One of the biggest areas of discussion between client-side traditional advertising professionals and their digital counterparts is campaign integration.
Brand police are obviously very sensitive and protective towards their brands. They want to ensure consistency and maintain control. Admiral qualities.
However, quite often their digital counterparts are passed on assets and told to make them work. The digital teams are fully aware of their channels and generally understand what works and what doesn’t via the internet.
This isn’t a new debate. Its just the mediums have changed. The same discussions have and still happen on how to integrate TV with PoS and press. However as those channels are more established the rules of engagement are generally well understood by marketeers and advertisers.
This isn’t the case with digital. Traditional advertisers still need to be educated. However the same discussion applies. We are talking campaign ‘integration not imitation’. Whilst millions may have been spent on TV ads or on sponsorship properties, there is no reason why you shouldn’t tweak the messages slightly for the channel. You need to recognise the difference in mindset of the recipients of the message within each channel.
For arguments sake, a TV ad can be a very broadcast tool as you are trying to hit as many people as possible in a ‘sit-back’ medium. However, text on an e-mail to your customer base may get the message across in a consistent way (follow same tone of voice, promote the same message, potentially use the same font) – however you know these people are engaged with your brand and you can talk with them on a more personal note. This rule can be exaggerated again by using social networking as an example. The text in your corporate brochure or on your press ad is very important and make take a serious tone – however you wouldn’t want to copy that on your Facebook page.
For me you have to ensure consistency is in place, campaign integration. The look and feel need to be similar, the emotional output is similar and overall the message is the same. However it doesn’t need to be identical, campaign imitation. It doesn’t matter if the words are slightly different. It doesn’t matter if the image is different due to the context as long as the overall brand isn’t effected.
Traditional advertisers need to step up and learn digital. Digital advertisers need to push back on this and explain their rationale, but also explain the benefits this approach can have on the brand, rather than being precious about the channel.