Let′s be clear, is the traditional way of doing Marketing obsolete?
JJ Delgado
Building Digital Businesses That Go Beyond Technology - General Manager @ MOVE Estrella Galicia Digital | ExAmazon & International TopVoice +250K
We are living in a revolutionary era. Digital marketing is overtaking the traditional marketing. However, the revolution is deeper than just online versus offline. The change is about marketing models. The traditional way of doing marketing is obsolete. The old model based on the 2000s funded by Ogilvy is not working any longer. This model was based on hiring big agencies to run marketing outside the organization. In that way, marketing departments remain lean and focused on managing brands.
Step 1: hire a creative agency to come up with an idea
Step 2: hire an agency to produce the marketing material
Step 3: hire a media agency to put your ads on the market
Step 4: hire an agency to measure your results
Step 5: iterate
This model was revolutionary during the 2000s and it brought great results to many companies for a decade were mass media was the key driver. However, with the exponential growth of digital media, the model is broken.
- Culture, values, and passion drive the business now.
- Customers have higher standards now. There is more transparency (everything is just one click away)
- The game is about engagement, not only about awareness.
I chose NBA business case as an example:
The NBA wanted to refresh their logo for this coming 2018 season; first time after 48 years. Therefore, they just hired an agency to work on it. NBA is one of the most influential groups in and worldwide. After some months of work and some millions of dollars. The agency came with this:
I do not have words to define the outcome; slight changes to its typeface and colors. A modified version of Action font (customized for the league) and... that's it. How much would you pay for this work?
A.- $10MM
B.- $1MM
C.- $100K
D.- Nothing
E.- I would sue them.
According to NBA Chief Marketing Officer: “This modernized look strikes the right balance between honoring our iconic logo and allowing us to be consistent and further adapt to changing digital and media landscapes”
Any comments?
Co-Founder of Award Winning Digital Marketing Agency
7 年Is it sad that more curious as to the cost of the "new" logo than it's effectiveness? Imagine what those funds could have done in an "authentic" marketing campaign aimed at increasing the customer experience at games and from their armchair?
[Interim] Head of Performance Marketing at AllSaints & John Varvatos | ex-Amazon, Amex, Barclays, EE, HSBC, John Lewis
7 年Small tweaks and refreshes are a nice way to keep a brand's heritage whilst keeping it current. You'd think NBA had have enough internal design resource/talent to do this for free in-house (I mean c'mon... I could have - and would have - done it in paint) but I suspect it went through hundreds of scamps, dozens of client reviews and atleast $100k because somebody wanted to brief a big agency on it.
Country service sales specialist at Cummins C&G LTD
7 年Not clear to the average fan. Makes you wonder the motivation behind the "change". Absolute waste of organization resources, the person in charge should have borrowed a leaf from the EPL logo refresh.
Creative/Design Director ????????????
7 年Don't look further. YouTube.
Creative/Design Director ????????????
7 年Don't look further. YouTube.