Interactive marketing agency and communication Planning
Communication planning is the most important thing which interactive marketing agency has to do when they are planning layout and plan for their clients. It is most yet often overlooked aspect of marketing by almost all interactive marketing agencies. It is highly recommended that you as a client should have a complete knowledge about all communication planning done by interactive marketing agency which you have hired for marketing your brand: both offline and online.
Last week a great 4As webinar entitled Communication Planning: The Other Half of the Advertising Puzzle reminded RBMers (yet again) of the importance of integration. The webinar was put together by Charles Pinkerton of The Media Kitchen. Pinkerton’s main concern was the lack of strategy informing media decisions. Creatively, advertising has moved from a focus on highlighting the product and its attributes to an attempt to capture the consumer’s mind space as a lifestyle badge (Nike ads are a great example). To this end, Account Planners guide the creative teams on brand strategy.
Media, however, has yet to make the switch. There is still an emphasis on quantitative measures of exposure like reach and ratings, and less of a focus on targeting the mind space of the consumer but that is equally effective when you want to reach to minds and brains of your consumers.
The solution? Pinkerton envisages a “communication strategist” as the analog of the Account Planner in the Media department, who identifies strategies for better, more effective exposure. There are challenges the communications strategist must confront. For one, unlike account planners, they must deal with quantitative data in addition to the qualitative. Instead of coming up with a single platform like the account planner (sometimes narrowed down as far as a single word), the communications strategist can only weigh the relative importance of different factors. This will help you to get best out of campaign and overall efficiency and effectiveness of campaign increases many fold.
Here at RBM, we wholeheartedly agree that this integration of media and strategy is the future of marketing. As we transition, we will continue to experiment with the best way to combine the analytical strengths of our media strategists with the qualitative insights of our strategy and planning team. You can read more about the webinar on their blog.
Thus, communication planning is an important aspect of marketing and you should ensure that interactive marketing agency you hired should be doing it effectively.
http://www.redbricksmedia.com/ is one of best interactive marketing agency specialize in communication planning.
Processing your request, Please wait....
