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Marketing’s Deadly Sins • #ProjectReconnect • 1
MARKETING’S
7 DEADLY SINS
SIMON KEMP • WFA PROJECT RECONNECT • WE ARE SOCIAL
THE BIGGEST ADVERTISING MISTAKES, AS IDENTIFIEDBY SOCIAL MEDIA AUDIENCES
we
are
social
Marketing’s Deadly Sins • #ProjectReconnect • 2
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
Marketing’s Deadly Sins • #ProjectReconnect • 4
THE
BRIEF
Marketing’s Deadly Sins • #ProjectReconnect • 5
WHAT ARE MARKETERS’ BIGGEST MISTAKES,
AND HOW DO WE AVOID MAKING THEM?
?
Marketing’s Deadly Sins • #ProjectReconnect • 6
APPROACH: ANALYSE MILLIONS OF TWEETS
TO IDENTIFY THE GOOD, THE BAD & THE UGLY
Marketing’s Deadly Sins • #ProjectReconnect • 7
WE RESEARCHEDMILLIONS OF ORGANIC
CONVERSATIONS ON TWITTER OVER 1 YEAR
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.
Marketing’s Deadly Sins • #ProjectReconnect • 9
HEADLINE
FINDINGS
Marketing’s Deadly Sins • #ProjectReconnect • 10
PEOPLE HAVE MORE GOOD THINGS TO
SAY ABOUT ADVERTS THAN BAD THINGS
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
Marketing’s Deadly Sins • #ProjectReconnect • 12
ALMOST ALL OF THESE POSITIVE MENTIONS
REFERENCE A SPECIFIC ADVERTISEMENT
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
“
Marketing’s Deadly Sins • #ProjectReconnect • 14
‘ADVERTISING’ CAN BE A DIRTY WORD, BUT
ADVERTS EVOKE CREATIVITY AND HUMOUR
Marketing’s Deadly Sins • #ProjectReconnect • 15
BUT THERE’S STILL PLENTY OF ROOM
FOR IMPROVEMENT IN ADVERTISING
Marketing’s Deadly Sins • #ProjectReconnect • 16
EXPLORING THE NEGATIVE COMMENTS
REVEALS OPPORTUNITIES TO LEARN & GROW
Marketing’s Deadly Sins • #ProjectReconnect • 17
ADVERTS ON TV INSPIRE MORE NEGATIVE
COMMENTS THAN ADVERTS IN OTHER MEDIA
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
Marketing’s Deadly Sins • #ProjectReconnect • 19
MEN ARE MORE LIKELY TO COMPLAIN
ABOUT ADVERTS THAN WOMEN ARE
Marketing’s Deadly Sins • #ProjectReconnect • 20
OF NEGATIVE
MENTIONS CAME
FROM MEN
OF NEGATIVE
MENTIONS CAME
FROM WOMEN
60% 40%
A GENDER IMBALANCE
Marketing’s Deadly Sins • #ProjectReconnect • 21
BUT WHAT DO PEOPLE ACTUALLY COMPLAIN
ABOUT? WHAT BOTHERS THEM THE MOST?
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
Marketing’s Deadly Sins • #ProjectReconnect • 23
READ ON TO EXPLORE THESE ‘7 SINS’ IN
DETAIL, TOGETHER WITH EXAMPLE TWEETS
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.
