Connect with us

Business Marketing

The ad campaign is dead. Long live the ad campaign!

In an era where uncertainty is the only certainty, the state of the ad campaign is in limbo – read on to see if it is dead or revitalized.

Published

on

coca cola

ad campaign

The modern ad campaign is changing

Once every few seconds, a blogger tackles the topic that “changes in how we consume media have changed everything and the only thing constant in media is how things keep changing.” It’s all true, and despite being masters of the obvious, we notice this shift in communications even more acutely when a large scale tragedy strikes.

Each time there’s a fast-evolving news story, we see how we distribute, consume, and analyze media has changed. In the most recent instance, the concept of “breaking news” seems to be forever altered: first media breaks the news, then we find out the news is actually quite broken and sort out what information was actually correct by crowd sourcing.

Hardly an apology comes from the news source who was “acting on the best information they had at the time which consisted rantings by a man who has animated conversations with a fire hydrant.” The odd thing about this practice is that the consumer doesn’t seem to mind this fluidity of information. “That guy is guilty! Hang him!” “Oh wait, wrong guy.” “That’s the one, get him!”

The only certain thing is uncertainty

The only thing certain these days is uncertainty, which for you the reader now includes wondering when in the world I’ll make my point. While uncertainty in news is the norm, marketers have become addicted to a sure thing, an ideology at odds with what any somewhat with-it marketing practitioner would call “best practices.”

Ever since someone discovered that the Internet could facilitate a two-way conversation between consumers that went beyond “SALE!” “REALLY? WHERE?” – marketers have filled their conference keynotes and Proprietary 720 Degree BrandWheel x2™ Methodologies with the notion that we need to be in “constant beta” and “change on the fly.”

No longer should we as brands be getting a helicopter ride to the top of a mountain and using a gigantic bullhorn to shout our carefully-crafted and focus-grouped-to-death message at the top of our lungs. No, we should be having  real talk, off the cuff, transparent, no-holds-barred, “this is how we really make the sausage” conversations with the walking dollar signs we call our customers.

On top of that, we should let our consumer do our marketing for us: by having the aforementioned two-way conversations, we create relationships. With relationships we create trusted brand partners, and with trusted brand partners we create people with nothing better to do with their time than write our Doritos commercials for us!

Bring in the Yankees’ Bleacher Creatures

Unfortunately, with a few exceptions, both major and tiny marketers alike have taken more of a “you first” approach to this form of marketing. Professional speakers continue to fill their Social Marketer Month conference agendas with topics about letting the consumer have control. But to a CMO, that can be like letting the Bleacher Creatures manage the New York Yankees.

Sure, there will be lots of buzz around the move, but it could also be a complicated disaster. Just ask Skittles and Chevy Tahoe if they want to try crowdsourcing again.

The idea of an advertising campaign is over.

Spending months of “creative development time” consisting of Foosball tournaments, heavy drinking and womanizing, then focus grouping the results into something completely indecipherable and “flighting” a major media effort just isn’t going to work in our fast-moving media-frenzied culture. Until there’s a major marketer willing to take a giant step forward and declare the campaign dead and the consumer in control, we’re just going to have this same conversation over and over again and WAIT! BREAKING NEWS: PEPSI DECIDES TO DECLARE THE CAMPAIGN DEAD!

Whoops. My sources now tell me it’s actually Coca-Cola, and that they’re doing a 100% digital effort with no television commercials at all.

Via a series of URLs, “snackable content” around the theme “The Ahh Effect” will be created and shared by Coke agency Wieden + Kennedy, and crowdsourced by teenagers themselves. Content will be added and removed on a “trial and error” basis (sound familiar?) and of course the whole thing is optimized for mobile, because who has time to sit at a computer these days?

Will marketers follow suit?

Having worked with Coke in the past, I know the company has always been innovative in its approach – this takes it one step further. A few years ago Coke Zero was launched with an experiential campaign whose creative was vetted by Coke Zero fans before launch via a private community. This effort takes the two-way conversation to a whole new level.

Will other marketers finally take the hint and follow suit? Perhaps, after we collectively write 200 blogs and 15 keynote speeches about “How your brand can kill its campaign and be more like Coke.”

