CeBit 2016 “ The Great Fragmentation Marketing Inside -Out ” 

  • By Greg Allardice
  • 11 May, 2016

CeBit 2016

“ The Great Fragmentation Marketing Inside -Out ”

Mr Steve Sammartino Author, Keynote speaker Steve Sammartino spoke at CeBit 2016 Australia the largest and longest running business technology event in Asia – Pacific region 2-4 May at Sydney Olympic Park.

 Media Futures interviewed Steve about “ The Great Fragmentation Marketing Inside -Out ” and it’s applications for the marketing and media sector

Here’s a snap shot summary of what Steve Sammartino had to say –

Question: How do we deal with fragmentation.

Response: Firstly we should not fight it, it is inevitable. The tools of production are so democratised now and so affordable. Previously if you wanted to be on a screen it would cost millions of dollars now you get get an audience for as low as 20 cents on Facebook. Fragmentation is in all areas of business. Don’t put boundaries around your business. Embrace the truth of the fragmentation. The best way to handle it is to open up and allow people to create something that they really want, like making a new product with you, allowing them to create something that suits themselves.That process elevates you to their levels by making something that people really want. It’s like creating a partnership with your customers rather than selling them something.

Question: 90% don’t do work at their place of work, is this the end of the office

Response: The office is the last industrial enclave. Look at history. We forget to look at at why things exist. If we remember why something was built in the first instance then its easy to forget why its still relevant. The office was originally attached to the factory and transporting information was physical and local. Now information is not physical nor local. The tools in offices used to be very expensive. Photocopiers used to cost $ 200,000. Centralised operations were designed to maintain costs but not now work can be done anywhere. Do people still need to interact, do we need it 5 days a week, no we don’t. The reason the 9am to 5pm working day exists is that this is when the sun shone into factory windows. If we had to redesign the office it would not be 5 days a week in the same space. We can now have the best of both worlds with new technology.

Question: How long does it take in the fragmented world from making the connection to profit

Response: To connect with a small audience is quite quick. To connect with mass audiences is hard and does not happen any more. Technology companies launch in beta and do private launches first. Air BnB launched city by city there was no big launch. In a fragmented world it’s hard to connect with everyone straight away. Sometimes there is a big lag between the connection and the profit. If we aim for small audience at a time we can profit from it and make a valuable connection and monetise it. If we want a big macro audiences you need to invest for the long term, the ROI won’t occur in the next quarter. We need to invest it forward.Venture capital is doing this on long lead times with monetisation a couple of years down the road thereby allowing organisations the time to make a return. It is an infrastructure re set. The supermarket shampoo strategy of invest now sell tomorrow does not hold true. Today it is about connect now and the revenue comes from outside. It’s the related revenue realm. It requires a different mindset from CTOs and marketers. Google gives away search but makes money on the sale of advertising.They give away the product and make money outside of the product. Its time for a different mindset. Think micro first get a return on investment then expand on scale.

Question: What advice would you give for aggregation and measurement of all media and not just measure selected mediums in isolation and that exclude new entrants or related mediums

Response: The first thing is remember is that the research companies and main stream media have a vested interest in what they are measuring. If the scope of the measurement is reduced it makes them look like they are performing better than they are. You can have x% share of voice or eyeballs, but we know this is not true, this is a classic example of don’t believe everything you read. Make your own interpretations of where the value is. For anyone reading this article have a look in your lounge room tonight and see where people’s eyes are. The way I define TV today is audio visual content streamed to eyeballs equals TV. Youtube is not measured in industry surveys yet it is TV. The truth is not being measured. It is fragmented and it’s harder but we need a realistic approach of what we are paying for and who is really seeing it. In digital media it is far more trackable you can measure who is watching and the mobile phone is so personal it has a 5 to 1 advantage in my opinion over desktop and laptop. Snapchat measures actuals, Twitter is opportunities to see, banner ads are opportunities to see. I have never believed TV box top ratings, who’s in the room and who pressed the buttons. Are we still falling for that?

TV is not dead but we are investing large dollars and need to understand that TV as an example is not a one size fits all, we are not going to get everyone. It takes more to find our audience in the fragmented world.

