COLUMNIST–DMTALK
Aracingdriver,atheoryandabath...
...spottheconnection,saysNICKMARTIN,
commentingontheintroductionofnewmarketingguidelines.
What’sthelinkbetweenLewis Our21stcenturymarketers solutionsAcxiomhasdeveloped
Hamilton,economictheoryand sitinthecockpitoftheirown tohelpmarketersunderstand
Marketershave
abath?I’llexplain: paradigm,armedwithmore thecumulativeeffectsof
Hamilton–the‘baby’of sophisticatedtools,more marketingmessagesacrossall
moretoolsand
Formula1,theyoungest-ever channelsandmorecapable channelsandwhatcombination
channelsthan
championofthesport–hispeers suppliersthaneverbefore, leadstodesiredconsumer
andpredecessorshavefaced readytosettheirfastestlap–if behaviour–sotooptimisemedia everbefore–but
anythingbutalevelplayingfield itwasn’tforthespeedbumpsof spendandmarketingROI.The
overtheyears.Infact–season channeloptimisation,privacy resultsareveryinteresting.
alsohavethe
afterseason–thesport’s andmeasurability,andothers, Acxiomhelpedoneofthe
speedbumpsof
governingbodieshavebroughtin lyingimmediatelyahead. world’sleadingfinancialservices
anevolvingseriesofchangesin Today,amarketer’slifeis companiesunderstandthat,
channel
thenameofprogress.Whether morechallengedthanever whileDMwasnolongerworking
itisthebanningofslicktyres, before,therecenteconomic fullyinitstraditionalresponse
optimisation,
limitingofthenumberofengines, conditionsquestioningevery sense,itwasinfactaverystrong
removalof‘launchcontrol’ pound,euroanddollarspent. influenceramongconsumers
privacyand
devices,orrationingoffuel, Still,thehitskeeponcoming whowentontopurchase.
measurability
racingdrivershavehadtheir because,onJanuary21,theBSI And,beforeyousay‘well
‘wingsclipped’toimprovethe standard,PAS2020,was youwouldsaythatwouldn’t
lyingahead.
sportbypromotingcompetitive introduced–anindustryimposed you!’,what’salsotrueisthatfor
racing;inotherwords,makingit setofguidelinesaround thiscompany,forthisofferand
hardertowin. environmentallyresponsible thiscampaign,radiowasalso
Surelyallmarketerscan marketing,championedby foundtobeacriticalpartofthe
empathisewiththis?Surely Acxiom,theUKDMA,RoyalMail, optimalmediamix.Ifthis
marketersresonatewithbeing ISBAandTPS.PAS2020 companyhadstoppedDM(or
givenmoretoystoplaywith establishesasetof radio),theircampaignresults
onlytoseetheadvantage environmentalobjectives, wouldhavebeenworse!
curtailedinsomeway? targetsandmeasurementsfor So,beforeyoudecidePAS
Evidence?Howabout differentaspectsofadirect 2020presentsyetanotherthing
marketingchannelgrowth?It’s marketingcampaign.Itdoesn’t tothinkaboutinalready
greattohavemorechoiceand soundtoodissimilartoFormula challengingtimes,rememberto
moretargetedmedia,butthey 1self-imposingrulesinthe considertheactualimpactthis
bringtheirownchallenges. interestsofthesport,doesit? mayhaveonyourabilitytowin
But,whatwillmarketersdo;in therace.Whilegoodracingisat
Here’sthetheory particularwhenitcomestoDM? theheartofFormula1,good
Perhapsit’sa‘MalthusianTrap’? targetingisattheheartofgood
Politicaleconomictheorist Nowforthebath marketing.
ThomasMalthus(1766–1834) Fortoomanymarketers,perhaps Formula1hasintroduced
suggestedthathumankindfinds thingsarebecomingtoohard; newlimitationseveryseasonbut
awaytoself-correctany especiallywhenitcomestoDM. LewisHamilton,hispeersand
unsustainablesituation;inhis Response-basedDMmetrics predecessors,haveembraced
example,toomanypeoplefor havefallen,economicconditions thechange,engagedthe
theearthtosustain.Malthus areincrediblytoughand,now challengeandhavegonefaster
saidwhenthissituationoccurs, there’snewguidelinesaround thaneverbefore.
disease,warorfaminewillresult ‘greener’marketing.Should Andinthemarketingrace?
tocorrectthepopulationback marketersjustgiveuponDM? Onething’sforcertain,‘green’is
toasustainablelevel. No,theyshouldnot,noron averyrealmarketingissue
So,forthegreatergoodof radio,noronTVadvertisingnor todayandwereallyhaveno
Formula1,whichrelieson onemailoranyotherchannel. choiceotherthanto
followersbothtracksideand Morethaneverbefore, embracethenew
throughTVwhowanttosee there’saveryrealriskof guidelinesandfind
morecompetitiveracing, ‘throwingthebabyoutwiththe waystogofast.
restrictionsandlimitations bathwater’.Here’swhy:
NickMartinis
comeintoplaytodeliverthe MediaInterplayisasetof
managing
director,
desiredresult. innovativemethodologiesand AcxiomUK.
18 January/February2009 www.dmi-news.com
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