Marketing’s Deadly Sins • #ProjectReconnect 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 Deadly Sins • #ProjectReconnect Marketing's 7 Deadly Sins

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Marketing’s Deadly Sins • #ProjectReconnect