marketing's 7 deadly sins
TRANSCRIPT
Marketing’s Deadly Sins • #ProjectReconnect • 1
MARKETING’S7 DEADLY SINS
SIMON KEMP • WFA PROJECT RECONNECT • WE ARE SOCIAL
THE BIGGEST ADVERTISING MISTAKES, AS IDENTIFIED BY SOCIAL MEDIA AUDIENCES
wearesocial
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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
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WHAT ARE MARKETERS’ BIGGEST MISTAKES, AND HOW DO WE AVOID MAKING THEM?
?
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APPROACH: ANALYSE MILLIONS OF TWEETSTO IDENTIFY THE GOOD, THE BAD & THE UGLY
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WE RESEARCHED MILLIONS OF ORGANIC CONVERSATIONS ON TWITTER OVER 1 YEAR
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NOTES ABOUT METHODOLOGYThis research analysed public,
English-language Twitter updatesthat were posted organically
(i.e. not in response to a survey or questionnaire) over a 6-month
period ending in early 2015.
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PEOPLE HAVE MORE GOOD THINGS TO SAY ABOUT ADVERTS THAN BAD THINGS
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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
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ALMOST ALL OF THESE POSITIVE MENTIONS REFERENCE A SPECIFIC ADVERTISEMENT
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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 Federation of Advertisers
“
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‘ADVERTISING’ CAN BE A DIRTY WORD, BUT ADVERTS EVOKE CREATIVITY AND HUMOUR
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BUT THERE’S STILL PLENTY OF ROOM FOR IMPROVEMENT IN ADVERTISING
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EXPLORING THE NEGATIVE COMMENTS REVEALS OPPORTUNITIES TO LEARN & GROW
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ADVERTS ON TV INSPIRE MORE NEGATIVE COMMENTS THAN ADVERTS IN OTHER MEDIA
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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 ONLINERADIO ADVERTISING
TRIGGERED ENOUGH COMPLAINTS TO RANK
THIRD IN TERMS OF OVERALL VOLUME
RADIO
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MEN ARE MORE LIKELY TO COMPLAIN ABOUT ADVERTS THAN WOMEN ARE
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OF NEGATIVE MENTIONS CAME
FROM MEN
OF NEGATIVE MENTIONS CAME FROM WOMEN
60% 40%
A GENDER IMBALANCE
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BUT WHAT DO PEOPLE ACTUALLY COMPLAIN ABOUT? WHAT BOTHERS THEM THE MOST?
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MARKETING’S 7 DEADLY SINS1. MARKETING SATURATION
2. CONSTANT INTERRUPTION
3. POOR QUALITY CREATIVE
4. POOR TARGETING
5. DECEPTIVE CLAIMS
6. INSENSITIVITY & SELFISHNESS
7. EXCESSIVE REPETITION
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READ ON TO EXPLORE THESE ‘7 SINS’ IN DETAIL, TOGETHER WITH EXAMPLE TWEETS
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ADVISORY: EXPLICIT CONTENTThis presentation includes 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.
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AD OVERLOAD: PEOPLE PERCEIVE THERE’S JUST TOO MUCH ADVERTISING
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THIS HAS RESULTED IN FRUSTRATION WITH ADVERTISING IN GENERAL
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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
ADVERTISESELECTIVELY
ADD VALUE,NOT VOLUME
JUST BECAUSE YOU CAN ADVERTISE
SOMEWHERE DOESN’T MEAN YOU SHOULD
BAD MEDIUM,BAD MESSAGE
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ADVERTISING’S CONSTANT INTERRUPTIONSCAUSE SIGNIFICANT FRUSTRATION
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THE FREQUENCY AND DURATION OF ADVERTISEMENTS FRUSTRATE PEOPLE TOO
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THIS APPLIES TO ALL MEDIA, NOT JUST BROADCAST ENTERTAINMENT
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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?
CONTEXTUALCONTENT
CUT THECLUTTER
AVOID AD FORMATS AND TECHNOLOGY WITH A DISRUPTIVE ‘USER EXPERIENCE’
PERSUASIONNOT INVASION
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POOR QUALITY ADVERTISING MAKES THESE INTERRUPTIONS EVEN MORE FRUSTRATING
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BAD USE OF MUSIC AND AUDIO IS A PARTICULAR SOURCE OF IRRITATION
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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
HEARTSTRINGSvs EYEBALLS
AVOID BRANDEGOCENTRISM
TAKE EXTRA CARE WHEN SELECTING
AREAS OF SUBJECTIVE TASTE SUCH AS MUSIC
MAKE SOUNDCHOICES
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SOME ADVERTISERS STILL STRUGGLE WITH EMPATHY AND APPROPRIATE TARGETING
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TIMING IS KEY; GET THE MOMENT WRONG AND YOU’LL DO MORE HARM THAN GOOD
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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
RESEARCHBEFORE REACH
PEOPLE NOTPROFILES
AIM FOR MOMENTS WITH MEANING RATHER
THAN SIMPLY AIMING FOR MASS REACH
RIGHT PLACE,RIGHT TIME
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NEGATIVE COMMENTS ARISE WHEN CLAIMS DON’T MATCH THE PRODUCT EXPERIENCE
≠
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PEOPLE ALSO EXPRESS FRUSTRATION WITH STORYLINES THAT DON’T RELATE TO REAL LIFE
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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 REALISTICEXPECTATIONS
MAKE COMMSCONGRUENT
IF YOUR PRODUCT DOESN’T DELIVER YOUR BRAND’S PROMISE, FIX IT
BEFORE ADVERTISING
INVEST WHEREIT MATTERS
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ADVERTS THAT DON’T REFLECT SOCIETY’S CONCERNS TRIGGER FREQUENT NEGATIVITY
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PUBLIC SERVICE ANNOUNCEMENTS DON’T WORK IF THE AUDIENCE SWITCHES OFF
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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 SOCIALLYSENSITIVE
ENGAGE WITHEMPATHY
UNDERSTAND PEOPLE’S MOTIVATIONS BEFORE CRAFTING MESSAGES;
GO FOR PULL, NOT PUSH
MOTIVATION vs IRRITATION
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REPETITION IS ONE OF THE MOST FREQUENT TRIGGERS OF COMPLAINT AND FRUSTRATION
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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 ISEVERYTHING
EVOLVE vsREVOLVE
DO YOU REALLY NEED TO REPEAT YOUR MESSAGE,
OR CAN YOU DELIVER IT ALL THE FIRST TIME?
OPTIMISEFREQUENCY
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LEARN MORE ABOUT PROJECT RECONNECT:http://www.projectreconnect.com
JOIN THE CONVERSATION ON TWITTER:@WFAReconnect #ProjectReconnect
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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’STOP BRANDS, INCLUDING ADIDAS, UNILEVER,
DIAGEO, NESTLÉ, HEINZ, AND LVMH.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOUTOO, CALL US ON +65 6423 1051, OR EMAIL
US AT [email protected].
FIND OUT MORE AT WEARESOCIAL.SG.
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WE ARE SOCIAL SINGAPORE
SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
+65 6423 1051
HTTP://WEARESOCIAL.SG