Viewpoint: Honda: Martin Moll, marketing director

  • Find out why advertisers are demanding more data for TV, click here
  • For a viewpoint with Santander’s director of brand and communications, click here
  • For a viewpoint with Moneysupermarket’s director of consumer marketing, click here
  • For a viewpoint with eHarmony’s UK country manager, click here
/u/a/w/MartinMoll.jpg

Every marketer’s dream is to understand who their customer is and be able to engage in a very bespoke, measurable way and then find out what more they want, what level of engagement, and how far down the consideration path they are.

The more you are able to tap into your true consumer groups, the more you will find out what they want from you, or indeed if you have got your target group wrong.

The unique selling point is the TV programme content, but what broadcasters need to shift is how they can segment the audience. And they need to be flexible with the package they sell, as well as just giving you airtime at a market rate.

The challenge for a marketer now is that consumers have so much flexibility and choice; they have different expectations of engagement and involvement.

We have gone from what has historically been a passive model into something that now has to be interactive. You have to create a series of rewards and benefits for the consumer as opposed to your message washing over them, or hoping that by osmosis it will make them favour your brands.

Using idents on Channel 4 documentary programmes is a far better place to be. Conventional TV advertising has its challenges because the cost of the creative, the whole nature of the buying space actually limits you. It can pull your budget too far in one direction and you do not have the immediacy of measurement behind that either.

Ultimately, if you do find yourself with good content, a good idea will always out. There will always be a platform for it. If there is resonance with its market and it is congruent with what consumers are looking for, they will share your message for you and they become your advocates very quickly.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here