92
Advertising: Science or Magic?

Big Data vs. Creativity

Embed Size (px)

Citation preview

Page 1: Big Data vs. Creativity

Advertising: Science or Magic?

Page 2: Big Data vs. Creativity
Page 3: Big Data vs. Creativity

“Magic is the sole science not accepted by scientists, because they can’t understand it.”

Page 4: Big Data vs. Creativity

“To those brands that say ‘I understand you’ I say ‘Fuck off, you don’t understand me. Mind your own business, I don’t want to be understood by you. I don’t understand myself sometimes. It can be fun.”

John Hegarty, BBH

Page 5: Big Data vs. Creativity

“Big Data will enable brand marketers to genuinely understand, measure the impact of, and effectively targeted investments against their efforts to engage in social; and this allocate meaningful brand marketing dollars to social engagement initiatives amplified by paid media support.”

Jeff Dachis, Dachis Group

Page 6: Big Data vs. Creativity

Medicine

Urban Planning

The Internet of Things

Security

Elections

Page 7: Big Data vs. Creativity

Big Data and Advertising

Page 8: Big Data vs. Creativity

We’ve come a long way

Page 9: Big Data vs. Creativity

Digital Marketing: Finally, everything can be measured!

Page 10: Big Data vs. Creativity

You are more likely to complete NAVY SEAL training than click a banner ad

Page 11: Big Data vs. Creativity

Damn!

Page 12: Big Data vs. Creativity

Are we heading in the right direction?

Page 13: Big Data vs. Creativity

How should advertising utilize Big Data?

Page 14: Big Data vs. Creativity

Fact is, our general state of knowledge is based on wrong assumptions and superstition

Page 15: Big Data vs. Creativity

Surprisingly, the structure and dynamics of markets and the mechanics of brand growth have been known since the 60’s.

Page 16: Big Data vs. Creativity

We should base our decisions on science, not on gut feelings or favorable associations with either side

Page 17: Big Data vs. Creativity

Myth #1

The purpose of marketing is to create and sustain devoted love amongst consumers of our brand

Page 18: Big Data vs. Creativity

Most people aren’t devoted to brands

Page 19: Big Data vs. Creativity

Even Germans aren’t devoted to German beer

Page 20: Big Data vs. Creativity

More of a habit than loyalty

Page 21: Big Data vs. Creativity

Fans matter less than we think

• Big Data headlines

• Infographics

• Stats

Page 22: Big Data vs. Creativity

There are just not enough fans of your brand to go around

• Big Data headlines

• Infographics

• Stats

Page 23: Big Data vs. Creativity

The vast bulk of any brand’s user base is composed of light buyers.

• Big Data headlines

• Infographics

• Stats

Page 24: Big Data vs. Creativity

Brands don’t get above average loyalty

• Big Data headlines

• Infographics

• Stats

Page 25: Big Data vs. Creativity

People are loyal to family

• Big Data headlines

• Infographics

• Stats

Page 26: Big Data vs. Creativity

People are loyal to friends

• Big Data headlines

• Infographics

• Stats

Page 27: Big Data vs. Creativity

People aren’t loyal to brands. Repeat purchases are driven by scale. Not love.

• Big Data headlines

• Infographics

• Stats

Page 28: Big Data vs. Creativity

• Big Data headlines

• Infographics

• Stats

We wish

Page 29: Big Data vs. Creativity

• Big Data headlines

• Infographics

• Stats

Reality: An overwhelming indifference

Page 30: Big Data vs. Creativity

• Big Data headlines

• Infographics

• Stats

Most people aren’t that into brands

Page 31: Big Data vs. Creativity

• Big Data headlines

• Infographics

• Stats

People are not avid students of brands

Page 32: Big Data vs. Creativity

Most people are not interested engaging with brands

• Big Data headlines

• Infographics

• Stats

Page 33: Big Data vs. Creativity

We have to go beyond simply thinking in terms of engaging most loyal customers

• Big Data headlines

• Infographics

• Stats

Page 34: Big Data vs. Creativity

Reach has not been replaced by depth and intimacy

• Big Data headlines

• Infographics

• Stats

Page 35: Big Data vs. Creativity

Fans are actors, not the audience

• Big Data headlines

• Infographics

• Stats

Page 36: Big Data vs. Creativity

Indifference demands the extraordinary

• Big Data headlines

• Infographics

• Stats

Page 37: Big Data vs. Creativity

Advertising needs to be extraordinary

• Big Data headlines

• Infographics

• Stats

Page 38: Big Data vs. Creativity

In the battle against indifference, mediocrity has no role

• TBD

Page 39: Big Data vs. Creativity

Myth #2

We are in the persuasion business

Page 40: Big Data vs. Creativity

The notion of persuading/converting people into passionate and committed consumer devotees is nothing more than fiction

• Big Data headlines

• Infographics

• Stats

Page 41: Big Data vs. Creativity

There are no brand consumers, just buyers of another brand who sometimes buy you

• Big Data headlines

• Infographics

• Stats

Page 42: Big Data vs. Creativity

There are no brand consumers, just buyers of another brand who sometimes buy you

• Big Data headlines

• Infographics

• Stats

Page 43: Big Data vs. Creativity

People are happily polygamous in their brand relationships because brand choices for them are not that important

• Big Data headlines

• Infographics

• Stats

Page 44: Big Data vs. Creativity

If it’s interesting, it will be interesting to anyone. Don’t fear to alienate current customers

• Big Data headlines

• Infographics

• Stats

Page 45: Big Data vs. Creativity

Your creative ambitions should be bold and courageous

• Big Data headlines

• Infographics

• Stats

Page 46: Big Data vs. Creativity

Being competitive means selling to the market, not a special segment

• Big Data headlines

• Infographics

• Stats

Page 47: Big Data vs. Creativity

Advertising is in the nudging business, not the persuasion business

• Big Data headlines

• Infographics

• Stats

Page 48: Big Data vs. Creativity

We try to convert people in one-off acts.

