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Balancing Paid, Owned and Earned Media a Must for Multichannel Marketers AN INTERVIEW WITH: Norm Johnston Global Digital Leader, Mindshare Worldwide December 13, 2011 Mindshare Worldwide, an advertising and marketing services agency that is part of Group M and the larger WPP company, was one of the first global, fullservice media companies. Norm Johnston, Mindshare’s global digital leader, is responsible for overseeing and expanding the agency’s digital capabilities and strategy. He also works the front lines, advising clients on digital campaigns and media plans. Johnston spoke with eMarketer’s Lauren Fisher about the importance of looking beyond media devices and advertising channels when crafting a multichannel campaign. He suggests marketers look closely at their mix of paid, owned and earned media allocation across channels. eMarketer: How does Mindshare Worldwide approach building a multichannel advertising campaign strategy? Norm Johnston: We do a lot of our analysis based on the consumer journey of trying to sense where the consumer is going based on the brand objective, or based on the data. It’s not so much just about the channels or devices where we can reach consumers, it’s more about the understanding of the dynamics between paid and earned media. How consumers are using devices is quite interesting, and that has had an impact on how we approach and build campaigns, but I think if you build your approach around devices, you’re gradually going to drive yourself crazy. The goal should be making sure that on any device, people can find what they want to find. For example, rather than separating mobile out, we embed a mobility mentality into everything we’re doing. So when we look at paid, owned and earned media, there’s a mobile aspect to each of those things. Sometimes, it’s simply an extension of what we’re already doing—paid search is one example where that’s true. We need to get past this concept that mobile’s something separate, because it’s not. If people can’t see your brand on a mobile phone or a tablet, you’ve got an issue. "We need to get past this concept that mobile’s something separate, because it’s not. If people can’t see your brand on a mobile phone or a tablet, you’ve got an issue." From there, you can start to think more about contextual environments—the differences between a tablet experience and a computer experience—and choose the types of ads that are going to make your campaign work a little bit harder. eMarketer: What benefit does looking at multichannel marketing through the lens of a paid, owned and earned media strategy offer? Johnston: There are all these correlations between paid, owned and earned that are quite fascinating. When we’re helping clients build campaigns that mix these media, it’s important to make sure campaigns are fluid and not set in stone. For example, if you see paid media activity generating significant amounts of earned media, then you should be able to recalibrate your focus and energy to be able to achieve greater incremental reach that leverages this observed relationship. We refer to this as “adaptive planning,” and it’s almost like a trading scenario, where you look at the data in real time and adjust things on a continued basis. eMarketer: With all the different types of metrics online and offline, how are you able to aggregate data and compare apples to apples? Johnston: There’s a big debate right now in the advertising community about how to best do this. We work with Nielsen in the US and Google in others parts of the world to try and come up with common planning metrics, particularly between TV and online. The industry is struggling to redefine metrics for a digital world. For example, many want digital to adopt television’s [gross rating point] metric, but on some level that’s dumbing down the internet for people who are used to TV’s outdated measurement model, ignoring the fact that the internet is a lot more sophisticated when it comes to actual metrics. Sometimes, though, this is necessary to create a more cohesive bridge between the two. But sometimes on the internet side, particularly when you’re looking at metrics across paid, owned and earned media, there is almost too much data. So it’s a challenge for everyone at this point. I think what we’ll see in the next couple of years is more devices becoming IPenabled, especially in light of significant mobile growth. And if TV becomes connected and IP-enabled devices become more mainstream, internet-based KPIs will become much more the norm than the exception. eMarketer: Do approaches to cross-channel advertising differ based on branding versus direct-response objectives? Johnston: On the direct side, marketers have always been very good with digital, but there’s an arguable blurring that is happening between branding and direct response as more assets become interactive and responseoriented, which is inherently digital. It’s no longer just about the qualitative boost to brand sentiment when interacting with a particular asset. Marketers now have to decide whether they want their creative to be shared, or liked, or clicked on to direct consumers to a catalog or retail space. The branding and direct-response worlds are beginning to blur more than they have in the past. "The branding and direct-response worlds are beginning to blur more than they have in the past." eMarketer: Can you share an example of how companies are incorporating direct-response elements into their brand-based campaigns? Johnston: Brand companies are becoming much more interested in ecommerce and other direct-response objectives in addition to their brandbased KPIs. Some are using their branding to also drive actual sales. It could be as simple as putting QR codes on traditional brand-focused advertising, such as print and outdoor, to deliver people coupons or promotions. For example, in South Korea, grocery food chain Tesco is using QR codes to get people to buy products. They’re really interested in using digital to get somebody quickly from branding and awareness into an actual purchase. We’re doing a lot of work in this area, helping companies to use their advertising and media to better effect their ecommerce strategy. It’s really about identifying the right media mix allocation and using each media to its fullest potential. eMarketer: How else have you seen brand marketers evolve their use of multichannel and cross-channel advertising? Johnston: Traditionally, brand marketers tended to be more focused on the top of funnel, where TV is a main focus. But more and more we’re seeing companies put a substantial part of their TV budget into online, which also delivers a brand impact, particularly online video. Clients are migrating parts of their TV budgets to YouTube or Hulu or other online video ad opportunities, and that seems to be working for them. We’ve done quite a bit of work with Google to research those tools to understand the optimal mix between TV and online video. What we’ve found is that TV and online video complement each other. And there’s incremental reach with some audiences online that don’t watch a lot of TV. If you spend the appropriate amount of money on both, you get a greater impact on your brand KPIs than you would by skewing heavily toward one or the other. But figuring out the right amount of money is probably the biggest challenge from the brand side. eMarketer: When thinking about incorporating elements of paid, owned and earned media into your overall multichannel advertising and marketing strategy, is there any one of the three that is most critical? Johnston: You cannot underestimate the impact of word-of-mouth on the earned side. If you look at Apple, for example, they don’t spend a lot of money on media, and they spend very little on creative. But because they have a strong attitude and such strong word-of-mouth, it does wonders for the brand. There’s a premium and a value to earned media, and it is especially important in product and vertical categories where you have a lot of commoditization—it’s the only thing that’s going to give a brand the ability to get a higher profit margin. But I will say, from the data we’ve seen from Facebook and others, it’s hard to generate earned media without some level of paid media. And, you have to have something owned, even in the simplest terms, a Facebook fan page or a brand page—some place people can discover the brand. Still, you can spend a lot of money in paid media and develop a wonderful website, but if there is poor sentiment, you’re in trouble. No amount of paid media is going to make up for a large amount of bad, earned media. ©2012 eMarketer Inc. All rights reserved. www.emarketer.com <