In two minutes

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short bursts on things I thunk.

Keep Walking…

Beyonce at the Superbowl. Hot dawg…

It’s a big day for advertising.

As halftime in Superbowl XLVII draws in it feels right to use a famous tagline to express my current thoughts on how brands play online here in Australia.

Beyonce is coming up at halftime so I have to keep this quick! Five thoughts in five paras…

1. Display advertising is stopping you from getting where you need to go.

You can’t create a meaningful brand experience in a banner. It’s that simple. Banner ads are the mall spruiker of teh internetz. I understand it’s a safe bet for conservative brands but when you look at the CPC for most of the display networks in Australia it makes your mouth go dry. Expensive wallpaper IMO. Stick with video, search and social display but think hard about the rest.

2. Content Marketing is for the best brands only.

I loved – LOVED – spots like Uncle Drew for Pepsi or the Space Jump for Red Bull last year. But when you look at the content that gets spread online you really need to be a brand that people want to hear from or one that can afford great creative and distribution. Even simple content pieces like the Dollar Shave Club or Maru’s hard work with Uniqlo required poise and bravery. If you don’t have something special, and a large online community to seed it with, you are best sticking with the basics.

3. Social Media can provide a false sense of security.

There seems to be a lot of Aussie brands investing in social media as part of their acquisition activity. Chasing likes and followers through competitions and crazy deals it’s easy to equate community growth with success but  it’s been my experience social media works much better deeper into the customer journey – to enthuse and retain existing customers – than it does for customer acquisition. Brands who are established e-commerce players are the exception to this where the connection between investment in social media and sales is easier to make.

4. There is no substitute for knowing your customer.

It surprises me to hear how often digital work is done locally without any thought to what people really want from the brand. Creative or media driven activity really requires careful thought to provide value to those customers that interact with you online. Having said this, there are some local examples of work starting with analytics and data analysis that push up into above the line ideas that are brave.

5. Branding was great for the 20th century, but it’s holding us back now.

I’ve spoken to a lot of planners and brands about this. The channels open to us as marketers are now so diverse and complex that the reductionist approach taken in branding is causing a disconnect with the market. Your customer is often a sophisticated consumer of media and traverses the online space skilfully. If you are to keep pace with them it is less important that you are differentiated and more important you are distinctive. If your brand has stagnated you should be making an effort to get closer to your customers and finding out what interests them in 2013, where they really are online and what motivates them to buy with you. Martin Weigel at W+K has written great pieces on the importance of being interesting.

As Beyonce belts it out at halftime (still got it!) in 2013 I suggest you be nimble, review your methods, insights and assumptions regularly and keep walking – there is always something new to learn and test just up ahead.

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Filed under: Advertising, Branded Content, Culture, Media, Planning, Social Media

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