Second guessing what people want from advertising can be dangerous and brands need to go back to basics when considering the most effective routes to boosting loyalty and sales.
Small companies can benefit just as much as big conglomerates from gaining insight into their customers and marketplaces when rolling out new ideas. Although market research sounds expensive, there are ways to achieve valuable knowledge without a huge outlay.
Many adverts take us directly into the heart of happiness: they show us families that are happy to be together, lovers who remember how to be grateful, friends who delight in one another’s company. They can be moving precisely because what they depict is so difficult to find in real life. Their emotional power is premised on evoking what is missing, rather than what is present in our lives.
“Marketing provides good payback for shareholders,” declared PepsiCo last week. This was not a statement uttered by one of the soft drink giant’s senior marketers but its chief financial officer Hugh Johnston.
The collective silence of sponsors during the European Super League fiasco spoke volumes, but brands should still be looking at ways to rebuild trust and engagement for fans of the beautiful game.
Louise Maugest will lead UK marketing operations, replacing Kris Robbens who takes on a global role as senior director of brand strategy at the soft drink giant.
The Global Alliance for Responsible Media’s new report into digital brand safety performance is a “notable milestone” for the industry, says Isabel Massey, but that does not mean marketers can rest on their laurels.
In an age of image fatigue, audio is fast becoming a favoured medium for brands looking to up the emotional engagement.