Question : If Marketing moves horizontally how quickly do you need to move horizontally and I what steps

Response : Stop measuring market share it is based on verticals and supply chains. It makes assumptions on who we compete against and on supply chains. Banks may measure the amount of mortgages they make, however do they measure the amount of venture capital and crowd funding? Where money is moving is not in their market share calculations. As we move to a digital economy the market place is horizontal, people can hop into new industries, Apple became a player in the music industry, Air BnB owns no physical assets and is not measured in the figures of hotel chain category. It is about virtual connections and that makes it horizontal. To solve problems we need to look to the side and outside of industry verticals. We need to solve problems by connecting things and that’s horizontal. This is where different industries cut across each other because it’s possible.

Quote from Steve: “ If you want to make the effort and learn, it’s a few key strokes away on the internet. There has never been more opportunity to learn it and learn it quickly.If you want to be a one percenter, be the one percenter who pays attention to the changes.”

Media Futures undertook this interview in order to inform the media and marketing industry that the pace of change is faster than we think. Some may say I already know this fact, but have not yet acted upon it. The message to marketers and media practitioners is to be very precise in decision making and be astute to target more effectively.

If your media policy, media strategy, media planning and media buying have not addressed The Great Fragmentation it is time to investigate this current and real issue.

By Greg Allardice 12 Oct, 2017
Have you been disappointed with what you buy after all that hard work , planning and buying media?
Basically, the common scenario is  the media plan did not work and you were stuck with what you bought.
Can't return it and no refunds.

This happens constantly because the majority of media buyers miss out on key steps in the negotiation process or simply have high hopes in what they do. Naivety rules supreme in a cluttered and seductive media world.

If you are not building in media guarantees or do not have outclauses then you can risk throwing your media budget down the drain.  The thing with media media is that it is an intangible business. You don't hear or see it till it happens , then it's gone in a relatively short space of time.

Media guarantees are one way of reducing your risk. If you are not putting this into practice now, talk to an independent media specialist.

Your media policy, media strategy, media planning, media buying and media audit deserve smarter thinking.

Media Futures presents industry articles in the constant quest for improving return on media investment.

By Greg Allardice 09 Oct, 2017
In a world where there is too much media it pays to be media savvy. Over the past 5 years the self destructing nature of greedy media operators have resulted in a lack of trust by clients in media and in the providers who claim to deliver  a premium service of planning and buying, only to let the side down. The recent scandals and debacles in digital media are good cause to lift your game and be media savvy.

Do not believe everything you are told , question every cent that is invested and above all measure results. 

Media is not all it appears to be on the surface. The glitter and gloss of media is only as good as the processes in place and the expertise of your media specialist. Too often clients award a large media contract to a media buying company only to find key staff leave or the day to day business is shunted down the line to juniors  who unfortunately do not have the knowledge, experience or skills to effectively compete in the cluttered media world.

Your media savvy will guide you to make the right decisions  on who gets to work on your media planning and buying. 

The rise of independent media specialists who are accountable and who have invaluable experience is a growing trend. 

If your media policy, media strategy, media planning, media buying and media audit are not  media savvy , its time to talk to an independent media specialist.

Media Futures presents industry articles in the constant quest for improving return on media investment.

By Greg Allardice 02 Oct, 2017
Most people see media as an intrusion, an annoyance that does not nothing else but to spoil the content they are watching or listening to. However if that is the case, why then does advertising exist within all commercial media. ( This articles excludes government run media companies that are paid for  by the tax payer but do run their own promotions and sell their products for a profit like the ABC and SBS in Australia)

Media when used properly is a powerful sales tool, where the intrusion and annoyance of advertising becomes secondary when the communication is properly structured and positioned for the creation of interest. Have you noticed that the majority of advertising is about what's on offer, the price and where/ how to buy? 

This pushy style of advertising is what turns customers off......they have seen it all before.

The smartest way to use media as a powerful sales tool is not to sell anything at all. Simply inform your audience that your product or service is available and talk to them about your offering. The moment you start to look and feel like other pushy advertisers you have just turned off buyers. 

