Make sure you avoid these classic campaign planning mistakes
We’ve all seen it. The #fail where a company that’s big enough to know better, completely messes up.
The odd thing is that this continues to happen and I guess until the machines take over, that will continue. Whether it’s politics or business, rarely do organisations learn from their predecessors.
At Smart Insights we share best practice, hope that you find our content useful and can apply this directly to your organisations, so in this new guide we have explored 10 marketing campaign planning mistakes, with case study companies such as Absolut Vodka, Admiral Insurance, British Airways, Coca-Cola, HMV, Kodak, McDonald's, Southern Rail, Starbucks, and Waitrose, as well as the two primary candidates in the US presidential campaign and the recent Olympics.
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Can Handwritten Communication be relevant The Digital Age?
Social network usage is growing at an unprecedented rate. With the number of worldwide social networking users expected to reach 2.5 billion by 2018, around one third of the Earth’s entire population, Skype, email and text exchanges have become commonplace. However with this comes an influx of digital marketing; of spam-like emails and mailing lists, which head straight to junk or delete. It is, therefore, becoming recognised that perhaps this is not the best way for companies to market their products. Statistics show that 95% of emails are never even opened. Does this suggest that handwritten marketing communication is making a comeback?
Past: Internet Marketing and its Issues
Since the beginning of the digital age, the internet has been exploited by companies who are looking to project their service or product to the world. It is a simple way by which businesses can reach out to…
From the politically driven to the funny, our favorite adverts of 2017 so far
We look at some of the best ads from 2017 so far. We have featured some of the most clever, moving and funny ads from the year. We also feature ads that have been thought-provoking covering some of the more controversial topics this year such as politics, immigration, and gender issues. Here are our top 25...
KFC Cauliflower Burger
When KFC's #cleaneating burger hit Facebook, the video went viral. Poking fun at healthy living influencers and the #cleaneating community, the advert features fake 'influencer', Figgy Poppleton-Rice. Thankfully, the clean eating burger was a spoof, its real purpose to launch their new 'The Dirty Louisiana' burger.
Skittles 'Romance the Rainbow' Superbowl Ad 2017
Superbowl is one of the biggest advertising opportunities in the US, costing around 5million for a 30-second slot. Only the biggest and best brands…
Each teacher is a gateway to hundreds of pupils and parents. Here's how to reach them.
It's back-to-school season for more than just students and teachers. It's time for marketers, too, to dust off their school supplies.
What do I mean by that? I'm not talking about today's marketers needing additional education (though some of them would certainly like it). I'm talking about business opportunity.
Earning and Learning
According to the National Center for Education Statistics' May 2016 data, the U.S. spends an average of $9,200 per full-time elementary and secondary student. At the post-secondary level, that figure jumps to $27,900 per full-time student. With more than 70 million students in the U.S., that's some serious untapped revenue.
What's more, educators make a grade-A audience for brands. Teachers spend an estimated $1.6 billion per year out of their own pockets on school supplies. And when you reach teachers, you reach parents. At the elementary level, each teacher influences the buying habits of 30 or more…
Get Ahead With an Integrated Marketing Campaign
Integrated marketing campaigns bring different channels together to deliver a message that helps the customer to properly identify the brand or product being promoted.
One of the best examples of an integrated marketing campaign done right is from Compare the Market and their meerkat. By creating a toy that customers could own, the campaign went far deeper than a mere advertising campaign on TV or the internet.
The fun and friendly characters have helped turn insurance into something that even children can connect to and after a year, the campaign had helped to increase the market share of Compare the Market by 76%.
According to David Pickton and Dr Amanda Broderick, authors of Integrated Marketing Communications, there are four essential C’s that need to be followed in order to craft an integrated campaign. For anyone looking for ways to create a successful strategy of their…
Chart of the Day: Many clients and agencies aren't using Martech tools for marketing attribution.
Attribution isn't very glamorous. But it's critical to evaluating ad spend, proving ROI and optimizing your marketing mix to get the most bang for your buck.
Because of this, marketers should be using the best technologies available to help them attribute marketing effectiveness as accurately as possible. But research by Adroll shows that shockingly almost half of agencies and close to half of clients are using spreadsheets and manual attribution processes, rather than using vendor technology or an independent third party.
This report also shows where marketers are using tech for attribution, it's overwhelmingly vendor technology. This tech can be useful, but as recent analytics errors at Facebook have shown, it can result in over-reporting. Third party attribution tools can provide a less biased picture, although these can't be used for certain platforms which are 'walled gardens' where the…
Recent successful marketing campaigns to inspire your marketing efforts
Launching a contemporary digital marketing campaign can be tricky and involves several layers of integration. What makes a campaign contemporary is its use of new and innovative digital channels and how you use these alongside more traditional methods of marketing.
In order for your campaign to be successful, it needs to have an emotional connection with your audience and consistent messaging across each channel. You may want to consider Pickton and Broderick’s 4 Cs 'Coherence, Consistency, Continuity and Complementary. You can read more about these here.
We have put together some great examples of successful contemporary digital marketing campaigns, to help inspire your own campaigns.
O2 - #FollowtheRabbit
The #FollowTheRabbit campaign recently launched by O2 aims to represent curiosity. The campaign will include TV, mobile, live events and Social media. It will also feature O2’s first Snapchat lens and geo-targeted filters. This campaign introduces…
3 Tips to Ensure the Success of Your Guerrilla Marketing Efforts
Guerrilla marking can be defined as “an innovative, unconventional, and low-cost marketing technique aimed at obtaining maximum exposure for a product.”
Lower cost and increased exposure — that’s the dream, right?
To illustrate with a modern, classic example, in 2012, Dollar Shave Club nailed guerrilla marketing with its viral YouTube video. For just $4,500, the company created a surprising and funny commercial that went viral in 72 hours. Although consumers see more than 2,900 media messages every day, the sad truth is they will only remember four of them. DSC managed to remain one of those memorable four for a long time, all thanks to a relatively inexpensive video.
If that kind of return is possible, why even bother with marketing initiatives that yield lower returns?
Guerrilla Tactics Expand Your Reach
Most marketing — traditional and digital — is about scalability and input/output; it costs…
How to start using advanced content analytics
Analytics, in general, is key to performance optimization. Getting accurate feedback on what is working and what not helps companies make improvements that will lead to better outcomes. And when content is the center of your business, Advanced Content Analytics becomes the center of your Big Data analytics. By now, most businesses have heard of the Advanced Analytics and how it can generate value from large amounts of warehouse and fresh data. But despite this, most marketers today are struggling to measure whether anyone is using their content, how often their content is used, how much their content engages customers, and most importantly – whether their content has any impact on sales. Advanced Content Analytics using today’s sophisticated tools and techniques can make it easier to measure the outcomes of your content.
What are analytics and what are their types?
According to RapidMiner, analytics is…
Pepsi's terrible ad shows the dangers of in-house agencies and leaving creativity to non-experts.
Last week the ad world was all of a flutter over an ad by Pepsi starring Kendall Jenner.
It is probably the worst ad you will see this year. (A competitive field, to be sure).
Or indeed you may never see it, as Pepsi have quite rightly pulled the ad and apologized to everyone involved including Kendall Jenner for “putting her in this position.”
How did a global brand like Pepsi put themselves into this position? The ad it screened is so culturally tone-deaf that Saturday Night Live have done a skit about it and everyone is laughing at them.
Pepsi made one simple, but very significant mistake. They thought anyone could make creative work. They were so very, very wrong.
Have you seen the ad? It’s hilariously bad. In case you were on vacation last week, here’s how it goes: for…
