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Showing posts from May, 2015

The end of comms planning as we know it

A few days ago, a colleague asked me if communiations planning as an agency capability still exists or the term is just outdated.  After giving it some thought, I came to the conclusion that comms planning no longer exists in its pure form.  The role of comms planning is becoming less about planning communication distribution, and more about planning experiences through content or services. 
Comms planning and experience planning are two different animals. The first one is about planning where and how to distribute content (including advertising) to engage with the audience in the right place, at the right time, and with the right content. The second is about gathering insights to define and create the right content or services.   Two factors are driving this shift: The convergence of media and automation.  While today we have more choices than ever in terms of digital channels, people still only have 24 hours in a day. Therefore, people are getting their content through a few social …

NYT Sells (Out?) Content to Facebook: Digital Myopia?

TThis week, the New York Times (NYT) signed a deal with Facebook to distribute instant articles through Facebook’s news feed. The NYT is sacrificing audience for ad revenue. Could this be a case of “digital myopia”? Is NYT making a mistake by defining its business as content distribution instead of the audience trust?

In the Internet, service is king, not content

Today, content is at the center of every marketing conversation. Everyone is saying that on the Internet, content is king. You have every business using content as its new marketing silver bullet. They are creating newsroom-like teams to produce, distribute and monitor content 24/7. I wonder if we are focusing on the wrong thing. We are in a race of abundance. But maybe the Internet is not about content? Maybe it is about a service that just happens to produce content. If you look at the dominant players in the Internet today, they are all services at their core. Netflix provides movie services. Airbnb offers a service to link people with hotel substitutes. You can say the same for Amazon, Uber, Etsy, Instagram, Youtube, LinkedIn and Dropbox. People engage with these brands because of the value they get from a service. And yes, in the process, people use their platforms to produce, share and consume content. Focusing merely on the content aspect is a race to abundance. In today’s dig…

The Full Stack “Advertising” Planner

The fragmentation of the communications landscape has created a complexity of channels, disciplines, and skill sets in the industry. Today, we have so many flavors of advertising agencies (e.g., digital, direct, PR, content, CRM, data agencies, mobile, brand, social media, innovation…) that it feels like going to a Baskin Robins store with 31 flavors to choose from. The challenge is that the digital economy is pushing businesses to go cheaper, faster and better in this complex landscape. Companies need to prioritize velocity over perfection. Brands need to be always on to engage with consumers every day. Campaign cycles are running shorter, which makes it harder to architect a cohesive experience. On the other hand, people don’t differentiate the brand experience across channels. A bad experience it is still bad regardless of where it happens (Retail, Youtube, Facebook, Direct Mail, Call Center…)  To reconcile the conflicting client needs of speed and specialization in a fragmented l…