Marketing’s Deadly Sins • #ProjectReconnect • 25
#1
THE OVERALL
NUMBER OF ADS
Marketing’s Deadly Sins • #ProjectReconnect • 26
AD OVERLOAD: PEOPLE PERCEIVE
THERE’S JUST TOO MUCH ADVERTISING
Marketing’s Deadly Sins • #ProjectReconnect • 27
Marketing’s Deadly Sins • #ProjectReconnect • 28
THIS HAS RESULTED IN FRUSTRATION
WITH ADVERTISING IN GENERAL
Marketing’s Deadly Sins • #ProjectReconnect • 29
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
Marketing’s Deadly Sins • #ProjectReconnect • 31
#2
AD INTERRUPTION
Marketing’s Deadly Sins • #ProjectReconnect • 32
ADVERTISING’S CONSTANT INTERRUPTIONS
CAUSE SIGNIFICANT FRUSTRATION
Marketing’s Deadly Sins • #ProjectReconnect • 33
Marketing’s Deadly Sins • #ProjectReconnect • 34
THE FREQUENCY AND DURATION OF
ADVERTISEMENTS FRUSTRATE PEOPLE TOO
Marketing’s Deadly Sins • #ProjectReconnect • 35
Marketing’s Deadly Sins • #ProjectReconnect • 36
THIS APPLIES TO ALL MEDIA, NOT
JUST BROADCAST ENTERTAINMENT
Marketing’s Deadly Sins • #ProjectReconnect • 37
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
Marketing’s Deadly Sins • #ProjectReconnect • 39
#3
BAD CREATIVE
AND DELIVERY
Marketing’s Deadly Sins • #ProjectReconnect • 40
POOR QUALITY ADVERTISING MAKES THESE
INTERRUPTIONS EVEN MORE FRUSTRATING
Marketing’s Deadly Sins • #ProjectReconnect • 41
Marketing’s Deadly Sins • #ProjectReconnect • 42
BAD USE OF MUSIC AND AUDIO IS A
PARTICULAR SOURCE OF IRRITATION
Marketing’s Deadly Sins • #ProjectReconnect • 43
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
Marketing’s Deadly Sins • #ProjectReconnect • 45
#4
INAPPROPRIATE AUDIENCE
PROFILING & TARGETING
Marketing’s Deadly Sins • #ProjectReconnect • 46
SOME ADVERTISERS STILL STRUGGLE WITH
EMPATHY AND APPROPRIATE TARGETING
Marketing’s Deadly Sins • #ProjectReconnect • 47
Marketing’s Deadly Sins • #ProjectReconnect • 48
TIMING IS KEY; GET THE MOMENT WRONG
AND YOU’LL DO MORE HARM THAN GOOD
Marketing’s Deadly Sins • #ProjectReconnect • 49
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
Marketing’s Deadly Sins • #ProjectReconnect • 51
#5
EXAGGERATION, FALSE
CLAIMS AND DECEPTION
Marketing’s Deadly Sins • #ProjectReconnect • 52
NEGATIVE COMMENTS ARISE WHEN CLAIMS
DON’T MATCH THE PRODUCT EXPERIENCE
≠
Marketing’s Deadly Sins • #ProjectReconnect • 53
Marketing’s Deadly Sins • #ProjectReconnect • 54
PEOPLE ALSO EXPRESS FRUSTRATION WITH
STORYLINES THAT DON’T RELATE TO REAL LIFE
Marketing’s Deadly Sins • #ProjectReconnect • 55
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
Marketing’s Deadly Sins • #ProjectReconnect • 57
#6
INSENSITIVITY
AND SELFISHNESS
Marketing’s Deadly Sins • #ProjectReconnect • 58
ADVERTS THAT DON’T REFLECT SOCIETY’S
CONCERNS TRIGGER FREQUENT NEGATIVITY
Marketing’s Deadly Sins • #ProjectReconnect • 59
Marketing’s Deadly Sins • #ProjectReconnect • 60
PUBLIC SERVICE ANNOUNCEMENTS DON’T
WORK IF THE AUDIENCE SWITCHES OFF
Marketing’s Deadly Sins • #ProjectReconnect • 61
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
Marketing’s Deadly Sins • #ProjectReconnect • 63
#7
REPETITION IS
IRRITATION
Marketing’s Deadly Sins • #ProjectReconnect • 64
REPETITION IS ONE OF THE MOST FREQUENT
TRIGGERS OF COMPLAINT AND FRUSTRATION
Marketing’s Deadly Sins • #ProjectReconnect • 65
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
Marketing’s Deadly Sins • #ProjectReconnect • 67
FURTHER
READING
Marketing’s Deadly Sins • #ProjectReconnect • 68
LEARN MORE ABOUT PROJECT RECONNECT:
http://www.projectreconnect.com
JOIN THE CONVERSATION ON TWITTER:
@WFAReconnect #ProjectReconnect
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.
