Many people get frustrated by advertising, but it's often the same few things that frustrate people over and over again. This report shares the findings of some research that We Are Social conducted on behalf of the WFA to identify the things that irritate people most about advertising, and offers a wealth of tips to help marketers avoid those marketing 'sins', and find the path back to redemption. For more information and richer insights into the findings, read our accompanying blog post at http://bit.ly/mktg7sins
1. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠1
MARKETINGâS
7 DEADLY SINS
SIMON KEMP ⢠WFA PROJECT RECONNECT ⢠WE ARE SOCIAL
THE BIGGEST ADVERTISING MISTAKES, AS IDENTIFIEDBY SOCIAL MEDIA AUDIENCES
we
are
social
3. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠3
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
5. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠5
WHAT ARE MARKETERSâ BIGGEST MISTAKES,
AND HOW DO WE AVOID MAKING THEM?
?
6. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠6
APPROACH: ANALYSE MILLIONS OF TWEETS
TO IDENTIFY THE GOOD, THE BAD & THE UGLY
7. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠7
WE RESEARCHEDMILLIONS OF ORGANIC
CONVERSATIONS ON TWITTER OVER 1 YEAR
8. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠8
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.
10. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠10
PEOPLE HAVE MORE GOOD THINGS TO
SAY ABOUT ADVERTS THAN BAD THINGS
11. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠11
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
12. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠12
ALMOST ALL OF THESE POSITIVE MENTIONS
REFERENCE A SPECIFIC ADVERTISEMENT
13. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠13
In our conversations with
people, we often find they are
indifferent or negative towards
âadvertisingâ, but can instantly
name an âadâ they love.
~ Will Gilroy,World FederationofAdvertisers
â
14. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠14
âADVERTISINGâ CAN BE A DIRTY WORD, BUT
ADVERTS EVOKE CREATIVITY AND HUMOUR
15. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠15
BUT THEREâS STILL PLENTY OF ROOM
FOR IMPROVEMENT IN ADVERTISING
16. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠16
EXPLORING THE NEGATIVE COMMENTS
REVEALS OPPORTUNITIES TO LEARN & GROW
17. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠17
ADVERTS ON TV INSPIRE MORE NEGATIVE
COMMENTS THAN ADVERTS IN OTHER MEDIA
18. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠18
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
19. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠19
MEN ARE MORE LIKELY TO COMPLAIN
ABOUT ADVERTS THAN WOMEN ARE
20. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠20
OF NEGATIVE
MENTIONS CAME
FROM MEN
OF NEGATIVE
MENTIONS CAME
FROM WOMEN
60% 40%
A GENDER IMBALANCE
21. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠21
BUT WHAT DO PEOPLE ACTUALLY COMPLAIN
ABOUT? WHAT BOTHERS THEM THE MOST?
23. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠23
READ ON TO EXPLORE THESE â7 SINSâ IN
DETAIL, TOGETHER WITH EXAMPLE TWEETS
24. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠24
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.
30. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠30
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 AUDIENCEâS LIFE
ADVERTISE
SELECTIVELY
ADD VALUE,
NOT VOLUME
JUST BECAUSE
YOU CAN ADVERTISE
SOMEWHERE DOESNâT
MEAN YOU SHOULD
BAD MEDIUM,
BAD MESSAGE
38. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠38
BE A WINNER, NOT A SINNER
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
âUSER EXPERIENCEâ
PERSUASION
NOT INVASION
44. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠44
BE A WINNER, NOT A SINNER
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
50. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠50
BE A WINNER, NOT A SINNER
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
56. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠56
BE A WINNER, NOT A SINNER
DONâT OVERPROMISE
IN YOUR AD CLAIMS IF
YOUR PRODUCT THEN
UNDERDELIVERS
TELL STORIES THAT ALIGN
WITH YOUR BRAND AND
GUIDE YOUR AUDIENCEâS
EXPECTATIONS OF IT
SET REALISTIC
EXPECTATIONS
MAKE COMMS
CONGRUENT
IF YOUR PRODUCT
DOESNâT DELIVER YOUR
BRANDâS PROMISE, FIX IT
BEFORE ADVERTISING
INVEST WHERE
IT MATTERS
62. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠62
BE A WINNER, NOT A SINNER
BE SENSITIVE TO
THE CULTURAL AND
SOCIETAL REALITIES IN
WHICH YOU OPERATE
BE CONSIDERATE AND
EMPATHETIC TOWARDS
YOUR AUDIENCEâS
VIEWS AND NEEDS
BE SOCIALLY
SENSITIVE
ENGAGE WITH
EMPATHY
UNDERSTAND PEOPLEâS
MOTIVATIONS BEFORE
CRAFTING MESSAGES;
GO FOR PULL, NOT PUSH
MOTIVATION
vs IRRITATION
66. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠66
BE A WINNER, NOT A SINNER
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
68. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠68
LEARN MORE ABOUT PROJECT RECONNECT:
http://www.projectreconnect.com
JOIN THE CONVERSATION ON TWITTER:
@WFAReconnect #ProjectReconnect
69. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠70
WE ARE A GLOBAL AGENCY. WE DELIVER WORLD-CLASS
CREATIVE IDEAS WITH FORWARD-THINKING BRANDS. WE
BELIEVE IN PEOPLE, NOT PLATFORMS, AND THE POWER
OF SOCIAL INSIGHT TO DRIVE BUSINESS VALUE.
WE CALL THIS SOCIAL THINKING.
WEâRE ALREADY HELPING MANY OF THE WORLDâS
TOP BRANDS, INCLUDING ADIDAS, UNILEVER,
DIAGEO, NESTLĂ, HEINZ, AND LVMH.
IF YOUâD LIKE TO CHAT ABOUT US HELPING YOU
TOO, CALL US ON +65 6423 1051, OR EMAIL
US AT SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT WEARESOCIAL.SG.
70. Marketingâs Deadly Sins ⢠#ProjectReconnect ⢠71
WE ARE SOCIAL SINGAPORE
SIMON KEMP, REGIONAL MANAGING PARTNER
@WEARESOCIALSG
SAYHELLO@WEARESOCIAL.SG
+65 6423 1051
HTTP://WEARESOCIAL.SG