Tim Webster
Tim Webster 26 July 2017

Less crap, more craft: A how to for marketers

Marc Pritchard, P&G’s Chief Brand Officer, once again threw down the gauntlet at Cannes Lions by promoting less crap and more craft in advertising. Of course he’s right that as an industry we should constantly be working to improve ad quality. Yet there’s a lot of pressure to transform brands for the better, embrace new platforms, and be seen as innovative. Pressure that often falls squarely on the shoulders of the CMO.

Though not the be all and end all, an essential tool to achieve a successful marketing campaign is data. Indeed, this year alone, programmatic digital display ad spending in the US is predicted to reach $32.5 billion — with nearly four of every five US digital display dollars going towards automated, data-driven advertising. But old habits die hard, so just how do we raise advertising standards and keep them high?

Format matters

By now, one thing we should all know is that audiences don’t appreciate pop-ups. You know the ones; the auto-play with music blaring out from who knows where, the hunt for the tiny ‘X’ which will free you from the distraction. Sound familiar?

Even Google is planning to block pop-ups in a bid to improve advertising and the browsing experience as a whole. There’s no denying it’s time to move on. Engaging and exciting formats are out there, and its clear brands need to start experimenting with them. More specifically, marketers should be using a combination of data and creativity to find new ways of engaging consumers; experimenting with formats to see what works for individuals and leveraging insights to inform ad campaigns.

It’s also worth keeping in mind there is no one set formula to the perfect ad - otherwise every company would be raking in the ad revenue – but there are several practices and principles that if successfully implemented concoct the best advertising cocktail.

The power of social

We live in a multi-screen era, where the average consumer will spend nearly two hours on social media daily. This translates to a total of five years and four months over a lifetime – that’s more time than we spend eating and drinking. As such, it’s one of the most valuable platforms there is for business promotion. Quantifying return on investment however, can be difficult, as social media is only one part of far broader omni-channel consumer journeys. Consequently, it’s hard for marketers to answer key campaign questions such as; which tactics and platforms are effective for particular audience segments, and where spend should be allocated?

Marketers therefore need to look at campaign measurement holistically. Instead of taking a siloed approach to performance analysis — such as measuring the effect of social media and display ads separately — they must consolidate data to produce a complete view of individual paths to purchase, and how each touchpoint affects their behavior. In this way, marketers can establish the return generated by social ads and adapt their activities to deliver better results, and experiences.

Build campaigns around your data

The insight programmatic is capable of providing into consumer data and behavior is invaluable, allowing for targeted communications and intelligent personalization. This data needs to form the basis of ad campaigns. Again, marketers need to break free from siloed working and share their data sets with agencies to ensure campaigns are developed in line with the consumer profiles being targeted.

Real-time optimization

A key challenge for CMOs above and beyond effectively analyzing campaigns is to change them based on consumers’ responses, before competitors have the chance to seize their attention.

Technology exists to optimize campaigns in real-time. Say you run a 15 second mobile ad but analytics show consumers typically only engage with it for seven seconds, machines can now adapt the creative to a scaled-back version so the brand message comes through within a shorter timeframe. Optimization technology can also analyze which versions of your ads receive the best click through rates (CTRs) or engagement metrics and increase the number of these ads going out to consumers, while cutting back on the less engaging ads to prevent against wasted ad spend.

To get the best out of campaigns, marketers should make sure they work with programmatic specialists that have the ability to perform real-time optimization. Only then can they truly understand and react to consumer preferences – gaining vital insights that can help inform subsequent campaigns.     

CMOs are under pressure to perform in an increasingly data-led marketing landscape, and navigate through a variety of tools and formats. To accurately determine ROI and gain the insights required to enhance ad experiences, marketers need to consider several issues from ad formats, to media channel and data sets, and include these in their brief to creative agencies. As all CMOs know, it is vital to ensure ad campaigns perfectly reflect their brand and engage core customers while prospecting new ones. To achieve this, it’s important to partner with services that make the most of data, effectively analyze consumer responses, and instantly adjust ads for optimal positive impact.

As Pritchard’s repeated calls to action show, there is a growing need for advertising to realize its full potential. Now is the time for marketers to leverage the tools at their disposal and become masters of their craft.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 22 September 2020
Read more
The Carrot of a Bigger Market is More Powerful Than the Stick of Legal Action in Driving Web Accessibility Investment, New Research Finds

The Carrot of a Bigger Market is More Powerful Than the Stick of Legal Action in Driving Web Accessibility Investment, New Research Finds

Getting web accessibility right is a massive commercial opportunity. The World Health Organization estimates that 1.3bn people worldwide are living with some form of impairment. The benefits of making it easier for...

Michael Nutley
Michael Nutley 30 November 2023
Read more
It’s Time For Brands to Move From Personalised, to Personal

It’s Time For Brands to Move From Personalised, to Personal

At a time when almost every brand is tailoring content and offers to individual customers based on their demographic data, purchase history, and online behaviours, are these personalisation efforts still adding value?...

Shafqat Islam
Shafqat Islam 27 November 2023
Read more
The 3 Most Important Stages In Your Presentation

The 3 Most Important Stages In Your Presentation

If you want to deliver a presentation on a particular topic and you have to prepare yourself for it you should make sure that you go through several very important stages in order to craft a compelling, persuasive and...

Nicky Nikolaev
Nicky Nikolaev 16 February 2016
Read more
From Success to Setback: Lessons in MarTech Decision-Making

From Success to Setback: Lessons in MarTech Decision-Making

We often talk to clients about the consolidation of MarTech capabilities across vendors, to the point that it’s often not too difficult to pick up a new technology if you’re comfortable working with an alternative...

Andrew Addison
Andrew Addison 29 November 2023
Read more