April 10, 2014

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Advertising and Marketing

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

April 10, 2014

YOUNGREN: The challenge is just keeping up in terms of technology, message, client expectations, our capabilities. I have a client I won’t name that just now technologically is able to redeem Facebook offers. They have just now reached that point. We still educate clients on what social media is.      

DeNAUGHEL: It varies so much. There are clients that don’t know what a hash tag is, and then there are those that understand it so much that they are building their internal teams to publish that content and push the social.      

BLACK: To your “eyeballs” question, what’s the next Instagram, I don’t know that we know. But it is going to be where clients feel empowered, where customers or consumers feel empowered. We have clients in the travel and tourism business and Travelocity is everything. Travelocity is where the consumer can rate the experience at the hotel, or the vacation destination. And it scares a lot of people because the consumer is so empowered. Yet the very fact that the consumer is empowered is why they are able to draw eyeballs.

So our clients are having to change from saying, “I hope somebody doesn’t say something bad on Travelocity,” to saying, “We are going to embrace it and post signs outside of our walls and say, ‘If you had a great experience, tell Travelocity.’” So the consumer has driven the companies to make changes to embrace consumer-driven opinions.

SORENSON: We have to be ready to respond to that. Because what’s the next Instagram? The consumer is going to define what the next Instagram is and we have to be ready to jump on that social channel when it arrives.

Talking about the importance of content, one of the things that is happening is we now have the ability to access real-time data that we never had before. We can launch a campaign with what we believe is relevant content and immediately get feedback as to response rates and analytics—did it really truly affect the consumer? The data available is unprecedented, and we didn’t have that 20, 30 years ago other than through core research.

PENNA: From a higher level we are crossing the chasm. You have the traditional marketing, depending on your client and how they feel about it, and then the digital marketing. A lot of the things that made a legacy brand in the past are not working in the digital space. So clients are all going at a different pace as they cross that chasm. And it’s our job to help them with that.        

How are you monitoring what’s the next Instagram? I’ve heard of people taking their 12-year-old daughter’s phone and looking at the apps to see what they are, and making decisions based on that. What do you do?

PLOQUIN: We did an experiment with Vine for Jack-in-the-Box this year, and I don’t know how we got to Vine. I think one of the guys in the creative team thought about it. So some of it is having, on your creative team and your strategy team, people who are of that generation. And it works for Jack-in-the-Box because their target audience is Millennials and their brand is fun and irreverent.

Is that the next big platform? I don’t know. We are looking at the splintering of all of these channels and some consumers are going to engage more with a certain platform. There’s a huge migration happening with Instagram because it’s so easy and fun.

D. THOMAS: Trying to outguess it is like betting on a horse, right? You don’t know which one is going to win. But you can make a mistake by thinking too narrowly and trying to outguess what it is, rather than thinking of it as part of a funnel. We think of it as mass advertising, which would be magazine, television, radio, whatever. The top of the funnel that starts to drive people with interest.

In 1954, the CEO of Sears and Roebucks said, “If only people could watch my ad while they were in my store.” Now they are watching it with four screens, and they are in your store before the ad ends. And not only are they in the store through URL and search, they are in your store while the TV spot is on. They are looking at the print ad. And not only are they in the store through search, they are socially asking what other people think about the products in your store, before the ad is over.

That’s why it all works together. You are driving mass and moving people down the purchase chain through social—heavily through social—but also more than ever through search engines.     

Pat, you are in the traditional media, signage. But your business has had to morph, right? How do you feel you have to take advantage of social media and electronic media to service the clients that you work with?

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