In the 1960's a famous American car manufacturer launched a new car and never once showed the model or shape of the car. Sales were exceptional.  Why did it work ? Because media was used as a powerful sales tool and avoided the same old, same old formulas. It gained attention, not turned off the audience. 

Make sense? Plant your media seeds wisely and watch your business grow.

If your media policy, media strategy, media planning and media buying have not addressed media as a powerful sales tool it's time to seek out an independent media professional.

Media Futures presents articles relating to the media industry in the constant quest for improving return on media investment.

By Greg Allardice 27 Sep, 2017
There is an old joke in advertising it goes like this ..." I know I'm wasting half of my media budget but I don't know which half..."   

There is truth in this statement. Media wastage is a major issue and it comes about through naive media practices, having untrained or poorly trained people working on your media budget or simply plain ignorance when it comes to media knowledge and astute savvy.  

There is too much media nowadays with audiences spread across multiple mediums coupled with a considerable tune out factor. Essentially the proliferation of media has lead to consumers no longer paying attention to the continual bombardment of media. 

So what can you do about media wastage?  Business must go on and you need to reach new consumers.
Media is still a critical element of the marketing mix.
The answers lies in doing more preparatory work on media policy and media strategy. Get this part right and the rest falls into place, but only when you have an experienced and impartial media operative working on your business. 

Do you ask these key questions?
1. Where is the  wastage in my media planning and buying
2. How much active viewing or listening will occur within the media plan
3. How do I measure which parts of the media buy are wasted during the campaign and what are the safeguards to avoid media wastage

If your media policy, media strategy, media planning, media buying and media audit have not addressed
Media Wastage, its time to engage with an independent media specialist.

Media Futures presents industry articles in the constant quest for improving return on media investment.
By Greg Allardice 19 Sep, 2017
Media is a seductive being, the desire to see your own messages in audio/ visual or print, the expectation for a return on your spend and the building of a positive image. 

Media is part creative and part transactional. Media Futures places the emphasis on creativity. Without  creativity there is not much except a faceless transaction in most cases. Click a few keys on a computer and it's done. When you work with a creative media planner/ buyer who also looks for the detail then you are entering a new world where leveraging your media return is a priority.

Media detail is an art.  Are you looking for media detail?  
Consider this check list .

* Takes into account the environment into which your message is placed
* Avoids clutter and resulting lack of attention  
* Digs deeper in to audience return prior to the media buy
* Only works with accredited audited mediums
* Applies your KPIs and how they are accountable within the the media buy
* Explains in detail where your messages are placed and the pitfalls associated with each medium
* Stays on top of the exposure patterns and checks on activity when it occurs

These are but a few of the attributes you should be seeking when considering media detail.
If your media policy, media strategy, media planning, media buying and media audit are not working towards improved media detail, it's time to seek out an independent media specialist.

Media Futures presents industry articles in the conquest for improving return on media investment.

By Greg Allardice 14 Sep, 2017
For most people media is an external force, you see it, hear it and can even touch it. It is there for a momentary experience and then goes away. After that some of the media experience stays in your conscious mind. Mostly the experience goes into your sub conscious mind, where the message is recalled at a later time.

So what goes on onside the media before you see it or hear it ?  What happens is a non scientific creative process to win over your heart and mind and the medium hopes that you remain loyal to them. This means that there are many decisions made on what will appeal to their audience and therefore appeal to your media budget. Spend your media budget with us is what the medium wants you to do. This opens up a myriad of opportunities for advertisers and marketers to participate with a medium . Generally these opportunities are not presented to you. The aim of the medium is to fill their standard advertising time /  space offerings and are designed to maximise their revenue, not necessarily your impact and exposure.  Yes there is more to the art of media buying than choosing  from a Chinese restaurant menu.

If your media buying is lacking and all you get is the same old time and space, then seek an independent media specialist who knows how to dig deeper and get into the fabric of a medium. Your impact and ROI will rise enormously.
Have you turned the media key?

If your Media Policy, Media Strategy, Media Planning, Media Buying and Media Audit are not digging deeper then it's time for a refresh. 

Media Futures presents industry articles in the constant quest to improve return on media investment.

