Les Binet On Effectiveness In The Digital Age - Digital Makes Traditional Advertising Work Harder
- The digital revolution has increased the potential effectiveness of most forms of marketing, including traditional media
- Balancing long term branding building and short term activation is crucial
- TV is still the most effective medium, but online video makes it work even
- Marketers need to strike a better balance between short and long term if they
want to exploit the full potential of marketing in today's media landscape.
Says Kate Sterling, managing director, DDB Group Melbourne: "We're proud to have Les out from the UK to talk with our key clients and stakeholders. Binet has been hugely influential on DDB's positioning and reason for being.
"DDB's thinking around how to achieve growth in an 'age of unreason' is based on Binet's research, amongst others, and challenges the long standing premise that growth is anchored to a consumer who makes reasonable and logical decisions."
"People are highly unreasonable, they always have been.We fiercely believe real, tangible growth rarely comes from acting reasonably."
DDB Melbourne executive planning director Ian Forth said businesses that are interested in profitable growth can learn a lot from Binet's work: "We totally subscribe to the unreasonable power of fame and emotion as the emperors of growth, and the profit multiplier effect of building for the long, not the short term - which is evidenced in all of Binet's research."
"As a result, DDB has created three new rules that challenge the prevailing and popular views on how brands grow, namely 1. Culture Dwarfs Category, 2. Feelings Conquer Thinking, and 3. Long Term as well as Short Term."