marketing's 7 deadly sins

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MARKETING’S 7 DEADLY SINS SIMON KEMP WFA PROJECT RECONNECT WE ARE SOCIAL THE BIGGEST ADVERTISING MISTAKES, AS IDENTIFIED BY SOCIAL MEDIA AUDIENCES we are social

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Page 1: Marketing's 7 Deadly Sins

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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THEBRIEF

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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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HEADLINEFINDINGS

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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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#1THE OVERALL

NUMBER OF ADS

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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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#2AD INTERRUPTION

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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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#3BAD CREATIVE AND DELIVERY

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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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#4INAPPROPRIATE AUDIENCEPROFILING & TARGETING

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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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#5EXAGGERATION, FALSE

CLAIMS AND DECEPTION

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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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#6INSENSITIVITY

AND SELFISHNESS

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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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#7REPETITION IS

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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FURTHERREADING

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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

[email protected]

+65 6423 1051

HTTP://WEARESOCIAL.SG