Marc Lefton is a creative director and tech entrepreneur with over 20 years of experience. He's a partner in Digikea Digital based in NYC and Gainesville, Florida.

Business Marketing

Marketing amidst uncertainty: 3 considerations

(BUSINESS MARKETING) As the end of the COVID tunnel begins to brighten, marketing strategies may shift yet again – here are three thoughts to ponder going into the future.

Published

on

Open business sign being held by business owner for marketing purposes.

The past year has been challenging for businesses, as operations of all sizes and types and around the country have had to modify their marketing practices in order to address the sales barriers created by the pandemic. That being said, things are beginning to look up again and cities are reopening to business as usual.

As a result, companies are looking ahead to Q3 with the awareness they need to pivot their marketing practices yet again. The only question is, how?

Pandemic Pivot 1.0: Q3 2020

When the pandemic disrupted global markets a year ago, companies looked for new ways to reach their clients where they were: At home, even in the case of B2B sales. This was the first major pivot, back when store shelves were empty care of panic shopping, and everyone still thought they would only be home for a few weeks.

How did this transition work? By building out more extensive websites, taking phone orders, and crafting targeted advertising, most companies actually survived the crisis. Some even came out ahead. With this second pivot, however, these companies will have to use what they knew before the pandemic, while making savvy predictions about how a year-long crisis may have changed customer behavior.

Think Brick And Mortar

As much as online businesses played a key role in the pandemic sales landscape, as the months wore on, people became increasingly loyal to local, brick and mortar businesses. As people return to their neighborhood for longer in-person adventures, brands should work on marketing strategies to further increase foot traffic. That may mean continuing to promote in-store safety measures, building a welcoming online presence, and developing community partnerships to benefit from other stores’ customer engagement efforts.

Reach Customers With PPC

Obviously brick and mortar marketing campaigns won’t go far for all-online businesses, but with people staying at home less, online shops may have a harder time driving sales. Luckily, they have other tools at their disposal. That includes PPC marketing, one of the most effective, trackable advertising strategies.

While almost every business already uses some degree of PPC marketing because of its overall value, but one reason it’s such a valuable tool for businesses trying to navigate the changing marketplace is how easy it is to modify. In fact, best practice is to adjust your PPC campaign weekly based on various indicators, which is what made it a powerful tool during the pandemic as well. Now, instead of using a COVID dashboard to track the impact of regulations on ad-driven sales, however, companies can use PPC marketing to see how their advertising efforts are holding up to customers’ rapidly changing shopping habits.

It’s All About The Platforms

When planning an ad campaign, what you say is often not as important as where you say it – a modern twist on “the medium is the message.” Right now, that means paying attention to the many newer platforms carrying innovative ad content, so experiment with placing ads on platforms like TikTok, Reddit, and NextDoor and see what happens.

One advantage of marketing via smaller platforms is that they tend to be less expensive than hubs like Facebook. That being said, they are all seeing substantial traffic, and most saw significant growth during the pandemic. If they don’t yield much in the way of results, losses will be minimal, but given the topical and local targeting various platforms allow for, above and beyond standard PPC targeting, they could be just what your brand needs as it navigates the next set of marketplace transitions.

The last year has been unpredictable for businesses, but Q3 2021 may be the most uncertain yet as everyone attempts to make sense of what normal means now. The phrase “new normal,” overused and awkward as it is, gets to the heart of it: we can pretend we’re returning to our pre-pandemic lives, but very little about the world before us is familiar, so marketing needs a “new normal,” too.

Continue Reading

Business Marketing

Advertising overload: Let’s break it down

(BUSINESS MARKETING) A new study finds that frequent ads are actually more detrimental to a brand’s image than that same brand advertising near offensive content.

Published

on

Advertising spread across many billboards in a city square.

If you haven’t noticed, ads are becoming extremely common in places that are extremely hard to ignore—your Instagram feed, for example. Advertising has certainly undergone some scrutiny for things like inappropriate placement and messaging over the years, but it turns out that sheer ad exhaustion is actually more likely to turn people off of associated brands than the aforementioned offensive content.

