; David Blain, Saxton Home Advertising; Chris Thomas, Intrepid; Erik Sorenson, Sorenson Advertising; Kelly Shelton, Boostability; Adam Chase, Chase Marketing; Patrick O’Donnell, YESCO Outdoor Media; Matt Horlacher, Holland & Hart

Front Row: Chuck Penna, Penna Powers Brian Haynes; Ted Roxbury, CLEARLINK; Gina Girardi, Utah Ad Federation; Pauline Ploquin, Struck; Kim Jones, Vérité; Lance Black, Eli Kirk; John Youngren, Love Communications; Scott Rockwood, Richter7; Paul Dishman, UVU Woodbury School of Business

Seated: Erni Armstrong, Freestyle Marketing Group; Cathie DeNaughel, R&R Partners; Dave Thomas, ThomasArts; Lori Feld, MRM/McCann


Our industry has gone through a major transformation in the last 15 years—from traditional media to e-media and now mobile. How are you responding to all this change?      

D. THOMAS: There is no such thing as mobile. There is no such thing as traditional. There is no such thing as digital. It has all become one. The more that we think about it as siloed, the weaker we are.

The fact of the matter is that clients are trying to reach their audiences in any way that they receive their entertainment and information. If you don’t have a really good idea and the ability to execute that across literally every platform, then you are going to be left behind a bit. Nimble companies that have the ability to do most or all of what we are talking about have a big advantage today, because companies are looking for unsiloed speed. I don’t think there’s anything special about mobile.  

JONES: I have been living in mobile. The whole purpose of our firm is to remain at the forefront from a technical and implementation standpoint. In my opinion, it’s not an easy juncture. It’s been challenging. Native development has worked best. It is not the quickest development. There’s lots of quick and dirty tools supposedly out there.

It’s such a huge question when you are talking about implementation because now you’re starting to look at how do you do content management? How do you make your database relevant? Clients sit around—and I’m strictly talking implementation—and they have got a plan, they have got a campaign, whatever it is. But they are off on the sidelines and they are not tailoring their content, getting their database ready, understanding mobile and what it really means to the consumer and what you can reasonably convey on that platform.

So in my mind, it takes a close look at content, your existing site—is it responsive, is it not—your database integration, and the tools—and realizing that most likely if you’re going to develop for Android and I0S you are going to be developing everything.

PLOQUIN: We do want to have an integrated experience with the consumer. What’s been exciting about it, though it’s been a pain in the butt, is that we really have to focus on the user experience. It’s shifting how we do strategy, how we do creative, how we think about our programs.

It’s like we have to think holistically about every consumer touch point. And it’s difficult for us as agencies to stretch ourselves all the way from traditional advertising to a user experience as they are on the go and really thinking about that whole path. It’s been challenging, I’m being honest, whether it’s the implementation on the technology side or how we think about the solution to our client’s problem. It is changing.

ROCKWOOD: The real driving force here is social media and connecting with one another. It just happens that the phone is becoming the hub for that. So it’s not the idea of a phone or even a smartphone. It’s the idea of socialization that is actually turning the smartphone into the hub device of what’s happening. But the ramification of that is if some other device starts to do a better job of socialization, it will become the hub.

Like a watch.

ROCKWOOD: Like a watch. There are a lot of devices out there that are tech driven. I have no idea what the future will bring other than, based on the past, it’s likely to change.

So mobile is the hot buzz right now, but it’s the hot buzz because of its connection to social. Social is the real buzz. It’s the connection between how do you use social to build databases and communicate on a one-to-one basis that is the real future of our business.

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