Brand Media Strategy: Integrated Communications Planning in the Digital Era

247 Pages·2014·1.8 MB·English

by  Antony Young (auth.)

B R A N D
M E D I A
S T R AT E G Y
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B R A N D
M E D I A
S T R AT E G Y
INTEGRATED COMMUNICATIONS
PLANNING IN THE DIGITAL ERA
SECOND EDITION
ANTONY YOUNG
ISBN 978-1-349-28932-5 ISBN 978-1-137-44771-5 (eBook)
DOI 10.1057/9781137447715
BRAND MEDIA STRATEGY
Copyright © Antony Young, 2010, 2014.
All rights reserved.
First edition published in 2010 by PALGRAVE MACMILLAN® in the
United States—a division of St. Martin’s Press LLC, 175 Fifth Avenue, New
York, NY 10010.
Where this book is distributed in the UK, Europe and the rest of the world,
this is by Palgrave Macmillan, a division of Macmillan Publishers Limited,
registered in England, company number 785998, of Houndmills, Basingstoke,
Hampshire RG21 6XS.
Palgrave Macmillan is the global academic imprint of the above companies and
has companies and representatives throughout the world.
Palgrave® and Macmillan® are registered trademarks in the United States, the
United Kingdom, Europe and other countries.
ISBN: 978-1-137-27956-9
Library of Congress Cataloging-in-Publication Data
Young, Antony, 1964–
Brand media strategy : integrated communications planning in the digital
era / Antony Young. — Second edition.
pages cm
Includes bibliographical references and index.
ISBN 978-1-137-27956-9 (alk. paper)
1. Branding (Marketing) 2. Internet marketing. 3. Social media. I. Title.
HF5415.1255.Y68 2014
658.8’27—dc23
2014001649
A catalogue record of the book is available from the British Library.
Figures by Antonette Maysonet.
Design by Letra Libre, Inc.
Second edition: August 2014
10 9 8 7 6 5 4 3 2 1
This book is dedicated to all the like-minded people who
believe that media is a powerful driver of marketing
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CONTENTS
List of Figures ix
Foreword xi
INTRODUCTION 1
CHAPTER 1
GOOGLE AND FACEBOOK 7
How They’re Changing the Game
CHAPTER 2
THE NEW MEDIA PLAYBOOK 15
A New Set of Rules for a New Media World
CHAPTER 3
A SHIFT FROM MEDIA PLANNING
TO COMMUNICATIONS PLANNING 31
Enter the Super Planner
CHAPTER 4
FOCUSING ON OUTCOMES, NOT OUTPUTS 45
Setting the Brand Media Strategy Communication Goals
CHAPTER 5
INSIGHT OVER ANALYSIS 61
Finding a Way in for the Brand Media Strategy
CHAPTER 6
1 + 1 = 3 81
Sparking Consumer Brand Conversations through Media
CHAPTER 7
CONDUCTING THE ORCHESTRA 101
Making Integration Real
CHAPTER 8
UNLOCKING MOMENTS OF RECEPTIVITY 115
How Media Context Helps Advertising
Deliver More Relevant Communications
CHAPTER 9
TOUCH POINT SELECTION 131
Determining the Right Media Channel Mix
CHAPTER 10
GETTING SOCIAL 149
Connecting through Socially
Enabled Communications
CHAPTER 11
EXECUTION IS THE X-FACTOR 171
Bringing the Brand Media Strategy to Life
CHAPTER 12
MEASUREMENT AND METRICS 191
Making the Brand Media Strategy Accountable
CHAPTER 13
BIG DATA AND ANALYTICS 205
From Mad Men to Math Men (and Women)
Acknowledgments 221
Further Reading 223
Notes 225
Index 233
LIST OF FIGURES
Figure 1.1 4 ways our logic can help you work your magic 11
Figure 3.1 Consumer Pathway 40
Figure 3.2 The Brand Media Strategy Wheel 43
Figure 4.1 Media Communication Goals 51
Figure 4.2 Beauty Care Example 56
Figure 4.3 Measuring Campaigns against Objectives 57
Figure 5.1 A Change in Approach to Media Communications 63
Figure 5.2 Brand Media Strategy Insight Development
Process 69
Figure 5.3 Source of Insights 71
Figure 6.1 Top-Twenty Most Influential Marketing Contacts
on Purchase 82
Figure 6.2. Five Types of Influencers 86
Figure 7.1 A Shift in Developing Communications 103
Figure 9.1 Definition of Owned, Paid, and Earned Media 133
Figure 9.2 Marketing Objectives and Media Vehicles 134
Figure 9.3 Touch Point Selection Criteria-Three Main Inputs 137
Figure 9.4 Touch Point Strength by Consumer Pathway Stage 142
Figure 9.5 Composition—Clutter Analysis 144