EPISODE 3: WHAT IS MODERN MARKETING? (PART 1)
Ms. Dieu Anh: It’s very interesting when you mention about Modern Marketing. Can you explain more What is Modern Marketing and evolution of Modern Marketing or totally of new era?
Mr. Kent: Well, it’s an evolution Marketing for the new era and that era is created by everything I was saying before. So the reality today is what the consumer does. In the old days you could reach a consumer through media channels that were very set and defined. It was easy to, the negotiation of how many people you reach was around very fixed formats of media that you would buy: a poster, a billboard, a print ad, a TV slots, etc. The world, of course, has changed dramatically with more channels and more channels that are fluid. When you have people with YouTube channels that millions of people watch. When you have the ability to do not just to 15s or 30s TV commercial but a 5m 27s long video. It was good enough the people are willing to watch it.
So, we've gone from very fixed format to much more open format. And that's what's driving the need then, to say as marketers, how do we take advantage of complete change of the dynamic, of portion of what we do not all of it. Because the reality is there still TV commercial out there and people are still buying print ad we can't forget. Some of the traditional media still very powerful and still very dominant in market. But there's a lot of that’s happening now increasingly with consumers life, what they're doing in social media, what they’re talking about life everyday, the data that is available, usable and being used to talk to them, being able as we do now everyday for clients. We are doing constant social media monitoring with several of our clients for understand. We look daily at trending topics that people are talking about to understand what are people spending their time doing. Because a reality around the world is that consumers are time shifting their spending more of their available time and social media talking with people than they aren’t necessarily just watching. Again this is not saying that TV is dead. I think that's an overstatement but as the world continues to balance shift in the way they spend people, spend their time, what channels that means you got to have a very modern view. OK, I'm not going to be able to justify fixed unit to stick in an ad but I've got to have an engagement strategy, social media monitoring strategy. I've gotta know how to be involved in that social discussion that's adding to it’s not just simply buying into it or interrupting it. You got influencers today before with their own audiences that are increasingly important.
So all of this create an environment when we use the term “Modern Marketing” it means taking advantage of new channels, data, new ways to engage, new ways of thinking. The challenges I think honestly from any brand builders they know that we've got a lot smart clients that we go to clients and they have no clue about this they often do. Question is “How do you decide what mix of things to use with so many different options?”.
Many clients today, of course, are still buying traditional media but also doing new forms of media the same time, so how do you get these pieces to work together best? When we do TV commercial, is it in a TV commercial or is it a film? Some of it may be bought in a fix format of a 30 second TV commercial but there may be various video pieces that go out on the web, on YouTube, on other things that we do, to the seeding material that goes on. So, just the whole way you can conceptualize a campaign today is different, and so when we use the term “Modern Marketing”, It’s really, I think a simple shorthand for the need to think about new ways to build brand and make brands better that often are make sure that I said way we used to do it plus a new ways that people must do it often in various forms and combinations.