big data vs. creativity
Post on 20-Aug-2015
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Advertising: Science or Magic?
“Magic is the sole science not accepted by scientists, because they can’t understand it.”
“To those brands that say ‘I understand you’ I say ‘Fuck off, you don’t understand me. Mind your own business, I don’t want to be understood by you. I don’t understand myself sometimes. It can be fun.”
John Hegarty, BBH
“Big Data will enable brand marketers to genuinely understand, measure the impact of, and effectively targeted investments against their efforts to engage in social; and this allocate meaningful brand marketing dollars to social engagement initiatives amplified by paid media support.”
Jeff Dachis, Dachis Group
Medicine
Urban Planning
The Internet of Things
Security
Elections
Big Data and Advertising
We’ve come a long way
Digital Marketing: Finally, everything can be measured!
You are more likely to complete NAVY SEAL training than click a banner ad
Damn!
Are we heading in the right direction?
How should advertising utilize Big Data?
Fact is, our general state of knowledge is based on wrong assumptions and superstition
Surprisingly, the structure and dynamics of markets and the mechanics of brand growth have been known since the 60’s.
We should base our decisions on science, not on gut feelings or favorable associations with either side
Myth #1
The purpose of marketing is to create and sustain devoted love amongst consumers of our brand
Most people aren’t devoted to brands
Even Germans aren’t devoted to German beer
More of a habit than loyalty
Fans matter less than we think
• Big Data headlines
• Infographics
• Stats
There are just not enough fans of your brand to go around
• Big Data headlines
• Infographics
• Stats
The vast bulk of any brand’s user base is composed of light buyers.
• Big Data headlines
• Infographics
• Stats
Brands don’t get above average loyalty
• Big Data headlines
• Infographics
• Stats
People are loyal to family
• Big Data headlines
• Infographics
• Stats
People are loyal to friends
• Big Data headlines
• Infographics
• Stats
People aren’t loyal to brands. Repeat purchases are driven by scale. Not love.
• Big Data headlines
• Infographics
• Stats
• Big Data headlines
• Infographics
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We wish
• Big Data headlines
• Infographics
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Reality: An overwhelming indifference
• Big Data headlines
• Infographics
• Stats
Most people aren’t that into brands
• Big Data headlines
• Infographics
• Stats
People are not avid students of brands
Most people are not interested engaging with brands
• Big Data headlines
• Infographics
• Stats
We have to go beyond simply thinking in terms of engaging most loyal customers
• Big Data headlines
• Infographics
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Reach has not been replaced by depth and intimacy
• Big Data headlines
• Infographics
• Stats
Fans are actors, not the audience
• Big Data headlines
• Infographics
• Stats
Indifference demands the extraordinary
• Big Data headlines
• Infographics
• Stats
Advertising needs to be extraordinary
• Big Data headlines
• Infographics
• Stats
In the battle against indifference, mediocrity has no role
• TBD
Myth #2
We are in the persuasion business
The notion of persuading/converting people into passionate and committed consumer devotees is nothing more than fiction
• Big Data headlines
• Infographics
• Stats
There are no brand consumers, just buyers of another brand who sometimes buy you
• Big Data headlines
• Infographics
• Stats
There are no brand consumers, just buyers of another brand who sometimes buy you
• Big Data headlines
• Infographics
• Stats
People are happily polygamous in their brand relationships because brand choices for them are not that important
• Big Data headlines
• Infographics
• Stats
If it’s interesting, it will be interesting to anyone. Don’t fear to alienate current customers
• Big Data headlines
• Infographics
• Stats
Your creative ambitions should be bold and courageous
• Big Data headlines
• Infographics
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Being competitive means selling to the market, not a special segment
• Big Data headlines
• Infographics
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Advertising is in the nudging business, not the persuasion business
• Big Data headlines
• Infographics
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We try to convert people in one-off acts.
• Big Data headlines
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The real economic power of advertising is felt over the long term
• Big Data headlines
• Infographics
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The real power of advertising is to keep nudging people
• Big Data headlines
• Infographics
• Stats
Myth #3
The primary goal of communication is to create differentiation and provide winning arguments
Bigger brands have more people with mental associations with the brand overall
• Big Data headlines
• Infographics
• Stats
Most people don’t have fixed perceptions of brands
• Big Data headlines
• Infographics
• Stats
Brands are mind associations
• Big Data headlines
• Infographics
• Stats
Brand positioning doesn’t lead to exclusive relationships
• Big Data headlines
• Infographics
• Stats
What matters is the size of a brand in people’s minds. You don’t need to be remembered as different, you need to be remembered at all
• Big Data headlines
• Infographics
• Stats
Mental presence of the brand: Information has to be prominent in the memory, easily accessed when triggered by purchase or consumption cues
• Big Data headlines
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Could be an interesting statement of category membership
• Big Data headlines
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You can be creatively memorable, yet fairly meaningless.
• Big Data headlines
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Appeal to emotions
• Big Data headlines
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Appeal to intellect and emotion
• Big Data headlines
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Nobody believes this claim but it becomes a brand association
• Big Data headlines
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Brands don’t own anything
Treat difference as a jumping off point
What we know
- Scale not Love
- Nudging
- Building associations
We need to challenge our own sense of virtue, value, and significance
Let’s face it: Most advertising is not good, trying to argue the consumer into purchase
The new era of failed marketing
Technology has changed everything. And nothing at all
Be Interesting
Be Memorable
Scale It
Sustain It
Metaphors matter
Who wants to sell to people when you can create loving relationships?
3 types of friendships:
Pleasure
Usefulness
Friendship
Not stoking the fires of passion amongst fans, but nudging the behavior of the largely indifferent
Our greatest obstacle is not attention, but interest.
Are we measuring too many things?
Are we measuring the right things?
The data trail continues to increase
We love to count the wrong numbers
Are you trying to achieve communications exposure and interaction or shaping of preference and behavior?
The difference between counting and analysis
“The hallmark of good advertising? Making distinctive and memorable publicity for the brand out of next to nothing.”
A. Ehrenberg
We need to find what’s interesting, exciting and memorable that connect in the memory with our brand
• Big Data headlines
• Infographics
• Stats
Big Data is not the wheel.
Big Data is just a spoke in the wheel
• Big Data headlines
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“All things are made of atoms, and (…) Everything that lving things do can be understood in terms of the jiggling and wiggling of atoms.”
- Richard Feynmann, Theoretical physicist
• Big Data headlines
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Really?
• Big Data headlines
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RIP Mad Men
Rely on your creativity to achieve your goals.
And optimize around that goal with relevant data
• Big Data headlines
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Ensure that each iteration of the idea represents one side building off of the other’s previous concept.
• Big Data headlines
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Embrace the magic
• Big Data headlines
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Advertising’s objective: Transforming the generic and un-ownable into something compelling, memorable and useful
• Big Data headlines
• Infographics
• Stats
Isn’t that magic?
• Big Data headlines
• Infographics
• Stats
Advertising: Magic supported by science
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