Why you should shift media investment to your owned platforms
Have you ever considered using some of your media spend to invest in your owned platforms? With advertising spends continually increasing in Australia, we often forget that the next place consumers visit is likely your website or mobile application, writes Tom O’Neil.
There is more competition for consumer attention than ever. Getting cut-through is becoming difficult and brands will face even more challenges if their online platforms are not up to scratch.
Consumers are becoming more demanding and expect perfection, including from your website, mobile application, product, and service. This isn’t news to many brands, but how many are actually doing anything about it?
Whilst a website may not be the right medium for all products and services, for a large number of brands including e-commerce websites, the experience has to be seamless.
Although Blue449 seems to shovel Tourism New Zealand’s money into Plista which is owned by GroupM. A bit of a contradiction.
If it’s a channel delivering results for the client, why does it matter who owns it? It’s not like Blue 449 is the one benefiting from Plista, unlike IPG with Cadreom, Group M with Xaxis.. so what is the contradiction here?
can the contradiction be any clearer when reading an article titled ‘why you should shift media investment to your OWNED platforms’?
Sound to me like an agency once again talking the talk but being unable to walk it very well.
Should you be wasting your time on Mumbrella M? We’ve a mission to finish.
Meet me in the laboratory 007, I want to demonstrate my new laser watch before the mission
This is why i love our industry
007 come back to bed and break my heart
This is a case by case basis for clients, and many have different audiences and different environments. What is needed for Tourism New Zealand might be very different from what is required for a life insurance brand.
I would like to believe that agencies don’t operate on a ‘one size fits all’ basis, and can offer different solutions for different challenges.
You do realise that this is a statement about shifting “some” ATL budgets to owned media. Not a statement saying 100% of Blue billings is advised into SEO and DEX… please tell me you got that from the article.. “Damn you Blue 449 for saying this and spending 20th Century Fox money on TV!!”, dude come on…
Digital experience manager says invest more in digital experience.
Barber says you need a haircut
Comments on article
The puffiest of all puff pieces
Much like the comment here…
So true. Most would agree that customer experience is the new battleground for marketers and brands should focus on what they can control, first. There’s no point in spending all this cash to drive eyeballs to your assets if they’re not optimised to convert.
Owned. Earned. Paid. Shared. In that order.
You wouldn’t have a physical store without inventory that required customers to climb through a window to get in. Your digital presence shouldn’t be any different. It’s why we believe so readily in using the Growth Driven Design methodology. Work out what your users are doing, then optimise to maximise actions.
I hate to do this on your comment trying to pump up your digital credentials but the link to your website isn’t working
“Sounds great, love the thinking! Here’s $6.50 to make it happen. Now, let’s use the rest of our budget 12 figure budget to create a TVC and support it with radio.” – 80% of the Aus marketing industry
Ha. Spot on. Who needs data quantification and a better user experience when I can get taken out to the MCG in a box seat and a boozy lunch every quarter..