Media 360 Conference via Twitter

23 11 2012

I could not attend the Media 360 conference this week but did follow it on Twitter. I thought it might be interesting to summarise the views of the Twitterati under a few headings.

General comments

  1. The decisions you make now will determine how successful your brand will be when the recession ends
  2. Short term decisions to cut [marketing] spend leads to long-term damage to your market share
  3. Aside from numbers, the biggest strength of radio is the one-to-one relationship people have with it
  4. Deadlines work on ads. Creates a sense of urgency and spurs people into action
  5. Deliver a strong call to action and focus on the goal

Research

  1. Invest in good research and monitoring to see what parts of your ad campaign work
  2. Don’t trust research (this from the head of a leading market research company)

Digital

  1. Digital has a place in all marketing plans
  2. Brands that are winning in the digital world are those that are open to participation
  3. Ensure that your website is accessible through all devices
  4. Direct mail and digital work well together
  5. SEO your website and use mobile search
  6. Search is the bridge between traditional and digital advertising
  7. Digital will drive the recovery of media

Social

  1. All about social media for 15-24 year olds
  2. 40% of all Tweets during peak viewing times are TV related
  3. Implement social listening
  4. Social content is NOT advertising
  5. Create a content schedule for social media

Mobile

  1. Mobile is a key area of growth, RTE say they see 60% of their traffic coming via this channel
  2. Don’t use your desktop as a digital frame of reference, use mobile
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New strategies for recovery

19 04 2012

The current series of the Marketing Breakfast came to an end this week. In looking back at the speakers we had this year there was one speaker that really stood out. David McRedmond, CEO of TV3, challenged the audience to think again and set out four key areas where we can help Ireland recover.

1. Worry about who you are not involving.
If your CEO or CFO does not understand what marketing is doing then it should come as no shock when the budget for marketing is cut. Bring your CEO or CFO to agency pitches so they can see what is happening and why.

2. Brands need reach to grow.
Brands grow through having a lot of light users rather than a small number of heavy users. Scale is important. Mass media is still important and possibly even more important than ever. Social media is excellent for research, feedback and getting a deeper relationship with your customers. It is not as effective for driving high levels of growth.

3. Buy Irish and sell Ireland.
It is important that we support local business to keep the distinctiveness of Irish marketing. It is equally important tell the world that we are open for business and worth investing in.

4. Take a deep view of your market.
Look beyond the obvious measures such as brand value. Look at the really deep issues in the market and identify the key blockages that are preventing growth. These are likely to be regulatory or government issues and you may need a specific strategy to remove the blockage.

The entire presentation was recorded live and is well worth viewing. If you are short on time you can watch my interview with him instead.