A survey was conducted by asking a small army of marketers, advertising and media professionals to look back at 2012 about their experiences of what they didn't understand, the classes they skipped, the notes and lessons lost.
Some points Marketers didn't learn:
1.Digital strategy does not equal 'like' strategy:A large collection of fans on Facebook is just that, and it does not guarantee engagement. Neither does the number of "likes" equal brand loyalists. What might help to drive the point home is an example from our history textbooks. So for starters figure out what you need, it is a big spread and there's no room for ambiguity.
2.No longer is it safe to play safe:
It might have worked for the old shoemaker who had elves to finish his homework while he snoozed. But in the real world, decisions don't make themselves. Often marketers are scared to come across as tough within their own organizations and as a result nobody makes the hard decisions to change the game. Furthermore, most of the world's greatest campaigns exist because of brave clients who believed in their gut, say our experts.
3.Be prepared, gas-mask all:
The past few years are littered with some great examples of brand related catastrophes of Mayan proportions. Some marketers have been exploring their adventurous side by experimenting with social media. All it takes is a stray tweet with questionable content, an incriminating video, a hateful comment on a blog, a campaign gone wild, a rogue employee in self-destruct mode, be it offline or online.
4.Think Avengers, not superman:
As digital and social media communications evolve, there will be several million ideas floating like debris in outer-space. But they need to come together to be more powerful. Our experts tell us one of the lessons communication groups need to learn is how to communicate, with each other for starters. At a pitch one talks about the wonders of this and that but when it comes to day-to-day operations the house falls apart.
5."Old" people exist:
Brands aren't saying it. But years of deeply engaging conversations with the youth of our great nation often makes it seem like one fine day the ground under our feet split open and swallowed whole all the unfortunate souls on the wrong side of 35. So yes, it's critical to appeal to the youthful segment.
6.IPL and Bebo. There are other properties worth your marketing money:
Is it right then to let the Indian Premier League decide your marketing calendar for the year? More and more marketers have started to re-arrange their annual campaign plans around the league. That's great for the sport.
7. 'The Innovation' ceases to exist the second time around:
A newspaper jacket is not media innovation. Launching a TVC on YouTube is not media innovation. Setting up a Facebook page and Twitter account for your brand is not media innovation. Now write that down, one hundred times.
8. Willing yourself into a slowdown is a bad idea:
Run back to the trenches. Retreat! Retreat! According to the experts we spoke to, most marketers quite simply willed themselves into a slowdown. And it makes one do crazy things. A whole bunch of marketers went low on launches and invested in schemes and incentives to the point where the consumer is now deeply suspicious of offers.
9. The consumer is smarter than you. You are the idiot if you think otherwise
10. Learn from others' mistakes. And yours
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