The environment in which marketing and advertising operates has certainly changed over the last decade. The consumer's media habits have also changed dramatically. Yet the fundamentals of marketing communication, which were applicable to 'old advertising' are relevant for 'new advertising' too.

1. IS NEW ADVERTISING REALLY NEW?

2. QUICK, WHAT ARE THE
WORDS & IMAGES WHICH
COME TO YOUR MIND AS
YOU SEE THESE?

3. A BRAND IS A COLLECTION OF THOUGHTS AND FEELINGS IN THE
MIND OF THE CONSUMER

4. THOUGHTS AND FEELINGS ARE
DRIVEN BY MARKETING:
PRODUCT EXPERIENCE
COMMUNICATION EXPERIENCE
WORD-OF-MOUTH

5. A recent development:
the shiny new toy syndrome.
Everything’s changed!
Unlearn everything you’ve
learnt!

6. THE FUNDAMENTAL PRINCIPLES OF
MARKETING & COMMUNICATION
HAVE & WILL REMAIN THE SAME
FOREVER.
BECAUSE HUMAN BEHAVIOUR &
INSTINCTS HAVE NOT CHANGED IN
MILLIONS OF YEARS.

7. ‘IT IS FASHIONABLE TO TALK ABOUT CHANGING MAN. A
COMMUNICATOR MUST BE CONCERNED WITH UNCHANGING
MAN, WITH HIS OBSESSIVE DRIVE TO SURVIVE, TO BE
ADMIRED, TO SUCCEED, TO LOVE, TO TAKE CARE OF HIS OWN’.
Bill Bernbach, ad guru
SETTING THE CONTEXT

8. NOBODY READS ADS. PEOPLE READ
WHAT INTERESTS THEM. SOMETIMES
IT’S AN AD.
Howard Gossage, ad pro 1950s
SETTING THE CONTEXT

9. PEOPLE READ, WATCH, LISTEN TO,
‘CONSUME’ WHAT INTERESTS THEM.
SOMETIMES IT’S CONTENT FROM BRANDS.
Howard Gossage, 2017 - gently turning in his grave.
SETTING THE CONTEXT

10. SAYING, NOT
RECEIVING
BRAND COMMUNICATION
THEN

11. BRAND INTERACTION - BUT
STILL INTERRUPTION, INWARD
LOOKING -FROM THE BRAND
INTERNET ERA

13. TODAY, IT’S ALL ABOUT
BRAND ACTION
DOING SOMETHING
RELEVANT, USEFUL, ENTERTAINING AND
CONSUMERS [HOPEFULLY] TALKING ABOUT IT & SHARING.

15. SETTING THE CONTEXT
WHAT’S CHANGED?
1. The laundry list of platforms for brand presence has grown
2. Lot more clutter
3. Time poor consumer who is a lot more skeptical of marketing
4. From the consumer POV: it is easier to create, comment, share, ignore

16. THE FUNDAMENTALS WHICH
ARE STILL RELEVANT TODAY

17. 1. BRING THE PRODUCT
STORY ALIVE

18. 2. BE OF SOME VALUE.

19. VALUE = UTILITY, ENTERTAINMENT,
GUIDE, COMPANION, GURU…

20. CONSUMERS ENGAGE WITH
BRANDS THAT GIVE THEM
SOMETHING IN RETURN.

21. THEN

22. NOW

23. NOW

24. PROLIFIC. CONSISTENT. USEFUL. GIVING, EXPECT
ALMOST NOTHING IN RETURN

25. CONTENT DOESN’T COMPETE WITH
ADVERTISING. IT COMPETES WITH POP
CULTURE.
David Shing, AOL
THE FUNDAMENTALS

26. DON’T ADD TO THE NOISE.
90%OF CONTENT OUT THERE IS MEDIOCRE TO BAD.
THE CULPRIT: A CHECK-BOX APPROACH.

27. 3. APPEAL TO THE BASIC
HUMAN INSTINCTS

28. NOW

29. 4. BE SEEN AT THE
RIGHT PLACES.

31. 5. USE THE UNIQUE STRENGTHS OF
MEDIUM OR A PLATFORM TO YOUR
ADVANTAGE

33. 5. USE THE UNIQUE STRENGTHS OF MEDIUM OR A PLATFORM TO YOUR ADVANTAGE
CRAVENDALE (MILK) & FACEBOOK
▸ Television & YouTube created an engaging
story around cats who steal milkmen
▸ The company site promoted the goodness of
milk with nutritional facts
▸ The advertising character, Bertrum Thumbcat
was used to create a Facebook page
▸ The ‘cho chweet’ effect at work; carefully
crafted copy

35. OUTDOOR

36. A PIZZA BOX

37. A COASTER

38. HOW DOES ALL THIS WORK IN THE NEW SCREENS?
MOBILE: THE LATEST FRONTIER
▸ The most personal device ever: implications - getting the context right,
personalisation which is relevant are critical factors
▸ How can you be useful, relevant in micro-moments?
▸ Not a one-size-fits-all approach: a fashion brand might need a mobile app; a
beverage brand may need a mobile game maybe

39. ENTERTAINMENT INFORMATION, ONE TIME
INFORMATION, REPETITIVE PRODUCTIVITY, KNOWLEDGE

40. PUSH NOTIFICATIONS

41. 6. INSIGHTFUL COMMUNICATION HAS
BETTER CHANCE OF BREAKING THROUGH
CLUTTER, STRONGER CONNECT

42. insight |ˈɪnsʌɪt|
noun
‘An insight is a penetrating observation about consumer behaviour
that can be applied to unlock growth’

43. AN EXAMPLE FROM A TRADITIONAL CONSUMER GOODS BRAND
SNICKERS.
THE INSIGHT: IN-BETWEEN MEAL HUNGER MAKES US IRRITABLE
AND ACT OUT OF CHARACTER.
YOU ARE NOT YOU WHEN YOU ARE HUNGRY.

46. #hungrymistakes
The idea: create installations
which have obvious ‘faults’ in
them alongside the brand
message

47. THE ESSENCE
LESSONS
▸ Consumer insight driven communication which is entertaining, memorable
manner
▸ An idea which can be expressed differently across platforms - using that
platform’s inherent strengths
▸ From saying to ‘doing’

48. REFERENCE/READ LATER
SOME GREAT WORK FROM THESE BRANDS IN THE ‘NEW ADVERTISING’ SPACE
1. GE
2. Procter & Gamble: Old Spice, Whisper
3. Stanford Business

49. LEAD GENERATION LOYALTY
BRAND PREFERENCE
CONTENT

50. IN SUM
THE SIX EVERGREEN MANTRAS
1. Bring the product story alive
2. Be of some value
3. Appeal to the basic human instincts
4. Be seen at the right places
5. Use the unique strengths of medium or a platform to your advantage
6. Insightful communication has better chance of breaking through clutter,
stronger connect

51. THANK YOU

52. @BHATNATURALLY
WWW.BHATNATURALLY.COM
LSBHAT@GMAIL.COM