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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Marketing's 7 Deadly Sins

  • 1. Marketing’s Deadly Sins • #ProjectReconnect • 1 MARKETING’S 7 DEADLY SINS SIMON KEMP • WFA PROJECT RECONNECT • WE ARE SOCIAL THE BIGGEST ADVERTISING MISTAKES, AS IDENTIFIEDBY SOCIAL MEDIA AUDIENCES we are social
  • 2. Marketing’s Deadly Sins • #ProjectReconnect • 2
  • 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. Marketing’s Deadly Sins • #ProjectReconnect • 4 THE BRIEF
  • 5. Marketing’s Deadly Sins • #ProjectReconnect • 5 WHAT ARE MARKETERS’ BIGGEST MISTAKES, AND HOW DO WE AVOID MAKING THEM? ?
  • 6. Marketing’s Deadly Sins • #ProjectReconnect • 6 APPROACH: ANALYSE MILLIONS OF TWEETS TO IDENTIFY THE GOOD, THE BAD & THE UGLY
  • 7. Marketing’s Deadly Sins • #ProjectReconnect • 7 WE RESEARCHEDMILLIONS OF ORGANIC CONVERSATIONS ON TWITTER OVER 1 YEAR
  • 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. Marketing’s Deadly Sins • #ProjectReconnect • 9 HEADLINE FINDINGS
  • 10. Marketing’s Deadly Sins • #ProjectReconnect • 10 PEOPLE HAVE MORE GOOD THINGS TO SAY ABOUT ADVERTS THAN BAD THINGS
  • 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. Marketing’s Deadly Sins • #ProjectReconnect • 12 ALMOST ALL OF THESE POSITIVE MENTIONS REFERENCE A SPECIFIC ADVERTISEMENT
  • 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. Marketing’s Deadly Sins • #ProjectReconnect • 14 ‘ADVERTISING’ CAN BE A DIRTY WORD, BUT ADVERTS EVOKE CREATIVITY AND HUMOUR
  • 15. Marketing’s Deadly Sins • #ProjectReconnect • 15 BUT THERE’S STILL PLENTY OF ROOM FOR IMPROVEMENT IN ADVERTISING
  • 16. Marketing’s Deadly Sins • #ProjectReconnect • 16 EXPLORING THE NEGATIVE COMMENTS REVEALS OPPORTUNITIES TO LEARN & GROW
  • 17. Marketing’s Deadly Sins • #ProjectReconnect • 17 ADVERTS ON TV INSPIRE MORE NEGATIVE COMMENTS THAN ADVERTS IN OTHER MEDIA
  • 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. Marketing’s Deadly Sins • #ProjectReconnect • 19 MEN ARE MORE LIKELY TO COMPLAIN ABOUT ADVERTS THAN WOMEN ARE
  • 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. Marketing’s Deadly Sins • #ProjectReconnect • 21 BUT WHAT DO PEOPLE ACTUALLY COMPLAIN ABOUT? WHAT BOTHERS THEM THE MOST?
  • 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. Marketing’s Deadly Sins • #ProjectReconnect • 23 READ ON TO EXPLORE THESE ‘7 SINS’ IN DETAIL, TOGETHER WITH EXAMPLE TWEETS
  • 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. Marketing’s Deadly Sins • #ProjectReconnect • 25 #1 THE OVERALL NUMBER OF ADS
  • 26. Marketing’s Deadly Sins • #ProjectReconnect • 26 AD OVERLOAD: PEOPLE PERCEIVE THERE’S JUST TOO MUCH ADVERTISING
  • 27. Marketing’s Deadly Sins • #ProjectReconnect • 27
  • 28. Marketing’s Deadly Sins • #ProjectReconnect • 28 THIS HAS RESULTED IN FRUSTRATION WITH ADVERTISING IN GENERAL
  • 29. Marketing’s Deadly Sins • #ProjectReconnect • 29
  • 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. Marketing’s Deadly Sins • #ProjectReconnect • 31 #2 AD INTERRUPTION
  • 32. Marketing’s Deadly Sins • #ProjectReconnect • 32 ADVERTISING’S CONSTANT INTERRUPTIONS CAUSE SIGNIFICANT FRUSTRATION
  • 33. Marketing’s Deadly Sins • #ProjectReconnect • 33