Marketing Dive published a report on the phenomenon last Tuesday. The report claims that, of all people surveyed, 32% of consumers said that they viewed current social media advertising to be “excessive”; only 10% said that they found advertisements to be “memorable”.

In that same group, 52% of consumers said that excessive ads were likely to affect negatively their perception of a brand, while only 32% said the same of ads appearing next to offensive or inappropriate content.

“Brand safety has become a hot item for many companies as they look to avoid associations with harmful content, but that’s not as significant a concern for consumers, who show an aversion to ad overload in larger numbers,” writes Peter Adams, author of the Marketing Dive report.

This reaction speaks to the sheer pervasiveness of ads in the current market. Certainly, many people are spending more time on their phones—specifically on social media—as a result of the pandemic. However, with 31% and 27% of surveyed people saying they found website ads either “distracting” or “intrusive”, respectively, the “why” doesn’t matter as much as the reaction itself.

It’s worth pointing out that solid ad blockers do exist for desktop website traffic, and most major browsers offer a “reader mode” feature (or add-on) that allows users to read through things like articles and the like without having to worry about dynamic ads distracting them or slowing down their page. This becomes a much more significant issue on mobile devices, especially when ads are so persistent that they impact one’s ability to read content.

Like most industries, advertisers have faced unique challenges during the pandemic. If there’s one major takeaway from the report, it’s this: Ads have to change—largely in terms of their frequency—if brands want to maintain customer retention and loyalty.

Continue Reading

Business Marketing

7 simple tips to boost your customer loyalty online

(BUSINESS MARKETING) Without a brick-and-mortar store, building rapport and customer loyalty can be a challenge, but you can still build customer loyalty online.

Published

on

Man and woman at kitchen table online shopping on laptop together, boosting customer loyalty.

With many businesses – both big and small – operating online, there are less opportunities for building those face-to-face relationships that exist in brick and mortar stores. According to smallbizgenius, 65% of the company’s revenue comes from existing customers.

It’s important to keep in mind the different tactics at your disposal for increasing customer loyalty. Noupe recently released a list of actionable tips for increasing this loyalty. Let’s examine these ideas and expand on the best.

  1. Keep your promises – Stay true to what you’ve agreed to, obviously contractually, but stay true to your company values as well. Even if you feel you’ve built a good loyalty where there is room to take a step back, don’t rest on your laurels and be sure to remain consistent. If you’ve provided a good experience, keep that going. The only change that should happen is in it getting better.
  2. Stay in communication – In addition to the ever-so-vital social media platforms, consider creating an email newsletter to stay in touch with your customers. Finding ways to have them keep you in mind should be at the front of your mind. By reaching out and being friendly, this will help retain their business.
  3. Be flexible with payments – No, don’t sell yourself short, but consider installment plans for pricier items or services. This will help customers feel more at ease when their wallet’s health is at stake.
  4. Reward programs – Consider allowing customers to accrue loyalty points in exchange for a freebie. The old punch card method is still an incredibly popular concept, and is a great way to keep people coming back. The cost associated with giving something away for free will be minimal in comparison to loyalty you receive in order for the customer to get to that point. Make sure that what a customer is putting in is about equal to what they’re getting out of it (i.e. don’t have a customer spend $100 in order to get $1 off their next purchase). If all of this proves successful, this can eventually be expanded by creating VIP levels.
  5. Prioritize customer service – A first impression is everything. By prioritizing customer service, you can help shape the narrative of the customer and how they view your business. This splinters off into them giving good word of mouth recommendations to friends and family. Be sure to keep positive customer service as the forefront of your mind, as giving a bad review is just as easy – or even easier – as giving a good review.
  6. Value feedback – Allow customers a space to provide their feedback, either on your website or on social media. Find out what brought them to you and gage how their experience was. Be sure to thank them for their feedback and take it into consideration. Feedback – both good and bad – can be vital in helping shape a business.
  7. Avoid laziness – Stay sharp at all times. Don’t treat all customers as nothing but currency. Include personalized touches wherever you can. This will make all of the difference.

Continue Reading

Our Great Partners

The
American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.

Emerging Stories

Get The American Genius
neatly in your inbox

Subscribe to get business and tech updates, breaking stories, and more!