Marketing's 7 Deadly Sins

Marketing’s Deadly Sins • #ProjectReconnect • 1
MARKETING’S
7 DEADLY SINS
SIMON KEMP • WFA PROJECT RECONNECT • WE ARE SOCIAL
THE BIGGEST ADVERTISING MISTAKES, AS IDENTIFIEDBY SOCIAL MEDIA AUDIENCES
we
are
social

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

THE
BRIEF

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

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

WE RESEARCHEDMILLIONS OF ORGANIC
CONVERSATIONS ON TWITTER OVER 1 YEAR

NOTES ABOUT METHODOLOGY
This research analysed public,
English-language Twitter updates
that were posted organically
(i.e. not in response to a survey
or questionnaire) over a 6-month
period ending in early 2015.

HEADLINE
FINDINGS

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 FederationofAdvertisers
“

‘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 ONLINE
RADIO 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 SINS
1. 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 CONTENT
This presentationincludes 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.

#1
THE 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
ADVERTISE
SELECTIVELY
ADD VALUE,
NOT VOLUME
JUST BECAUSE
YOU CAN ADVERTISE
SOMEWHERE DOESN’T
MEAN YOU SHOULD
BAD MEDIUM,
BAD MESSAGE

#2
AD INTERRUPTION

ADVERTISING’S CONSTANT INTERRUPTIONS
CAUSE 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?
CONTEXTUAL
CONTENT
CUT THE
CLUTTER
AVOID AD FORMATS
AND TECHNOLOGY
WITH A DISRUPTIVE
‘USER EXPERIENCE’
PERSUASION
NOT INVASION

#3
BAD 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
HEARTSTRINGS
vs EYEBALLS
AVOID BRAND
EGOCENTRISM
TAKE EXTRA CARE
WHEN SELECTING
AREAS OF SUBJECTIVE
TASTE SUCH AS MUSIC
MAKE SOUND
CHOICES

#4
INAPPROPRIATE AUDIENCE
PROFILING & 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
RESEARCH
BEFORE REACH
PEOPLE NOT
PROFILES
AIM FOR MOMENTS
WITH MEANING RATHER
THAN SIMPLY AIMING
FOR MASS REACH
RIGHT PLACE,
RIGHT TIME

#5
EXAGGERATION, 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 REALISTIC
EXPECTATIONS
MAKE COMMS
CONGRUENT
IF YOUR PRODUCT
DOESN’T DELIVER YOUR
BRAND’S PROMISE, FIX IT
BEFORE ADVERTISING
INVEST WHERE
IT MATTERS

#6
INSENSITIVITY
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 SOCIALLY
SENSITIVE
ENGAGE WITH
EMPATHY
UNDERSTAND PEOPLE’S
MOTIVATIONS BEFORE
CRAFTING MESSAGES;
GO FOR PULL, NOT PUSH
MOTIVATION
vs IRRITATION

#7
REPETITION 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 IS
EVERYTHING
EVOLVE vs
REVOLVE
DO YOU REALLY NEED TO
REPEAT YOUR MESSAGE,
OR CAN YOU DELIVER
IT ALL THE FIRST TIME?
OPTIMISE
FREQUENCY

Marketing's 7 Deadly Sins

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