• Big Data headlines

• Infographics

• Stats

Page 49: Big Data vs. Creativity

The real economic power of advertising is felt over the long term

• Big Data headlines

• Infographics

• Stats

Page 50: Big Data vs. Creativity

The real power of advertising is to keep nudging people

• Big Data headlines

• Infographics

• Stats

Page 51: Big Data vs. Creativity

Myth #3

The primary goal of communication is to create differentiation and provide winning arguments

Page 52: Big Data vs. Creativity

Bigger brands have more people with mental associations with the brand overall

• Big Data headlines

• Infographics

• Stats

Page 53: Big Data vs. Creativity

Most people don’t have fixed perceptions of brands

• Big Data headlines

• Infographics

• Stats

Page 54: Big Data vs. Creativity

Brands are mind associations

• Big Data headlines

• Infographics

• Stats

Page 55: Big Data vs. Creativity

Brand positioning doesn’t lead to exclusive relationships

• Big Data headlines

• Infographics

• Stats

Page 56: Big Data vs. Creativity

What matters is the size of a brand in people’s minds. You don’t need to be remembered as different, you need to be remembered at all

• Big Data headlines

• Infographics

• Stats

Page 57: Big Data vs. Creativity

Mental presence of the brand: Information has to be prominent in the memory, easily accessed when triggered by purchase or consumption cues

• Big Data headlines

• Infographics

• Stats

Page 58: Big Data vs. Creativity

Could be an interesting statement of category membership

• Big Data headlines

• Infographics

• Stats

Page 59: Big Data vs. Creativity

You can be creatively memorable, yet fairly meaningless.

• Big Data headlines

• Infographics

• Stats

Page 60: Big Data vs. Creativity

Appeal to emotions

• Big Data headlines

• Infographics

• Stats

Page 61: Big Data vs. Creativity

Appeal to intellect and emotion

• Big Data headlines

• Infographics

• Stats

Page 62: Big Data vs. Creativity

Nobody believes this claim but it becomes a brand association

• Big Data headlines

• Infographics

• Stats

Page 63: Big Data vs. Creativity

Brands don’t own anything

Page 64: Big Data vs. Creativity

Treat difference as a jumping off point

Page 65: Big Data vs. Creativity

What we know

- Scale not Love

- Nudging

- Building associations

Page 66: Big Data vs. Creativity

We need to challenge our own sense of virtue, value, and significance

Page 67: Big Data vs. Creativity

Let’s face it: Most advertising is not good, trying to argue the consumer into purchase

Page 68: Big Data vs. Creativity

The new era of failed marketing

Page 69: Big Data vs. Creativity

Technology has changed everything. And nothing at all

Page 70: Big Data vs. Creativity

Be Interesting

Be Memorable

Scale It

Sustain It

Page 71: Big Data vs. Creativity

Metaphors matter

Page 72: Big Data vs. Creativity

Who wants to sell to people when you can create loving relationships?

Page 73: Big Data vs. Creativity

3 types of friendships:

Pleasure

Usefulness

Friendship

Page 74: Big Data vs. Creativity

Not stoking the fires of passion amongst fans, but nudging the behavior of the largely indifferent

Page 75: Big Data vs. Creativity

Our greatest obstacle is not attention, but interest.

Page 76: Big Data vs. Creativity

Are we measuring too many things?

Page 77: Big Data vs. Creativity

Are we measuring the right things?

Page 78: Big Data vs. Creativity

The data trail continues to increase

Page 79: Big Data vs. Creativity

We love to count the wrong numbers

Page 80: Big Data vs. Creativity

Are you trying to achieve communications exposure and interaction or shaping of preference and behavior?

Page 81: Big Data vs. Creativity

The difference between counting and analysis

Page 82: Big Data vs. Creativity

“The hallmark of good advertising? Making distinctive and memorable publicity for the brand out of next to nothing.”

A. Ehrenberg

Page 83: Big Data vs. Creativity

We need to find what’s interesting, exciting and memorable that connect in the memory with our brand

• Big Data headlines

• Infographics

• Stats

Page 84: Big Data vs. Creativity

Big Data is not the wheel.

Big Data is just a spoke in the wheel

• Big Data headlines

• Infographics

• Stats

Page 85: Big Data vs. Creativity

“All things are made of atoms, and (…) Everything that lving things do can be understood in terms of the jiggling and wiggling of atoms.”

- Richard Feynmann, Theoretical physicist

• Big Data headlines

• Infographics

• Stats

Page 86: Big Data vs. Creativity

Really?

• Big Data headlines

• Infographics

• Stats

Page 87: Big Data vs. Creativity

RIP Mad Men

Rely on your creativity to achieve your goals.

And optimize around that goal with relevant data

• Big Data headlines

• Infographics

• Stats

Page 88: Big Data vs. Creativity

Ensure that each iteration of the idea represents one side building off of the other’s previous concept.

• Big Data headlines

• Infographics

• Stats

Page 89: Big Data vs. Creativity

Embrace the magic

• Big Data headlines

• Infographics

• Stats

Page 90: Big Data vs. Creativity

Advertising’s objective: Transforming the generic and un-ownable into something compelling, memorable and useful

• Big Data headlines

• Infographics

• Stats

Page 91: Big Data vs. Creativity

Isn’t that magic?

• Big Data headlines

• Infographics

• Stats

Page 92: Big Data vs. Creativity

Advertising: Magic supported by science