By Greg Allardice 04 Sep, 2017
Like all commodities, media has a use by date and that means predicting the onset of Media Decay. Essentially what this means is how much media do you need and how long do you advertise. When is the right time to stop and how much media is required to effectively impact your audience.  The answer to this question lies in analysing a number of factors in the planning stage and prior to the launch of a campaign and through that analysis determine when Media Decay will set in. How often do you see and hear campaigns that you no longer take any notice ? The media becomes wall paper and you simply do not pay attention. This is a good example of Media Decay, when the campaign has passed the point of effective frequency and no matter how much you spend, it is simply a waste of media budget.

If your media policy, media strategy, media planning, media buying and media audit are suffering from Media Decay , it's time to seek an independent media specialist.

Media Futures presents industry relevant articles in the constant quest for improving return on media investment.

By Greg Allardice 21 Aug, 2017
Audience shifts known as Shifting Sands are not new. They have been occurring since media was invented. Only now the pace of shift has quickened. What is Audience Shift? Have the shifting sands of media caught up with your organisation.

Audience Shifts occur when media users do not maintain loyalty to a particular medium or programme or time segment or title and like the shifting sands drift around multiple media searching for what they want. This occurs because there is simply too much choice for the consumer covering thousands of media options in any given day.  This poses immense issues for advertisers particularly if you buy your media based on historical audience data that goes out of date quickly. Yes some mediums do deliver stable audiences, however the viewability by and retention of audience means you need to look deeper into any medium you purchase. Add to this the multi media user, those who use more than one medium / device at the same time and you have the recipe for low message retention and further erosion of audience.

What's the answer to Audience Shift?

The answer is to dig deeper into your target audience.  Where your message is placed to reach your prime consumers.
Ask questions like how long is the length of time a consumer will see your message, how long do they stay with a chosen medium and can you establish their likely media usage patterns over a 24 hour period. 

Shifting Sands in media is real, but most don't ask the hard questions before spending their media budget.

Media Futures presents industry articles in the constant quest to improve return on media investment. 
If your media policy,media strategy, media planning, media buying and media audit have not addressed Audience Shift, it's time to seek an independent media specialist.

By Greg Allardice 18 Aug, 2017
Media reform is long overdue in Australia. Consider that the current laws were put in place decades ago, were made by public servants and politicians who no longer exist and the fact that a whole new media enterprise being The Internet / Social media has entered the mix and are not subject to Australian media laws. Some don't even pay tax but operate freely in Australia.  The current stalling and deal making in Parliament is another example of a system out of touch with reality. No doubt the slow process of reform will reach a conclusion, but the political system does not have to sell airtime / space, does not have to make a profit and does not have to operate under draconian laws of the dark ages.

Whilst the political system plays their own internal games and kick around the media reform bill, media companies are bleeding right now and crying out for a level playing field.

The power of the media should be used to promote it's own cause and not wait for a handful of internal power deals that really don't have an impact on the big picture. Media Reform is needed now.

Meda Futures presents industry based articles in the constant search for improving return on media investment.
If your media policy, media strategy, media planning, media buying and media audit need improvement , Media Futures recommends you seek out an independent media professional.

By Greg Allardice 16 Aug, 2017
Media is often looked at as a source of "quick fixes" . You've heard the phrase like,  " we need to get more sales let's advertise  or "  let's get our message out there  the customs will flock to us" .

Generally the results are disappointing due to the fact that hit and miss media campaigns have no continuity, there is no consistency. But we hear you say we do not have a big budget nor can we afford the prices of main media. The answer to this pain is, what ever your media budget may be, you can have media consistency and create frequency of impact by choosing the right mediums, flighting patterns and size/ length of media messages. Keep hitting the same target consistently. The audience numbers may be lower than larger budget competitors but the gradual build of effective frequency over time is what counts. It is effective frequency that builds top of mind, recall and response. So if you are considering the hit and miss route of " let's advertise", then keep your money in the bank. It is a waste of your funds to spend it over a few weeks and hope something miraculous might happen. 

However if you are prepared to advertise with media consistency and get results no matter the size of your budget then seek out an independent media professional.
If your media policy, media strategy, media planning, media buying and media audit are not up to scratch it's time to understand Media Consistency.

Media Futures presents industry articles in the constant quest to improve return on media investment.

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