Marketing Advertising – The “No, Nos” of Marketing Advertising

The terms “marketing” and “advertising” seem to overlap in the minds of most Americans. However, marketing and advertising are actually two distinct processes, where marketing is the process with a broader scope. However, the two processes do correspond in many ways and do overlap in actual practice. The process of advertising for instance can benefit from typical marketing processes especially during pre-phase advertisement stages. The marriage of marketing and advertisement could perhaps result in the newly coined phrase: marketing advertising.

Four Reasons Advertising Can Fail and Why “Marketing Advertising” is More Effective

According to an online article, 10 Rules for More Effective Advertising2, there are numerous ways that even ad professionals can knowingly or unknowingly make a flop of an advertisement campaign.

Some of the unfortunate techniques include the following:

  1. Using information presented in an A-Z format, without interlacing the information in a story that people can relate to.
  2. Not being explicit about the purpose of the advertisement. Subtle advertisements aren’t necessarily a good thing. Advertisers should make the call to action apparent.
  3. Failing to “speak” to the emotions of viewers. According to the article, “There are eight basic, universal emotions – joy, surprise, anticipation, acceptance, fear, anger, sadness, and disgust.” The article also states that, “An added bonus is that successful emotional appeals limit the number of exposures required for audiences to understand, learn, and respond to the calls to action – people may only need to see emotionally compelling scenes once and they will remember those scenes for a lifetime.”
  4. Using inferences and conclusions that are too complex. Advertisements are not meant to be complex. Otherwise the convenience of advertisement wouldn’t be convenient any longer, would it?

I would also add that a big marketing advertising “no, no” is avoiding the foundational element of market research. Without market research, an advertising agency may even bypass the advertising mistakes mentioned above and still fail to stimulate action among a specific audience.

Market Research: Start a Marketing Advertising Campaign the Right Way

An advertiser doesn’t have to be a marketer to realize that knowing his or her audience (i.e. his or her market) is effective for better advertisements. Besides avoiding the mistakes mentioned above, advertisers or marketing advertising experts need to know their market as thoroughly as their budget and energies will allow, as some commercials (even with all the recommended elements) may fail to stimulate an audience to action. Take the Burger King “Herb the Nerd” commercial (see MSNBC’s 10 Worst Super Bowl Ads of All Time3) as an example of what doesn’t work. The commercial, (though it may have contained most of the requirements inversely inferred in the list above), was a calamitous flog since many of those who viewed the commercial were annoyed by the actor who played Herb the Nerd and were perhaps also uncomfortable with the emotions that the commercial tried to evoke in the first place. With a bit more market research-or more marketing advertising–, perhaps Burger King’s agency could have avoided a million dollar fiasco.4

Even amateur marketers and advertisers are aware that market research can be extremely valuable but many are not willing to expend the time and effort it takes to find a successful direction for a marketing advertising commercial. Especially since marketers may have a sneaking suspicion that even when viewers say they like one commercial, they might actually respond more readily (or emotionally) to another commercial.5 Market research, according to allbusiness.com can be conducted with any or all of the following techniques:

  • Surveys
  • Focus Groups
  • Personal Interviews
  • Observation
  • Field Trials

Market research can also include a history of the company’s own advertising projects. Campaigns that were responded to well in the past may simply need a remake.

A Final Check on the list for Marketing Advertising Techniques

After all is said and done it seems that the humor and the simplicity of an advertisement can contribute to a major commercial success. 8 The Windex Birds Commercial9 may be a good example of humor and simplicity for the Windex buying audience.

References

1 marketing.about.com/cs/advertising/a/marketvsad.htm

2 americanresearchgroup.com/adrules/

3 msnbc.msn.com/id/16790823/page/2/

4 en.wikipedia.org/wiki/Where%27s_Herb%3F

5 seedmagazine.com/news/2006/02/instant_study_hints_advertiser.php

6 allbusiness.com/marketing/market-research/1287-2.html

7 feedroom.businessweek.com/index.jsp?fr_story=66a1534d180cba6de0d27d48ceb0c20fa72611bd

8 usatoday.com/money/advertising/adtrack/2006-12-17-year-end-ad-track_x.htm

9 guzer.com/videos/windex_birds.php

Marketing Advertising Jobs – How to Know If Marketing Advertising Is Right for You

Even though there are plenty of marketing advertising jobs in the market these days which are apparently lucrative, you have to decide whether you are cut out for the challenges ahead. Marketing advertising is one of the most popular advertising jobs available these days. You can find them from a simple search on the internet and short list companies and positions you think would be suitable for your skill and experience.

Check market preparedness

Find out if you can go after your target audience with a great advertising campaign. If you think you are not too sure, then you are not prepared to take up sales advertising jobs right away. Instead of relying on generic ads, you have to be focused and cater to the niche market straight away. Ask yourself whether you are able to speak the language and grab the attention of prospective customers right from the time you join up.

Brand image

Can you establish an image? Many top products that have stood the test of time and have remained popular down the ages are based on a brand image. Consumers can instantly identify them from the image or the logo on the packaging. The packaging has been the same ever since they were introduced in the market decades ago. Can you aim at doing something like that or do you have it in you to map the minds of consumers and get them hooked to your targeted campaign and image?

