Mumbrella 360: ‘How Media Works’
Sydney | 13 June 2019 –
Last week, Stuart Bailey presented a session on ‘How Media Works’ at Mumbrella 360.
‘How Media Works’ is a book – written by leading academic Professor, Karen Nelson-Field, in partnership with PHD – on how to maximise media, focusing on aggregated and scientifically tested patterns through a collection of evidence-based knowledge. It aims to provide a meaningful guide for advertising practitioners, demonstrating the importance of the media buy in a world where creative is considered King.
Nelson-Field joined the conversation too, via video, addressing three key take-outs from the book:
- Heavy buyers typically respond to short term activation campaigns
- Overt branding only positively impacts sales
- The concept of free reach via viral is a made-up concept by those who stand to gain from its existence
While Bailey addressed the challenges in the digital age – including the addiction to short-termism and an over-reliance on efficiency over effectiveness – he left the audience with five key points on what marketers should do now:
- We are marketing in a digital age; rigour is rigour, whatever the channel
- This means Measurement is for life and not just for Christmas sales. Continue to move from diagnostic to causal metrics, using scientifically sound and replicable methods
- When using advanced targeting options ensure these align with key planning principles
- Tech and data are only as good as the people using them; make sure they line up with your unique requirements, resources and roadmap
- Don’t let technology define your marketing, use it to enable great work
Mark Coad then led a panel session with leading marketers from H&R Block, Unilever and Volkswagen Group, exploring the implications presented by ‘How Media Works’ on the practice of marketing and media communications.