Episode 18 – A Thriller of an Episode – Luke Southern – MD at Drum (Omnicom Group)


Concept, Application, Evaluation and Presentation. The four pillars to any CIM Marketing Assignment answer and we’ll be discussing these a little bit later on with the final question of the Dec 18 Level 4 CIM Digital Marketing Assignment, Question 3(c). Sad that its over? Don’t be as we will recap the whole assignment in next weeks episode, deep breath needed for that one!

Onto our guest. Luke Southern, the Managing Director of DRUM, Omnicom’s award winning content business that makes entertainment for brands, and honestly, you MUST listen to this, as it is a fascinating take on content. Luke’s career (starting with some high profile DJing at University), has covered and still does in his current role – brands, entertainment and technology – He’s a Brand-entertainologist…. I kinda just made that up, but what isn’t made up is that Luke has led the business through years of growth culminating in Cannes Lions award for content agency of the year for entertainment and advertising effectiveness.

Luke has made his career journey through some striking brands such as Virgin Media, PlayStation and Sony Music, creating compelling content that is built on winning share of mind, not buying share of voice. So being at the forefront of content creation, the best question to ask Luke to kicks things off was obviously to find out what the greatest music album of all time is?

– Luke’s career spans the introduction of Digital Music, at a time when this new format was seen as a threat to many within the music industry. But as with any change or new media, it is all about adoption and embracing the new, rather than competing against it. The less legitimate music download channels such a Napster paved the way for a subscription / streaming based approach such as Spotify and Deezer

– Focus on your strengths. As Luke points out, he’s not the most creative… and he runs a content creation agency. By focusing on the strategic elements (which he has a passion for) that are the backbone to any marketing plan, leaving the creativeness up to those that are skilled and have a passion for this skill

– In terms of creating content, content that works, it is important to consider what the content is needed for and how consumers will consume this. It is vitally important to remember that your target market will see your content through their own eyes and not yours. So even if you have a clear message, this content needs to be compelling, fun, shareable but most importantly relevant to the audience and reflective of the brand (rooted in a product, service or organisational truth – embodied within a cultural narrative)

– SVoDs (Streaming Videos on Demand) – keep an eye out. As we mentioned before, were moved from a purchase to a subscription model and the big players (such as Amazon and Netflix) are screaming for your subscription. And this also means a change in how other products and services grab attention as traditional advertising just does not work within these platforms.

Top Tip – Concept, Application Evaluation and Presentation
For any CIM qualification there are four elements that are the pillars or the formula that you will have to consider when writing your answers. These are:

Concept and Theory,

Indeed, even the presentation of your work is worth 10% of the overall marking scheme, meaning that it is vitally important that you follow the writing style that is required of you per task (for example, report, presentation or briefing paper).

As you move up through the studying levels then it is your evaluation of the particular scenarios that becomes as important as the concepts and theories these evaluations are based around. To try and break this down for you what this means is, if you are studying a Level 3 or 4 qualification then it is more important that the concepts and theories that you utilise in your answers is detailed and thorough, with evaluation to back up these notions, whereas a level 6 or 7 qualification it is your evaluation of the scenarios you face backed up with concepts and theories that become important.

The application that you use will always equate to 30% for your overall mark, which means how you apply theories and concepts within your answer – they must be relevant and, well applicable to the set scenario and the organisation of your choosing.

Assignment Question – L4 Digital Marketing – Question 3(c)
The final question of this assignment is very much based around measuring and monitoring what you have already committed to doing in your digital marketing communications mix, task 3 (b), which we have already covered in episode 17, so if you haven’t heard this episode you should really give it a listen, we can all just wait until you catch up.

Before we carry on it is important that I make sure we all understand the final question, which is; explore the key metrics and methods that will be employed in order to effectively monitor and control the digital marketing mix recommended in task 3 (b). This question has two parts for you to consider. The first part is what you should monitor and the second is how you will do this. What tools and techniques are available, that is what you need to understand. The question is asking you to explore these key metrics and methods, which will mean going into detail and almost reviewing each one and subsequently determine which is the best fit and why, with a wider consideration for the online customer experience – i.e. how are the tools used and measurements being monitored helping improve the customer journey and subsequently the multi-channel experience. Here is an example of what I am trying to explain:

If you’ve been exploring your organisations website, then you may want to focus on the bounce rate or exit or entry pages, possibly by using Google Analytics or some similar software that can assist in setting up goals and monitoring online activity. Alternatively, if social is a large part of your comms mix, sentiment analysis or social listening tools become really relevant. These provide you with a facility in which you can review what is being said online about a product, service or even your entire organisation – is it positive, negative, neutral, are there particular statements or key words that are being used on a regular basis? Again, this type of metric requires specialist software to monitor activity, for example Hootsuite or IBMs Watson – Links to all of these will be in the show notes so don’t panic.

All you’ve got to remember is if you can’t measure, you cant manage.

Happy Marketing Everyone!

Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License

Luke Southern:
Drum: http://drum.co.uk/

Proctor and Gamble History: https://www.cincinnati.com/story/news/2017/10/04/our-history-p-g-put-soap-soap-opera/732149001/

Puss In Boots – Interactive: https://www.imdb.com/title/tt7042082/

Google Speed Insight: https://developers.google.com/speed/pagespeed/insights/

CIM Marking Structure Overview: http://regions.cim.co.uk/london/home/news/2016-september/ten-essential-tips-for-studying-members/

The Power of Habit: Why We Do What We Do, and How to Change – Charles Duhigg: