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Engagement Vs Interruption
- 2. Why am I doing this?! Itʼs an important debate, but also a complex one.! Itʼs a lot easier to go along with jargon and sound-bites than interrogate the data, the essays and the facts.! It seems that a lot of people are doing the former.! And so Iʼve tried to make it a bit more lighthearted and bite- sized.! Itʼs not perfect, but hopefully it helps having a proper look at all this a little bit easier.!
- 3. Me! Iʼve spent half my career in agencies that primarily deal in “engagement”! And in making this thing, Iʼve also plundered enormously from Martin Weigel, Ed Booty and Bob Hoffman..! Iʼve spent half my career in agencies that primarily deal in “interruption”! Iʼm trying to be fair from the start…!
- 4. Both interruption and engagement are confusing words.! Couldnʼt both be interruptive?! Couldnʼt both be engaging?! Whatʼs the meaningful distinction?!
- 5. Socrates said…! the beginning of wisdom is the PRETTY definition of terms SMART FOR A FOOTBALLER
- 6. Engagement marketing is a marketing strategy that directly engages consumers and invites and encourages consumer to participate in the evolution of a brand. Advertising, in its purest form, is just Rather than looking at consumers as getting attention ! passive receivers of messages, engagement marketers believe that Alex Bogusky consumers should be actively involved in the production and co-creation of marketing programs, developing a relationship with the brand. Frederic P Miller, Agnes F Vandome, John McBrewster h9p://books.google.nl/books?id=__1fYgEACAAJ&hl=nl&sitesec=reviews
- 7. The difference! Interruption: ! Engagement:! Marketing that Marketing that communicates to its communicates to its audience via audience via projecting a something that people message to people.! participate with.!
- 8. The definition! Interruption: ! Engagement:! Marketing that is Marketing that is fundamentally fundamentally one-way! two-way!
- 9. Big brands need to communicate to significant numbers of people in order to grow.! This is a comparison of communication.! Iʼm not talking about improving the product, or the necessary conversion or service tools like websites, or shops.! Iʼm just asking:! Which is a more effective means for big brands to market to significant numbers of people?!
- 10. One-way Vs Two-way! Is there a moral difference?! Which is more effective?! Why?!
- 11. One-way Vs Two-way! Is there a moral difference?! Which is more effective?! Why?!
- 12. Sometimes, the people who believe in two-way marketing can come across as a bit self-righteous! “Interruption marketing is doomed as a mass communication tool”! “Everyone wants a conversation. They want inspiration. Inspire people with your website. Donʼt just interrupt, but interact. Asking about Return on Investment is the wrong question today. You should be asking about Return on Involvement”! “Many people in traditional marketing roles and organizations may not realize theyʼre operating within a dead paradigm”! “Interruption Marketing leaves a bad taste in the mouths of your target audience”! “And spending millions feels good. Seeing your billboard downtown, or your commercial on television seems like a strategic win. At least youʼre doing something, right?”! Sources are sometimes in the appendix!
- 13. But we all have the same end! Making a business richer.! Brands are not altruistic champions of the people. ! They are businesses.!
- 14. Whether you impact people with a one-way message, or a two-way idea, itʼs not, primarily, for the benefit of people.! Itʼs about creating something that steals into human attention / action for the benefit a brand*! *Thatʼs not necessarily evil, although it often is – but thatʼs for another debate!
- 15. Marketing is always about interrupting people with ideas!
- 16. One-way Vs Two-way! Is there a moral difference? No.! Which is more effective?! Why?!
- 17. One-way Vs Two-way! Is there a moral difference? No.! Which is more effective?! Why?!
- 18. Yes. Itʼs a whipping boy.! But in terms of a two-way marketing replacing one-way marketing, PEPSI refresh is a robust example:! BIG BRAND! +! $20m SPEND! 2009: Pepsi spend the $20m on one-way Superbowl ads ! 2010: Pepsi spend the $20m on a two-way campaign and actually GAVE THE MONEY AWAY TO GOOD CAUSES. !
- 19. It didnʼt work.! TheW StreetJournal reported that Pepsi-Cola and Diet Pepsi had each a! lost about 5% of their market share in the past year. $ For the Pepsi-Cola brand alone this represents a loss of over $350 million. $ For both brands, the loss is probably something in the neighborhood of 400 million to half-a-billion dollars.$ For the first time ever Pepsi-Cola has dropped from its traditional position as the number two soft drink inAmerica to number three (behind Diet Coke.)$ In 2010, Pepsi's market share erosion accelerated by 8 times compared to the previous year.$ Source: Wall Street Journal andAdcontrarian – see appendix!
- 20. 80+ million votes registered; almost 3.5 million "likes" on the Pepsi Facebook page; and almost 60,000 Twitter followers arenʼt enough.! These numbers arenʼt that big really…! 3.5 million fans arenʼt so relevant when your competitor serves Americans 335 million drinks every day.! Source: See appendix!
- 21. A few killer stats…! Of 200 brands studied, Ehrenberg-Bass have shown that on average less than 0.5% of Facebook fans engage with the brand they are fans of. Only 10% of brands manage to get over the 1% of fans engaging mark.! 80% of branded apps get less than 1,000 downloads, and most have barely any active users.! 50% of click-throughs on online ads come from the same 6% of people, who tend to come from low income groups.! Sources: See appendix!
- 22. Sure there have been a few awards. But the transformational effectiveness case studies for two-way campaigns are conspicuously lacking.!
- 23. There are too many of these instead*! *This is lazy, and naughty. More on this later."
- 24. Time to face facts! TWO-WAY MARKETING ANYWHERE NEAR AS AMAZINGLY AS IT SAID IT WOULD
- 25. It is of course also true that people are also pre- disposed to reject one-way marketing.! And indeed, they do. ! Dave Trott tells us that of the £18.3 billion spent on advertising in the UK last year, 89% is not even noticed or remembered. 7% is remembered negatively, leaving 4% to be remembered positively.! Looking at some of the work, Steve Henryʼs anecdote that the average return on a UK advertising pound is 56p seems plausible.!
- 26. But the recent success stories are there for all to, robustly, see! Hovis – 2010 IPA Grand Prix! Chrysler – 2012 Grand Effie! Johnnie Walker – 2008 IPA Grand Prix! The list goes on… Audi, Old Spice, Bravia, Compare the Meerkat (Go Compare, even), O2, Ovaltine…!
- 27. 250 Case Studies from the last 7 years: Traditional “one-way” fares pretty well Vs. “two-way”! Putting the models to the test: IPAdataMINE 2011!
- 28. One-way Vs Two-way! Is there a moral difference? No.! Which is more effective? One-way. Often.! Why?!
- 29. One-way Vs Two-way! Is there a moral difference? No.! Which is more effective? One-way. Often.! Why?!
- 30. Think about it…!
- 31. I can remember watching a football match at University.! When the ad break came on, the Cadburyʼs Gorilla advert started to play. People actually “shussshed” other people. ! The bar was quieter than at any other point in the afternoon. ! People watched with real anticipation, genuinely entertained – made happy even. Some remarked upon how good it was, and then they went on with their day. ! That was the moment I decided I might be ok with working for brands. !
- 32. To be fair, thereʼs also a lot of this!
- 33. But there are, undeniably, these!
- 34. Iʼve never seen someone (normal) talk about a two-way idea in the pub!
- 36. 1. People donʼt care. Especially about brands. One-way marketing doesnʼt rely on them caring much. Two-way marketing does.!
- 37. Anyone who has ever contemplated getting a much-loved picture framed, or going to a colleague- that-we-actually-got-on- well-withʼs leaving drinks on Tuesday night, knows this. ! We can barely be bothered to engage in two-way behaviour with most things we like and most people we know. !
- 38. Only 17% of people in the UK are “intensely” participating with anything online !
- 39. Shouldnʼt we consider relationships with brands…! …as scaled back a thousand times from even this?!
- 40. Ehrenberg-Bass have shown, across 145 brands and 13 categories: ! Just 20% of a brandʼs customers hold about 40% of the image associations. ! The rest of knowledge about the brand is spread hazily across the other 80%. ! Source: Ehrenberg Bass / Martin Weigel – see appendix!
- 41. For that 80%, who make or break a business, brands largely exist as a low-involvement processing function, that allow us to make easy, safe choices without the burden of “engaged” thought or activity. ! They are more likely to function as a well- remembered red berry on a bush than a good friend. ! A light guarantee of reliability and general favourability, not a deep or meaningful connection. !
- 42. Most of us are polygamously promiscuous with virtually every brand we ever buy. ! Why?! Because not caring is a natural, human way of relating to a brand. !
- 43. In short, success for most brands is largely dependent upon people who would probably find the thought of participating in two-way communication with that brand quite horrible.!
- 44. Which feels pretty instinctively spot on! Think about all the brands that you interact with, even buy and use, every day. ! When was the last time you wanted to engage in any two-way interaction with any of them?*! *It doesnʼt count if you had to do it for your job. !
- 45. This kind of thing is starting to look a little bit shaky…!
- 46. Are there any exceptions? Maybe…! Thanks, Sell Sell!
- 47. Nike have done amazingly well to build up audiences on things like Facebook, and now spend less pushing out content through paid media !
- 48. But at its biggest and best, itʼs still light, one-way style communication in a slightly two-way channel! *Yes, I know people have to seek this stuff out, and they do like it and share it." But you have to wonder…" How many people explored the tunnels, compared to the tens of millions that watched the film?"
- 49. Nike are actually quite similar to most brands: They donʼt benefit to any extraordinary degree from loyal customers! Source: Professor Dawes, UK SPORTSWEAR MARKET 2009, TNS Superpanel Via Martin Weigel – see appendix!
- 50. Because not even most Back of fag packet customers of the ultimate high Nike calculations! interest brand are all queuing up to engage at a deep level. ! Sell 200,000,000 shoes alone per I love football, and running. I have year! Nike football boots, and running Nike + has less than 5,000,000 shoes. ! active users.! I have watched their films on TV It seems unlikely that deep two-way communications are driving all of and online, and enjoyed them.! their success!! In fact, it seems unlikely that it is I have never deeply engaged with driving the majority of it.! Nike though. ! *Iʼm not saying current one-way communication is either – 30 years of Iʼd argue that the majority of their great branding, sponsorship, customers still fall into that camp.! advertising and distribution and some two-way marketing are, probably"
- 51. Can push two-way a lot The real point is that a further than brands like rare brand like this:! this:! Almost NO brands are like this! AlmostALLbrands are like this!
- 52. As usual, Sell Sell hit the nail on the head… !
- 53. After consulting the facts, and consulting our instincts, does it not appear that most people, quite reasonably, donʼt care very much at all about most brands?! Therefore, does it not appear that most people could well be largely pre-disposed to reject most two-way marketing with most brands?!
- 54. One-way Vs Two-way! Is there a moral difference? No.! Which is more effective? One-way. Often.! Why? ! 1. Most people donʼt want two-way with most brands!
- 55. 2. Two-way marketing often seems focused on what some people can do. Not what all people actually do do. Which is doodoo.!
- 56. Where the heads of the new marketing gurus are…! Where the behaviours of actual people are… ! Stolen from Ed Booty!
- 57. All of advertising is not all of people!
- 58. A lot of one-way related media still has majority reach! 1981! 2011! Average Brit watches 4 hours of TV a day. ! Average Brit watches 4 hours of TV a day. ! Favourite British show is a soap. ! Favourite British show is a soap. ! Favourite British news source is The Sun.! Favourite British news source is The Sun.! Americans get most of the video they watch Americans get 98% of the video they watch via TV! via TV! Americans with TVs watch almost all of their Americans watch almost all of their TV live, TV live! only 7% of total viewing is “timeshifted”! Americans sometimes make a sandwich Americans with TiVo skip 11.2% more ads. while the ads are on! But thatʼs only 1.2 and 5.6% of total ads*! Americans donʼt even know what Americans do 5% of their total purchasing Ecommerce is! online! *Americans also still eat sandwiches, possibly more – Other less funny footnotes in the appendix"
- 59. A lot of two-way related media is still niche! Non-majority take-up! Not working for marketing! OR INTERACTIVE TV! FACEBOOK Only 5% in the UK have bought it, and less than Almost nobody interacts with brands on 50% of them have bothered to connect it – that Facebook! leaves almost nobody to even collect data from regarding interaction with brands! APPS! SMARTPHONES! Almost nobody downloads branded apps, or Even in the US, only 38% of people have the uses them more than once! Android or iOS phones that can offer good two-way experiences! ONLINE! TABLETS ! Click-throughs are dominated by relatively 11% of people in the UK have them! small numbers of generally less affluent people. Itʼs rare that large numbers go to THE NON-FACEBOOK SIDE OF SOCIAL! micro-sites or campaign pages.! No other network has close to 50% of people on it! QR! Do we really need to go there?! Sources: See appendix!
- 60. Success for brands comes from growing with the many, not with the few! Source: Charles Graham 2010, TNS Superpanel Via Martin Weigel – see appendix!
- 61. Two-way also targets the interested minority who are likely to buy your product anyway !
