Marketing's 7 Deadly Sins

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WFA and We Are Social have identified the seven key ways that brand marketing is most likely to annoy consumers.

We Are Social conducted a detailed analysis of English language Twitter comments about ads over the course of six months in the context of Project Reconnect, the WFA's flagship initiative to better align brand and marketing strategy with people's changing expectations in the digital age. The goal was to help marketers identify acceptable versus unacceptable behaviours with a view to identifying potential recommendations and solutions.

The results were presented on 19 March 2015 at a Project Reconnect session as part of the WFA's Global Marketer Week in Marrakech. They formed the backdrop and context to a presentation by Jon Wilkins, Executive Chairman of Karmarama, on where he thinks the industry may be getting it wrong.

Find out more:
www.project-reconnect.com
Press release: http://ow.ly/XFIu7
Video: http://ow.ly/XFHWZ

Published in: Marketing

Marketing's 7 Deadly Sins

  1. 1. Marketing’s Deadly Sins • #ProjectReconnect • 1 MARKETING’S 7 DEADLY SINS SIMON KEMP • WFA PROJECT RECONNECT • WE ARE SOCIAL • NOVEMBER 2015 THE BIGGEST ADVERTISING MISTAKES, AS IDENTIFIEDBY SOCIAL MEDIA AUDIENCES we are social
  2. 2. Marketing’s Deadly Sins • #ProjectReconnect • 2
  3. 3. Marketing’s Deadly Sins • #ProjectReconnect • 3 ABOUT PROJECT RECONNECT Project Reconnect is an initiative led by the WFA to listen to what people really want from brands and marketing. We hope it gives marketers practical guidance to help ensure their behaviours reflect what people want and expect. FIND OUT MORE: http://www.project-reconnect.com @WFAReconnect #ProjectReconnect
  4. 4. Marketing’s Deadly Sins • #ProjectReconnect • 4 THE BRIEF
  5. 5. Marketing’s Deadly Sins • #ProjectReconnect • 5 WHAT ARE MARKETERS’ BIGGEST MISTAKES, AND HOW DO WE AVOID MAKING THEM? ?
  6. 6. Marketing’s Deadly Sins • #ProjectReconnect • 6 APPROACH: ANALYSE MILLIONS OF TWEETS TO IDENTIFY THE GOOD, THE BAD & THE UGLY
  7. 7. Marketing’s Deadly Sins • #ProjectReconnect • 7 WE RESEARCHEDMILLIONS OF ORGANIC CONVERSATIONS ON TWITTER OVER 1 YEAR
  8. 8. Marketing’s Deadly Sins • #ProjectReconnect • 8 NOTES ABOUT METHODOLOGY This research analysed public, English-language Twitter updates that were posted organically (i.e. not in response to a survey or questionnaire) over a 6-month period ending in early 2015.
  9. 9. Marketing’s Deadly Sins • #ProjectReconnect • 9 HEADLINE FINDINGS
  10. 10. Marketing’s Deadly Sins • #ProjectReconnect • 10 PEOPLE HAVE MORE GOOD THINGS TO SAY ABOUT ADVERTS THAN BAD THINGS
  11. 11. Marketing’s Deadly Sins • #ProjectReconnect • 11 THERE WERE AROUND 3 MILLION FAVOURABLE TWEETS ABOUT ADS IN THE SURVEY PERIOD THERE WERE AROUND 2 MILLION NEGATIVE TWEETS ABOUT ADS IN THE SURVEY PERIOD 60% 40% SOME SURPRISING RESULTS
  12. 12. Marketing’s Deadly Sins • #ProjectReconnect • 12 ALMOST ALL OF THESE POSITIVE MENTIONS REFERENCE A SPECIFIC ADVERTISEMENT
