| Summary: | 碩士 === 銘傳大學 === 傳播管理學系碩士在職專班 === 102 === Taiwan''s advertising industry began to develop in the late 1950s. With the establishment of Taipei Association of Advertising Agencies in 1958, the first advertising agency “Eastern Ad.” created by Mr. Wen Chunxiong was set up in 1958. The advertising agencies turned into providing integrated advertising agency services in the 1970s. In the 1980s, the government lifted the ban on foreign investment and thus the international advertising agency groups started to enter the Taiwan market.
Taiwan''s industrial growth slowed down in the late 1990s. During the time, Taiwan''s first media agency was established and the advertising industry went into the era of specialization. Getting into the twenty-first century, IMC (Integrated Marketing Communication, the IMC) rose, driving the new marketing thinking. Advertising agencies, public relations firms, media companies, marketing companies and so all advertised themselves as the best endorsement of the integrated marketing communication.
But as early as the 1990s, an advertising agency has started to use the concept of the brand manager(butler) for its customers to create the 360-degree brand equity. This company, Ogilvy &; Mather Group (Ogilvy) that established in 1985, has been operating for 28 years till 2013. The Group''s professional division of companies such as Ogilvy &; Mather Advertising, David Communication Group, Ogilvy Public Relations, Era Ogilvy, Ogilvy Interactive, OgilvyAction and RedWorks, providing customers with the 360-degree integrated marketing communication services for their brand establishment. With years of operation, Ogilvy &; Mather advertising group in Taiwan has been a well-known advertising agency. It ranked no. 2 in the advertising agency survey of brain magazine in 2012.(Apr. issue from brain magazine, 2013:92-93)
However, will the advertising agencies still be the same with the popularization of internet/network and digitalization of the information? Will advertising agencies disappear in the digital world of the future? Zhangxiang You and Xu Zhiwen (1999:26) two seniors in the advertising industry clearly pointed out that in the next century, the lives of the customers, the media and the businesses will all enter into the digital century. Therefore, the advertising agencies which follow the traditional mode of operation will have no future at ll.
For the past dozen years, internet has been gradually developed into the new media and is one kind of digital media. The commercial industry, the advertising industry and the academics all concerned about the research and topics on internet’s development and its influence on businesses. However, the theses on the relations between the integration of marketing communication industry and digital media are limited, so this study aims to have a digital marketing research on Ogilvy Group''s cognition of digital media and how it uses the digital media and the results.
In order to achieve this purpose of the study, the document analysis and depth interviews were used based on the collected digital media marketing information from Ogilvy Integrated Marketing Communications Group, hoping to organize suitable business operating direction for advertising agencies in the future digital world.
The study results showed that Ogilvy &; Mather thought that digital marketing is the future of the mainstream media marketing. Digital marketing tools are divided into four types. The first are the networks (the official website, event sites, keywords ads and billboards). The second is the social networking sites (Facebook, blogs, You Tube, Twitter, Plurk, etc.). The third is the mobile media (SMS, App, QR Code, etc.). And the rest are the fourth type (interactive installation, ECRM, DEM, etc.). The above four types are also clients often use digital tools. Other Ogilvy companies use the suitable digital marketing tools and techniques due to different company''s business types. (1) Ogilvy &; Mather advertising aims at helping its customers to find the problems by using digital tools to convey creativity and to solve customer problems. (2) Ogilvy PR uses digital tools, especially mobile devices, to increase public awareness of the goods or brand or promoting sales. (3) Ogilvy One finds insight into customer needs, providing customers a complete digital marketing plan, using digital tools to find and communicate with target audiences. (4) OgilvyAction operates paths between buyers and brand opportunities. With digital tools, it contacts directly with the consumers to turn them into buyers, and to improve customer sales. (5) RedWorks, originally the by the production services company, has transformed into a high level of creative company and provides a high level of digital technology services.
In addition, the study results show that the increasing popularity of domestic public mobile products and that the mobile media will be a popular marketing tool. Marketers should find this trend and actively get involved in understanding and developing it.
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