- 62. Whilst one-way can impact the disinterested majority who deliver growth ! SALES! Pantene:! Sales split by Customer Frequency! Most sales come from the most infrequent buyers! FREQUENCY! Source: Professor Dawes, 2009, TNS Superpanel Via Martin Weigel see appendix!
- 63. Which explains why two-way communications didnʼt work for Pepsi Refresh… It failed to impact the disinterested majority who make up the majority of Cola sales! Source: ByronSharp,HowBrandsGrow!
- 64. Even great online products and services that “engage” people in deep two-way behaviour every day are using one-way marketing to drive growth via penetration!
- 65. If weʼre being harsh…! One-way! Two-way! Uses mass media! Uses niche media! to! to! Give you a shot at Reward small numbers growing sales with the of loyalists for what they majority! were already doing!
- 66. Social media, the internet and technology has changed things for people.! But that doesnʼt mean that lots of things havenʼt stayed the same too.! And that certainly doesnʼt mean that the way brands can market to significant numbers of people has changed overnight.!
- 67. One-way Vs Two-way! Is there a moral difference? No.! Which is more effective? One-way. Often.! Why? ! 1. Most people donʼt want two-way with most brands! 2. One-way can reach and impact the majority!
- 68. 3. One-way communication has been practicing making realistic pitches to large numbers of people who donʼt care about brands for years!
- 69. Maybe two-way marketing is often struggling because people thought that it could play by different rules? It began with a reversal of how weʼd always thought about marketing. God knows, weʼve all heard it…!
- 70. The world has changed. Everything is dead. The smart people are engaging consumers with co-creative content that allows them to share because people are in control of media which is always on like them and brands have to move all the time and never sleep and your handwash product is not a product it is a perpetual quantum service that the people want to participate in via transmedia like everything else and everything has changed.!
- 71. The gurus who still espouse this make it all sound so easy…! "...become social thru Pinterest ..." all of a sudden you become a magnet for whatʼs hot!”" Go to the appendix if you donʼt believe me!
- 72. And then all of a sudden youʼve spunked a load of money on this…!
- 73. Or this…!
- 74. Or this…!
- 75. Or, youʼre just continually filling the world with drivel like this…!
- 76. Surely thinking that people will ever want to do stuff with brands will always be a very self-involved, very unrealistic, very lazy and very arrogant thing for marketers to think.!
- 77. At its best, one-way marketing understands that it makes a play for attention-lite from a position of enormous disadvantage.! It sets out to throw something out to people that is good enough to overcome the odds so steeply stacked against it. ! At its best, it remembers that its primary mission, if it is to have any chance of making any impact, is to win the precious and rightfully reluctant attention of people by offering them something incredibly distinctive, beautiful, interesting, funny, poignant, or all of these things.! Without asking for something back. !
- 78. One-way Vs Two-way! Is there a moral difference? No.! Which is more effective? One-way. Mostly.! Why? ! 1. Most people donʼt want two-way with most brands! 2. One-way can reach and impact the majority! 3. One-way can often actually feel more generous!
- 79. REALISM Accepts that it begins at a position of very great disadvantage! Is ridiculously mindful of the human disposition to disregard it ! SCALE Maps to actual, not potential, human behaviours! Reaches the majority who make or break a brand! GENEROSITY! Rewards and entertains people to the nth degree! Asks and expects as little back from people as possible!
- 80. One-way Vs Two-way! Is there a moral difference? No.! Which is more effective? One-way. Often.! Why? ! 1. REALISM! 2. SCALE! 3. GENEROSITY !
- 81. What next?!
- 82. MAYBE WEʼVE FOUND THE PROBLEM!!
- 83. Secrets of successful Stumbling blocks of bad one-way communication?! two-way communication?! - It recognises that most - It depends upon most people will never care much people caring about most about most brands! brands – they really donʼt! - It works with, not against, - Is often too focused on the likely human behaviour of possible, not likely, human most people! behaviour of most people! - Is extremely generous and - Isnʼt often not being asks very little back from generous enough, and is people! asking too much back!
- 84. The irony is… That two-way marketing could probably do better by learning from the very principles of the “traditional” one-way marketing* that it has so often declared to be dead. ! *The amazingly good examples"
- 85. Is two-way success possible? Of course. Thereʼs been an example this month… !
- 86. REALISM SCALE – this might change, a bit GENEROSITY!
- 87. REALISM – this wonʼt SCALE – this might change, a bit GENEROSITY – this wonʼt!