  13. 13. Marketing’s Deadly Sins • #ProjectReconnect • 13 In our conversations with people, we often find they are indifferent or negative towards “advertising”, but can instantly name an “ad” they love. ~ Will Gilroy,World FederationofAdvertisers “
  14. 14. Marketing’s Deadly Sins • #ProjectReconnect • 14 ‘ADVERTISING’ CAN BE A DIRTY WORD, BUT ADVERTS EVOKE CREATIVITY AND HUMOUR
  15. 15. Marketing’s Deadly Sins • #ProjectReconnect • 15 BUT THERE’S STILL PLENTY OF ROOM FOR IMPROVEMENT IN ADVERTISING
  16. 16. Marketing’s Deadly Sins • #ProjectReconnect • 16 EXPLORING THE NEGATIVE COMMENTS REVEALS OPPORTUNITIES TO LEARN & GROW
  17. 17. Marketing’s Deadly Sins • #ProjectReconnect • 17 ADVERTS ON TV INSPIRE MORE NEGATIVE COMMENTS THAN ADVERTS IN OTHER MEDIA
  18. 18. Marketing’s Deadly Sins • #ProjectReconnect • 18 SOURCES OF FRUSTRATION TELEVISION ADVERTS TRIGGERED THE GREATEST NUMBER OF NEGATIVE COMMENTS AND COMPLAINTS ADVERTISING ON SOCIAL NETWORKS AND MUSIC STREAMING SERVICES RANKED SECOND IN TERMS OF COMPLAINT VOLUMES TV ONLINE RADIO ADVERTISING TRIGGERED ENOUGH COMPLAINTS TO RANK THIRD IN TERMS OF OVERALL VOLUME RADIO
  19. 19. Marketing’s Deadly Sins • #ProjectReconnect • 19 MEN ARE MORE LIKELY TO COMPLAIN ABOUT ADVERTS THAN WOMEN ARE
  20. 20. Marketing’s Deadly Sins • #ProjectReconnect • 20 OF NEGATIVE MENTIONS CAME FROM MEN OF NEGATIVE MENTIONS CAME FROM WOMEN 60% 40% A GENDER IMBALANCE
  21. 21. Marketing’s Deadly Sins • #ProjectReconnect • 21 BUT WHAT DO PEOPLE ACTUALLY COMPLAIN ABOUT? WHAT BOTHERS THEM THE MOST?
  22. 22. Marketing’s Deadly Sins • #ProjectReconnect • 22 MARKETING’S 7 DEADLY SINS 1. MARKETING SATURATION 2. CONSTANT INTERRUPTION 3. POOR QUALITY CREATIVE 4. POOR TARGETING 5. DECEPTIVE CLAIMS 6. INSENSITIVITY & SELFISHNESS 7. EXCESSIVE REPETITION
  23. 23. Marketing’s Deadly Sins • #ProjectReconnect • 23 READ ON TO EXPLORE THESE ‘7 SINS’ IN DETAIL, TOGETHER WITH EXAMPLE TWEETS
  24. 24. Marketing’s Deadly Sins • #ProjectReconnect • 24 ADVISORY: EXPLICIT CONTENT This presentationincludes uncensored user- generated content that contains language some readers may find offensive. We have left this content as-is to highlight the depth of emotion that people express in response to marketing and advertising activities.
  25. 25. Marketing’s Deadly Sins • #ProjectReconnect • 25 #1 THE OVERALL NUMBER OF ADS
  26. 26. Marketing’s Deadly Sins • #ProjectReconnect • 26 AD OVERLOAD: PEOPLE PERCEIVE THERE’S JUST TOO MUCH ADVERTISING
  27. 27. Marketing’s Deadly Sins • #ProjectReconnect • 27
  28. 28. Marketing’s Deadly Sins • #ProjectReconnect • 28 THIS HAS RESULTED IN FRUSTRATION WITH ADVERTISING IN GENERAL
  29. 29. Marketing’s Deadly Sins • #ProjectReconnect • 29
  30. 30. Marketing’s Deadly Sins • #ProjectReconnect • 30 BE A WINNER, NOT A SINNER QUALITY BEATS QUANTITY; AIM FOR FEWER, BIGGER, BETTER ACTIVITIES ONLY ADVERTISE WHEN YOU HAVE SOMETHING MEANINGFUL TO ADD TO THE AUDIENCE’S LIFE ADVERTISE SELECTIVELY ADD VALUE, NOT VOLUME JUST BECAUSE YOU CAN ADVERTISE SOMEWHERE DOESN’T MEAN YOU SHOULD BAD MEDIUM, BAD MESSAGE
  31. 31. Marketing’s Deadly Sins • #ProjectReconnect • 31 #2 AD INTERRUTION
