Revolutionary Measures

Digital – is Don Draper worried?

Don Draper
Image via Wikipedia

As every marketing textbook will tell you there are five main promotional tools when it comes to reaching your customer – advertising, public relations, direct marketing, personal selling and sales promotion and all have distinct advantages (and pitfalls).

In the real world, outside the textbooks, a hierarchy has developed, certainly when it comes to big brands and their campaigns. Advertising is king, taking the largest share of budgets, driving the ideas and generally providing Mad Men-style glamour. PR has always been the poor relation, while direct mail and sales promotion have been relegated to the bottom of the list, seen as mechanical methods of distributing content. Salespeople rarely see themselves as a promotional tool so have headed off on their own outside marketing’s control.

As in many industries, the advent of the web disrupted this cosy status quo, but the model pretty much survived. Web and email were put into the direct marketing category and ad agencies continued to receive fat cheques for their work.

But there are now real signs that the world is changing – it isn’t a command and control model anymore. We’re not watching TV (or TV ads) as much (as a recent Deloitte report pointed out most people now have hard drive recorders) and new digital channels, like social media, are much more about conversations and content, not just slick one-way ideas. Adland is worried about losing control – bringing in PR people for their content skills, investing in swish digital agencies and generally reinventing themselves through new services. The question is – can they change fast enough or will savvy PR agencies step up to the mark? Time will tell, but if the PR industry fails to skill up it risks missing out on a once in a lifetime opportunity to lead integrated marketing campaigns.

Enhanced by Zemanta
Advertisements

January 25, 2011 - Posted by | Uncategorized | , , , , , , , , ,

1 Comment »

  1. […] interesting stories to potential customers quickly and in a way that engages with their concerns. Social media is all about conversations and relationships – content is what drives these to a successful conclusion, whether it is making a sale, […]

    Pingback by Is there any point to PR agencies? Or why Mad Men trumps Ab Fab « Revolutionary Measures | June 27, 2012 | Reply


Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: