MARKETING’S 7 DEADLY SINS - Vietnam Businessresearch.vietnambusiness.tv/projectreconnect... ·...

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


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


THEBRIEF


WHAT ARE MARKETERS’ BIGGEST MISTAKES, AND HOW DO WE AVOID MAKING THEM?

?


APPROACH: ANALYSE MILLIONS OF TWEETSTO IDENTIFY THE GOOD, THE BAD & THE UGLY


WE RESEARCHED MILLIONS OF ORGANIC CONVERSATIONS ON TWITTER OVER 1 YEAR


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.


HEADLINEFINDINGS


PEOPLE HAVE MORE GOOD THINGS TO SAY ABOUT ADVERTS THAN BAD THINGS


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


ALMOST ALL OF THESE POSITIVE MENTIONS REFERENCE A SPECIFIC ADVERTISEMENT


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

“


‘ADVERTISING’ CAN BE A DIRTY WORD, BUT ADVERTS EVOKE CREATIVITY AND HUMOUR


BUT THERE’S STILL PLENTY OF ROOM FOR IMPROVEMENT IN ADVERTISING


EXPLORING THE NEGATIVE COMMENTS REVEALS OPPORTUNITIES TO LEARN & GROW


ADVERTS ON TV INSPIRE MORE NEGATIVE COMMENTS THAN ADVERTS IN OTHER MEDIA


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


MEN ARE MORE LIKELY TO COMPLAIN ABOUT ADVERTS THAN WOMEN ARE


OF NEGATIVE MENTIONS CAME

FROM MEN

OF NEGATIVE MENTIONS CAME FROM WOMEN

60% 40%

A GENDER IMBALANCE


BUT WHAT DO PEOPLE ACTUALLY COMPLAIN ABOUT? WHAT BOTHERS THEM THE MOST?


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


READ ON TO EXPLORE THESE ‘7 SINS’ IN DETAIL, TOGETHER WITH EXAMPLE TWEETS


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.


#1THE OVERALL

NUMBER OF ADS


AD OVERLOAD: PEOPLE PERCEIVE THERE’S JUST TOO MUCH ADVERTISING


THIS HAS RESULTED IN FRUSTRATION WITH ADVERTISING IN GENERAL


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


#2AD INTERRUPTION


ADVERTISING’S CONSTANT INTERRUPTIONSCAUSE SIGNIFICANT FRUSTRATION


THE FREQUENCY AND DURATION OF ADVERTISEMENTS FRUSTRATE PEOPLE TOO


THIS APPLIES TO ALL MEDIA, NOT JUST BROADCAST ENTERTAINMENT



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


#3BAD CREATIVE AND DELIVERY


POOR QUALITY ADVERTISING MAKES THESE INTERRUPTIONS EVEN MORE FRUSTRATING


BAD USE OF MUSIC AND AUDIO IS A PARTICULAR SOURCE OF IRRITATION



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


#4INAPPROPRIATE AUDIENCEPROFILING & TARGETING


SOME ADVERTISERS STILL STRUGGLE WITH EMPATHY AND APPROPRIATE TARGETING


TIMING IS KEY; GET THE MOMENT WRONG AND YOU’LL DO MORE HARM THAN GOOD



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


#5EXAGGERATION, FALSE

CLAIMS AND DECEPTION


NEGATIVE COMMENTS ARISE WHEN CLAIMS DON’T MATCH THE PRODUCT EXPERIENCE

≠


PEOPLE ALSO EXPRESS FRUSTRATION WITH STORYLINES THAT DON’T RELATE TO REAL LIFE



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


#6INSENSITIVITY

AND SELFISHNESS


ADVERTS THAT DON’T REFLECT SOCIETY’S CONCERNS TRIGGER FREQUENT NEGATIVITY


PUBLIC SERVICE ANNOUNCEMENTS DON’T WORK IF THE AUDIENCE SWITCHES OFF



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


#7REPETITION IS

IRRITATION


REPETITION IS ONE OF THE MOST FREQUENT TRIGGERS OF COMPLAINT AND FRUSTRATION



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


FURTHERREADING


LEARN MORE ABOUT PROJECT RECONNECT:http://www.projectreconnect.com

JOIN THE CONVERSATION ON TWITTER:@WFAReconnect #ProjectReconnect


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.


WE ARE SOCIAL SINGAPORE

SIMON KEMP, REGIONAL MANAGING PARTNER

@WEARESOCIALSG

[email protected]

+65 6423 1051

HTTP://WEARESOCIAL.SG

MARKETING’S 7 DEADLY SINS - Vietnam Businessresearch.vietnambusiness.tv/projectreconnect... ·...

Documents

Transcript of MARKETING’S 7 DEADLY SINS - Vietnam Businessresearch.vietnambusiness.tv/projectreconnect... ·...

ten marketing sins deadly

The Deadly Sins in Public Administrationirpublicpolicy.ir/wp-content/.../The-Deadly-sins-in... · CURRENTS and SOUNDINGS THE DEADLY SINS IN PUBLIC ADMINISTRATION Peter F. Drucker,

The 7 Deadly Sins

Seven Deadly Sins - wikipedia

Taglines 7 Deadly Sins

7 Deadly Sins Zine

7 DEADLY SINS OF LEADERSHIP - Ross Group Consulting LLC Deadly Sins of... · 2011. 8. 18. · 7 DEADLY SINS ! OF LEADERSHIP! ! learning – leadership – performance ... real time

7 Deadly Sins Poster

Seven deadly sins - Westfield Big Book Workshopwbbw.org/wp-content/uploads/2017/08/7_deadlysins_Wikipedia.pdf · Seven deadly sins 1 Seven deadly sins For other uses, see Seven Deadly

MARKETING’S 7 DEADLY SINS - Vietnam Business · 2017-06-05 · marketing’s 7 deadly sins 1. marketing saturation 2. constant interruption 3. poor quality creative 4. poor targeting

Deadly Sins 22

The 7 Deadly Sins - 鉄侍 THE IRON SAMURAI€¦ · Nick Horton, USAW 7 Deadly Sins

Marketing's 7 Deadly Sins

5 Deadly LinkedIn sins

Seven Deadly Camera Sins

Seven deadly theming sins

7 deadly sins

Seven Deadly Sins Leanne Howard - Meetupfiles.meetup.com/3625432/7 deadly sins intro & end slides... · 2016-03-13 · Seven Deadly Sins Leanne Howard Thursday, 10 March 2016 L53,

The Seven Deadly Sins of Sponsorshipafptoronto.org/wp-content/uploads/2016/11/G-17-Chris-Baylis.pdf · The Seven Deadly Sins of Sponsorship ... the deadly sins •Identify actions

Seven Deadly - Daily Sins