  32. 32. Marketing’s Deadly Sins • #ProjectReconnect • 32 ADVERTISING’S CONSTANT INTERRUPTIONS CAUSE SIGNIFICANT FRUSTRATION
  33. 33. Marketing’s Deadly Sins • #ProjectReconnect • 33
  34. 34. Marketing’s Deadly Sins • #ProjectReconnect • 34 THE FREQUENCY AND DURATION OF ADVERTISEMENTS FRUSTRATE PEOPLE TOO
  35. 35. Marketing’s Deadly Sins • #ProjectReconnect • 35
  36. 36. Marketing’s Deadly Sins • #ProjectReconnect • 36 THIS APPLIES TO ALL MEDIA, NOT JUST BROADCAST ENTERTAINMENT
  37. 37. Marketing’s Deadly Sins • #ProjectReconnect • 37
  38. 38. Marketing’s Deadly Sins • #ProjectReconnect • 38 BE A WINNER, NOT A SINNER HOW CAN YOU ADD TO THE EXPERIENCE, RATHER THAN DETRACT & DISTRACT FROM IT? DO PRIMETIME SLOTS STILL OFFER PREMIUM ADVERTISING OPPORTUNITIES? CONTEXTUAL CONTENT CUT THE CLUTTER AVOID AD FORMATS AND TECHNOLOGY WITH A DISRUPTIVE ‘USER EXPERIENCE’ PERSUASION NOT INVASION
  39. 39. Marketing’s Deadly Sins • #ProjectReconnect • 39 #3 BAD CREATIVE AND DELIVERY
  40. 40. Marketing’s Deadly Sins • #ProjectReconnect • 40 POOR QUALITY ADVERTISING MAKES THESE INTERRUPTIONS EVEN MORE FRUSTRATING
  41. 41. Marketing’s Deadly Sins • #ProjectReconnect • 41
  42. 42. Marketing’s Deadly Sins • #ProjectReconnect • 42 BAD USE OF MUSIC AND AUDIO IS A PARTICULAR SOURCE OF IRRITATION
  43. 43. Marketing’s Deadly Sins • #ProjectReconnect • 43
  44. 44. Marketing’s Deadly Sins • #ProjectReconnect • 44 BE A WINNER, NOT A SINNER INVEST IN STORIES THAT PEOPLE CARE ABOUT, NOT JUST BUYING REACH UNDERSTAND WHAT THE AUDIENCE WANTS, NOT JUST WHAT THE BRAND WANTS HEARTSTRINGS vs EYEBALLS AVOID BRAND EGOCENTRISM TAKE EXTRA CARE WHEN SELECTING AREAS OF SUBJECTIVE TASTE SUCH AS MUSIC MAKE SOUND CHOICES
  45. 45. Marketing’s Deadly Sins • #ProjectReconnect • 45 #4 INAPPROPRIATE AUDIENCE PROFILING & TARGETING
  46. 46. Marketing’s Deadly Sins • #ProjectReconnect • 46 SOME ADVERTISERS STILL STRUGGLE WITH EMPATHY AND APPROPRIATE TARGETING
  47. 47. Marketing’s Deadly Sins • #ProjectReconnect • 47
  48. 48. Marketing’s Deadly Sins • #ProjectReconnect • 48 TIMING IS KEY; GET THE MOMENT WRONG AND YOU’LL DO MORE HARM THAN GOOD
  49. 49. Marketing’s Deadly Sins • #ProjectReconnect • 49
  50. 50. Marketing’s Deadly Sins • #ProjectReconnect • 50 BE A WINNER, NOT A SINNER USE EVERY TOOL AVAILABLE TO INFORM YOUR UNDERSTANDING OF YOUR AUDIENCE USE MEDIA TARGETING TO REACH REAL PEOPLE, NOT DEMOGRAPHIC PROFILES RESEARCH BEFORE REACH PEOPLE NOT PROFILES AIM FOR MOMENTS WITH MEANING RATHER THAN SIMPLY AIMING FOR MASS REACH RIGHT PLACE, RIGHT TIME
  51. 51. Marketing’s Deadly Sins • #ProjectReconnect • 51 #5 EXAGGERATION, FALSE CLAIMS AND DECEPTION
  52. 52. Marketing’s Deadly Sins • #ProjectReconnect • 52 NEGATIVE COMMENTS ARISE WHEN CLAIMS DON’T MATCH THE PRODUCT EXPERIENCE ≠
  53. 53. Marketing’s Deadly Sins • #ProjectReconnect • 53
  54. 54. Marketing’s Deadly Sins • #ProjectReconnect • 54 PEOPLE ALSO EXPRESS FRUSTRATION WITH STORYLINES THAT DON’T RELATE TO REAL LIFE
  55. 55. Marketing’s Deadly Sins • #ProjectReconnect • 55