- 88. If it is to succeed, two-way marketing will have to seriously raise its game, and seriously lower its opinion of itself.! And it will only do so by following the same, traditional, paths to success as good one-way marketing…!
- 90. Appendix !
- 91. Slide 12! Seth Godin! Permission Marketing. New York: Simon & Schuster, 1999.! (I donʼt disagree with everything Seth Godin says. I do disagree with this. I singled him in the picture because his glasses matched the halo)! Read more at http://www.thedrum.co.uk/news/2012/04/25/marketing-dead-says-saatchi-saatchi- ceo#IVB5r9HUhly5YEqK.99 ! http://www.tumblr.com/tagged/bill-lee! http://www.prdaily.com/Main/Articles/ Advertising_doesnt_work_anymore_for_your_brand_11895.aspx ! http://www.catalystmarketers.com/tag/interruption-marketing/! http://www.copyblogger.com/advertising-is-dead/!
- 94. Slide 21! 1. http://martinweigel.org/2012/07/09/lightweight- and-generous/ ! 2. Deloitte TMT 2012 Predict & http://digital-stats.blogspot.nl/2011/07/80-of- branded-mobile-apps-have-been.html ! 3. http://www.netpaths.net/blog/6-percent-of- surfers-generate-50-percent-clicks/ !
- 95. Slide 23 (and 61)! http://wearesocial.net/blog/2012/07/putting- facebook-fan/ !
- 96. Slide 40! Source: Ehrenberg Bass / Martin Weigel! http://martinweigel.org/2012/07/09/lightweight- and-generous/ !
- 98. Slide 58! 1. Ed Booty - http://bbh-labs.com/majority-report-looking-through-the-digital-hype ! 2. Ed Booty - http://bbh-labs.com/majority-report-looking-through-the-digital-hype ! 3. Ed Booty - http://bbh-labs.com/majority-report-looking-through-the-digital-hype ! 4. Adcontrian - http://adcontrarian.blogspot.nl/2010/09/amazing-invisible-tivo-effect.html & http://www.admavericks.com/2012/05/14/lessons-from-the-ad-contrarian/ and http://www.scribd.com/doc/92847814/The-Cross-Platform-Report-Q4-2011-Nielsen-May12 ! 5. SEE BELOW FOR THE MATHS: Adcontrian - http://adcontrarian.blogspot.nl/2010/09/amazing-invisible-tivo-effect.html & http://www.admavericks.com/2012/05/14/lessons-from-the-ad-contrarian/ and http://www.scribd.com/doc/92847814/The-Cross-Platform-Report-Q4-2011-Nielsen-May12 ! 6. SEE BELOW FOR THE MATHS: Adcontrian - http://adcontrarian.blogspot.nl/2010/09/amazing-invisible-tivo-effect.html & http://www.admavericks.com/2012/05/14/lessons-from-the-ad-contrarian/ ! 7. Adcontrian - http://adcontrarian.blogspot.nl/2010/09/amazing-invisible-tivo-effect.html & http://www.admavericks.com/2012/05/14/lessons-from-the-ad-contrarian/ ! http://www.dukeresearchadvantage.com/laura/2010/05/04/tivo-is-not-kryptonite-for-tv-ads-after-all/#more-1166 ! About 35% of households have DVRs. ! They time-shift 5% of the time. ! Total amount of time-shifted TV is 1.7%! People skip ads while time shifting 70% of the time.! Total percent of TV ads being missed in America is 1.2%.! (Ball Uni study actually has the figure at less than 5% of TOTAL viewing shifted.)! http://www.scribd.com/doc/92847814/The-Cross-Platform-Report-Q4-2011-Nielsen-May12! Nielsen report above has TVR shifting at 16%.! 35% of people have TVR.! They time shift 16% of the time.! = 5.6% of total viewing is time shifted.! For the 35% of Americans with TiVo:! Those that do time shift do it 16% of the time, and when they time shift they skip ads 70% of the time.! So even the TiVo crowd are only skipping 11.2% more ads!!
- 99. Slide 59! 1. Ed Booty - http://bbh-labs.com/majority-report-looking-through-the-digital-hype ! 2. ComScore Smartphone Penetration cut by iOS and Android share of market! 3. Ofcom UK study: http://media.ofcom.org.uk/2012/07/18/uk-is-now-texting-more-than-talking/ ! 4. Sfheat.com ! 5. See slide 21! 6. See slide 21! 7. See slide 21! 8. Use your brain! !