EPISODE 4: WHAT IS MODERN MARKETING? (PART 2)
Ms. Dieu Anh: In Vietnam, we are still very excited about Intergrated Marketing Communication. So does it means that, with Modern Marketing , Intergrated Marketing Communication is dead?
Mr. Kent: Here is the key. Today’s messages, more than ever, have to intergrate. The pieces, as they said, have to integrate not just because they look the same or have the same logo or same typeface but they've got to integrate, in that, in anything you do, the channels you use have to be used well. Different channels have different strengths, especially with social media. If you're using it just to broadcast the message, as compared to allow the consumer to respond or leveraging the consumer’s response to create a discussion or involvement then you're not really intergrated. When we say Modern Marketing, I'm concerned when people often use or misuse Integrated Marketing. Their meaning is very superficial and that's a fairly old term. 20 years ago people were talking about Integrated Marketing and their word meaning is a desire that is truly modern. And they were really meant kind of an alignment of elements across channels.
When we say Modern Marketing, it has a depth to it. I think that typically people use the term Integrated Marketing have it mentioned in the past and as I said that the integration of a message today in a modern context and how do you intergrate data. You respond so let's pretend that you're pulling up something for just any brand. You respond to something that create a profile and create data that data that can be used for retargeting , that day that can be used to understand potentially if you express of you that data that can be screened for social trends to know you're talking about the term that they're not using them they may want to think about or detecting a problem relative to a product or perhap just of you about the using of a category about that a brand has thought about that work typical of people talking about the intergrated marketing communication. They were thinking about how do I integrate my message.
In Modern Marketing, you gonna really have to be thinking about your messaging out but also date coming back and how you then use it. Or something but I'm going to talk to you, but I’m going to be involved with my consumers and level social discussion to leverage that data in many other ways. So, I don’t want to call a semantic play on words, we talk about modern marketing to signify putting together a more complex ecosystem of messaging and interaction and data that usually when people talk about integrated marketing communication. Yet it has all of this still has to integrate but I wouldn't turn it just simply as such I think people have to understand that all of us have to be better now at new expertise that takes as much deeper than I did before.
And that's a challenge. To be honest that's a challenge for clients as much as it is for agencies because when I say we because we work with our clients but I think we think with our clients together. We shared a mission, they hire us to help them achieve something. They are partners in this our clients side and agency side that we’re sitting down to decide what will work best for them. We all have to ask both client side marketers and agency side people be very good at a number of new areas that people didn’t have to have much expertise in the past and that’s great opportunity but it’s a challenge for everybody in the marketing community to build new areas of ability and expertise. Using data it is a complex thing it takes challenges that you have to understand a number of things about even just legally what you can or cannot capture how you use it and if you use it the wrong way will that make a consumer feel bad. What if you lose their data what liability I mean again once you get into it there's a number of areas that you must understand to do this well and so we invest a lot we are having invested for years and continue to invest in developing our talent and expertise in these new areas of the business because we must.