ZenithOptimedia's Abrahams: 'Use purpose to build bigger, longer ideas'

Guy Abrahams.
Guy Abrahams.

At Goafest 2015, ZenithOptimedia's worldwide strategic marketing director urged marketers to move from 360 to "365" communication

GOA, INDIA — "Marketers say marketing has changed more in the last two years than it has in the last 50 years," said Guy Abrahams, worldwide strategic marketing director at ZenithOptimedia, speaking at Goafest 2015 here. He was quoting from The Economist to lay the foundation for his talk, in which he underlined the need for marketers to move from 360 to "365" communication.

Abrahams said that telling consumers what brands want to say is no longer relevant. "Today we should be concentrating on 365 and not 360. We should be concentrating on building ecosystems of experiences, around messaging that consumers want to hear, across paid, owned and earned media."

The biggest thing that has changed in communication in the last two years is the ability to identify consumers at different stages of the consumer journey, and target messages to them at each stage, the media veteran said, citing examples of online video player Netflix and retailer Target.

"So today, the secret for marketers is to transfer the effort from building short term campaigns to long-term ecosystems. We need to use purpose to build bigger, longer ideas," he said, citing examples including Johnson & Johnson’s BabyCenter, which he billed as the largest baby media destination in the world. 

The time has come to change from the model of control to one of orchestration, according to Abrahams.

Brand purpose delivers
Brands need a purpose and a value exchange to win, Abrahams said, noting that consumers would offer attention and action in exchange for relevant experiences.

"Creative agencies love brand purpose. They create great ads. For media agencies, it allows room for much more," he noted. Backed by study findings, he underlined that brand purpose delivers RoI.

Abrahams noted that in the paid, owned and earned ecosystem, earned media is a function of paid and owned media of a brand. He added, "Earned media has to be earned."

Six ways to 365<br/ >Abrahams urged the audience to "optimize the ecosystem and not the silo." He underlined the need for connected storytelling, good calls to action and (connected) technology. 

He suggest a few ways to achieve the 365 communication: Mining insight from new sources; focus on the journey and consumer experience; change your audience perspective; embrace a new kind of creativity; and use of brand purpose to build bigger, longer ideas.

This article first appeared on campaignindia.in.

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