  56. 56. Marketing’s Deadly Sins • #ProjectReconnect • 56 BE A WINNER, NOT A SINNER DON’T OVERPROMISE IN YOUR AD CLAIMS IF YOUR PRODUCT THEN UNDERDELIVERS TELL STORIES THAT ALIGN WITH YOUR BRAND AND GUIDE YOUR AUDIENCE’S EXPECTATIONS OF IT SET REALISTIC EXPECTATIONS MAKE COMMS CONGRUENT IF YOUR PRODUCT DOESN’T DELIVER YOUR BRAND’S PROMISE, FIX IT BEFORE ADVERTISING INVEST WHERE IT MATTERS
  57. 57. Marketing’s Deadly Sins • #ProjectReconnect • 57 #6 INSENSITIVITY AND SELFISHNESS
  58. 58. Marketing’s Deadly Sins • #ProjectReconnect • 58 ADVERTS THAT DON’T REFLECT SOCIETY’S CONCERNS TRIGGER FREQUENT NEGATIVITY
  59. 59. Marketing’s Deadly Sins • #ProjectReconnect • 59
  60. 60. Marketing’s Deadly Sins • #ProjectReconnect • 60 PUBLIC SERVICE ANNOUNCEMENTS DON’T WORK IF THE AUDIENCE SWITCHES OFF
  61. 61. Marketing’s Deadly Sins • #ProjectReconnect • 61
  62. 62. Marketing’s Deadly Sins • #ProjectReconnect • 62 BE A WINNER, NOT A SINNER BE SENSITIVE TO THE CULTURAL AND SOCIETAL REALITIES IN WHICH YOU OPERATE BE CONSIDERATE AND EMPATHETIC TOWARDS YOUR AUDIENCE’S VIEWS AND NEEDS BE SOCIALLY SENSITIVE ENGAGE WITH EMPATHY UNDERSTAND PEOPLE’S MOTIVATIONS BEFORE CRAFTING MESSAGES; GO FOR PULL, NOT PUSH MOTIVATION vs IRRITATION
  63. 63. Marketing’s Deadly Sins • #ProjectReconnect • 63 #7 REPETITION IS IRRITATION
  64. 64. Marketing’s Deadly Sins • #ProjectReconnect • 64 REPETITION IS ONE OF THE MOST FREQUENT TRIGGERS OF COMPLAINT AND FRUSTRATION
  65. 65. Marketing’s Deadly Sins • #ProjectReconnect • 65
  66. 66. Marketing’s Deadly Sins • #ProjectReconnect • 66 BE A WINNER, NOT A SINNER LEAVE A SUITABLE GAP BEFORE RE-SHOWING THE SAME AD TO THE SAME PERSON AGAIN TELL AN EVOLVING STORY INSTEAD OF REPEATING THE SAME THING AGAIN AND AGAIN TIMING IS EVERYTHING EVOLVE vs REVOLVE DO YOU REALLY NEED TO REPEAT YOUR MESSAGE, OR CAN YOU DELIVER IT ALL THE FIRST TIME? OPTIMISE FREQUENCY
  67. 67. Marketing’s Deadly Sins • #ProjectReconnect • 67 FURTHER READING
  68. 68. Marketing’s Deadly Sins • #ProjectReconnect • 68 LEARN MORE ABOUT PROJECT RECONNECT: http://www.projectreconnect.com JOIN THE CONVERSATION ON TWITTER: @WFAReconnect #ProjectReconnect
  69. 69. Marketing’s Deadly Sins • #ProjectReconnect • 69 CLICK HERE TO DOWNLOAD YOUR COMPLIMENTARY COPY OF THIS REPORT CLICK HERE TO READ ADDITIONAL CONTENT RELATED TO THIS PRESENTATION DOWNLOAD READ MORE CLICK HERE TO SUBSCRIBE TO OUR MAILING LIST AND RECEIVE OUR LATEST STATS & REPORTS IN YOUR INBOX SUBSCRIBE
  70. 70. Marketing’s Deadly Sins • #ProjectReconnect • 70 WE ARE A GLOBAL AGENCY. WE DELIVER WORLD-CLASS CREATIVE IDEAS WITH FORWARD-THINKING BRANDS. WE BELIEVE IN PEOPLE, NOT PLATFORMS, AND THE POWER OF SOCIAL INSIGHT TO DRIVE BUSINESS VALUE. WE CALL THIS SOCIAL THINKING. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING ADIDAS, UNILEVER, DIAGEO, NESTLÉ, HEINZ, AND LVMH. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL US ON +65 6423 1051, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG.
  71. 71. Marketing’s Deadly Sins • #ProjectReconnect • 71 WE ARE SOCIAL SINGAPORE SIMON KEMP, REGIONAL MANAGING PARTNER @WEARESOCIALSG SAYHELLO@WEARESOCIAL.SG +65 6423 1051 HTTP://WEARESOCIAL.SG

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