Research’s creative riches

Many creative marketers and advertisers dislike research because they often think of it as focus groups that tend to water down or kill creative (mwlinks.co.uk/CampaignInsight). However, insights via market research can actually fuel creative and lead to award-winning campaigns, such as the ‘Think B4 You Speak’ campaign, targeting teens who use the term ‘gay’ as a negative adjective.

It used digital qualitative market research first to engage teenagers and determine the right message. Without the insight, the campaign would not have been as relevant, as strong or as compelling. It also provided a very trustworthy source of learning that was revisited many months after completion.

Steve August, chief executive and founder, Revelation Global

Follow the amazon model

Jeff Bezos’ announcement that by 2015 some Amazon deliveries will be made by drones (mwlinks.co.uk/Drones) cleverly focused attention on its fast and convenient delivery, and other etailers should be working on those services next year. Google in the US is already trialling same-day delivery, while Amazon and Asda are in talks with Transport for London over pick-up facilities at Tube stations.

But it’s not just about deliveries. Personalised offers relevant to lifestyle, geography, spend and dietary choices, and etailers doing more to turn social into online sales should also be a focus. 

Viv Craske, head of digital, Live & Breathe

Storytelling skills

The brands-as-publishers mantra has been espoused for a few years now (mwlinks.co.uk/BrandPublishers). Many brands
and agencies have sought in vain to live up to it in terms of volume, rather than quality, of content.
So much content is being produced seemingly without any thought as to what it might achieve or why anyone would watch it. 

Schooled in the more interruptive marketing disciplines and the single-minded brand message, many agencies lack the expertise to plan and create gripping content. They have little experience in broadcast audience planning and insight, of longer-form video storytelling or TV formatting. And they lack understanding of consistent and distinctive editorial positionings, which tend to be more directional and active than a single-word brand essence.

By grasping these elements, brands and agencies will start to tell more interesting and effective stories. Brands don’t need to become publishers or broadcasters but must learn to be better storytellers.

Michael Reeves, business development director, Red Bee Media

Internet of content

Technology has driven the power and appearance of brand messaging (mwlinks.co.uk/InternetCX). This is particularly the case with regards to big data. But the idea of creating ad content off the back of big data can be a difficult for companies. Many don’t have the tools required to gather these massive data sets, let alone the resources to analyse them and produce audience insights for greater interaction.

Businesses need to decide what they want to achieve from data and how the information will feed back into campaigns. Big data can be a great launch pad for targeted media messaging that actually resonates with – and helps to grow – your client base.

Celine Saturnino, head of media operations, Total Media 

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High levels of trust in online retailers and the way products are advertised on the web boosted UK online retail spend to £1,175 per head in 2012, up 16 per cent year on year, according to figures from Ofcom.

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