  • 34. Marketing’s Deadly Sins • #ProjectReconnect • 34 THE FREQUENCY AND DURATION OF ADVERTISEMENTS FRUSTRATE PEOPLE TOO
  • 35. Marketing’s Deadly Sins • #ProjectReconnect • 35
  • 36. Marketing’s Deadly Sins • #ProjectReconnect • 36 THIS APPLIES TO ALL MEDIA, NOT JUST BROADCAST ENTERTAINMENT
  • 37. Marketing’s Deadly Sins • #ProjectReconnect • 37
  • 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. Marketing’s Deadly Sins • #ProjectReconnect • 39 #3 BAD CREATIVE AND DELIVERY
  • 40. Marketing’s Deadly Sins • #ProjectReconnect • 40 POOR QUALITY ADVERTISING MAKES THESE INTERRUPTIONS EVEN MORE FRUSTRATING
  • 41. Marketing’s Deadly Sins • #ProjectReconnect • 41
  • 42. Marketing’s Deadly Sins • #ProjectReconnect • 42 BAD USE OF MUSIC AND AUDIO IS A PARTICULAR SOURCE OF IRRITATION
  • 43. Marketing’s Deadly Sins • #ProjectReconnect • 43
  • 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. Marketing’s Deadly Sins • #ProjectReconnect • 45 #4 INAPPROPRIATE AUDIENCE PROFILING & TARGETING
  • 46. Marketing’s Deadly Sins • #ProjectReconnect • 46 SOME ADVERTISERS STILL STRUGGLE WITH EMPATHY AND APPROPRIATE TARGETING
  • 47. Marketing’s Deadly Sins • #ProjectReconnect • 47
  • 48. Marketing’s Deadly Sins • #ProjectReconnect • 48 TIMING IS KEY; GET THE MOMENT WRONG AND YOU’LL DO MORE HARM THAN GOOD
  • 49. Marketing’s Deadly Sins • #ProjectReconnect • 49
  • 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. Marketing’s Deadly Sins • #ProjectReconnect • 51 #5 EXAGGERATION, FALSE CLAIMS AND DECEPTION
  • 52. Marketing’s Deadly Sins • #ProjectReconnect • 52 NEGATIVE COMMENTS ARISE WHEN CLAIMS DON’T MATCH THE PRODUCT EXPERIENCE ≠
  • 53. Marketing’s Deadly Sins • #ProjectReconnect • 53
  • 54. Marketing’s Deadly Sins • #ProjectReconnect • 54 PEOPLE ALSO EXPRESS FRUSTRATION WITH STORYLINES THAT DON’T RELATE TO REAL LIFE
  • 55. Marketing’s Deadly Sins • #ProjectReconnect • 55
  • 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. Marketing’s Deadly Sins • #ProjectReconnect • 57 #6 INSENSITIVITY AND SELFISHNESS
  • 58. Marketing’s Deadly Sins • #ProjectReconnect • 58 ADVERTS THAT DON’T REFLECT SOCIETY’S CONCERNS TRIGGER FREQUENT NEGATIVITY
  • 59. Marketing’s Deadly Sins • #ProjectReconnect • 59
  • 60. Marketing’s Deadly Sins • #ProjectReconnect • 60 PUBLIC SERVICE ANNOUNCEMENTS DON’T WORK IF THE AUDIENCE SWITCHES OFF
  • 61. Marketing’s Deadly Sins • #ProjectReconnect • 61
  • 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. Marketing’s Deadly Sins • #ProjectReconnect • 63 #7 REPETITION IS IRRITATION
  • 64. Marketing’s Deadly Sins • #ProjectReconnect • 64 REPETITION IS ONE OF THE MOST FREQUENT TRIGGERS OF COMPLAINT AND FRUSTRATION
  • 65. Marketing’s Deadly Sins • #ProjectReconnect • 65
  • 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. Marketing’s Deadly Sins • #ProjectReconnect • 67 FURTHER READING
  • 68. Marketing’s Deadly Sins • #ProjectReconnect • 68 LEARN MORE ABOUT PROJECT RECONNECT: http://www.projectreconnect.com JOIN THE CONVERSATION ON TWITTER: @WFAReconnect #ProjectReconnect
  • 69. 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.
  • 70. 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