Marketing's 7 Deadly Sins

Marketing's 7 Deadly Sins
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 • 28 THIS HAS RESULTED IN FRUSTRATION WITH ADVERTISING IN GENERAL
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 • 34 THE FREQUENCY AND DURATION OF ADVERTISEMENTS FRUSTRATE PEOPLE TOO
Marketing’s Deadly Sins • #ProjectReconnect • 36 THIS APPLIES TO ALL MEDIA, NOT JUST BROADCAST ENTERTAINMENT
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 • 42 BAD USE OF MUSIC AND AUDIO IS A PARTICULAR SOURCE OF IRRITATION
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 • 48 TIMING IS KEY; GET THE MOMENT WRONG AND YOU’LL DO MORE HARM THAN GOOD
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 • 54 PEOPLE ALSO EXPRESS FRUSTRATION WITH STORYLINES THAT DON’T RELATE TO REAL LIFE
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 • 60 PUBLIC SERVICE ANNOUNCEMENTS DON’T WORK IF THE AUDIENCE SWITCHES OFF
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 • 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

Marketing's 7 Deadly Sins

Check these out next

Marketing's 7 Deadly Sins

Recommended

More Related Content

Slideshows for you(20)

Viewers also liked(15)

Similar to Marketing's 7 Deadly Sins(20)

More from We Are Social Singapore(20)

Recently uploaded(20)

Marketing's 7 Deadly Sins