Can you budget?

Can you create a balance between the campaign and the budget allocated? If you spend too much money unnecessarily in advertising jobs, you could be asked for an explanation from your boss. After all, your clients would want the best stuff for the least possible cost. From a bookkeeping point of view, the campaign should be cost effective. It should not go over the roof or be too low for meeting expenses on the way. Marketing advertising firms like to pare down their costs to make more profits from a real good campaign for their clients.

Spreading ads

Do you know the right places for advertising? Can you effectively spread the ads in TV programs, radio stations and print mediums where they would quickly reach customers belonging to your niche market? These are vital areas for succeeding in sales advertising jobs. If you are going to appear for an interview, the people at the other side of the table would be interested to know if you are equipped to handle the stuff right from the first day you take up the appointment.

Be focused and find out answers to these vital questions which will help figure out a targeted approach toward the marketing job in advertising you are looking for. If you can do some home work and prepare beforehand, you would be the first to be picked up by the employers for marketing advertising jobs.

Traditional Marketing VS Digital Marketing

Traditionally, the term “market” refers to the place where buyers & sellers meet for exchange of goods & services. Market is the very common term,known to all, but depending upon the quantity of goods handled, there are wholesale market & retail markets.
In the modern concept sense the term “market” has a broader meaning. It refers to the sets / collection of actual or potential buyers of a products & services.

There are various categories of the marketing, but there are two main segment, first being the traditional marketing & second, being the digital marketing. In this article, we will discuss about these methods in details.

01) TRADITIONAL MARKETING

Traditional marketing refers to any type of promotions, advertising or publicity,which are generally used by the companies/ business entities for a longer period, & that has a proven success rate.

In old times, marketing was defined as the flow of goods & services from producers to consumers. This is a product oriented definition of marketing. The producer concentrate only on the products that what they can produce / manufacture, & need of consumers are not taken into the consideration.

Methods of traditional techniques include print advertisement, such as newsletters, billboards, newspapers ads. Other forms are television, commercials, radio -broadcasting advertising about the product or service of any company.

NEED OF DIGITAL MARKETING

Since the technology is advancing in now-a-days, that demands the change in everything. The digital marketing is a part of the computerisation. Talking for about 20 years back, there was no computers, no mobile phones & of course, no internet connection. But as the technology grows, after some time mobiles phones & computers are introduced into the life of human being. After some more time, internet facilities got introduced, which bring about the digital revolution. Examples of the digital marketing includes the websites, social media networks, emails are the common. The digital marketing is similar to traditional one but by using the digital devices & information technology. It is Faster, reliable & easy to find medium & therefore accepted worldwide.

02) DIGITAL MARKETING

Digital marketing is a broad term that refers the marketing through the online medium like search engines,websites, social media networks & emails.Digital marketing is sometimes also called the online or internet marketing.

Digital (latest) marketing technique include the SEO (search engine optimization), SEM (Search engine marketing), content marketing, campaign marketing, e-commerce marketing & social media marketing.

There are various reason for the growth of digital marketing.

1) Digital marketing techniques are more cost effective than traditional concept.
2) Digital process faster than old one, thereby result oriented.
3) Any individual / company track his/ her performance.
4) All process being reliable, generates better revenues.
5) Digital media facilitate the interaction with targeted audience.

However, there are various factors that affect the process of firm’s ability to develop & maintain the successful transaction & relationships with the target customers. There is generally two types of environment inside any organisation. One is stable, not changing with time & changes are very frequent. Second being the dynamic field that keep on change according to the demand.

For carrying out the successful business, either it may be old or new, one need to give the proper attention on choosing the right consumers, creating the audience & by developing the superior value of the service / products.

Digital or Business Transformation

Digital transformation refers to the changes associated with the application of digital technology in all aspects of human society. Digital transformation may be thought as the third stage of embracing digital technologies: digital competence → digital literacy → digital transformation. The latter stage means that digital usages inherently enable new types of innovation and creativity in a particular domain, rather than simply enhance and support the traditional methods.

– Wikipedia

It has been more than 30 years since computers had been introduced into business world. With the help of, powerful mobile devices and high connectivity, now we are living in a momentary world that is evolving so fast towards digital that now digital transformation is inevitable.

Most of the C-Levels in corporations started to pay more and more attention to Digital Transformation. They believe, without this transformation, even a long-established company may extinct. It is the Kodak example they are afraid of. To be honest, the risk is there, however is ‘Digital Transformation’ just enough?

Marketing, sales, manufacturing, finance processes should all be digitised in order to fulfil the transformation. It includes working anywhere anytime, broader and faster communication, enterprise integration that would enable performance & efficiency improvements.

That is all well planned and should be executed step by step. Yet can you imagine any change to be internalised without a holistic approach? Without embarking every team member, adjusting / improving their competencies, engaging them all around the same evolving mindset…

That’s why, we believe this topic should be handled with a broader scope and it is the reason behind we like to call it a “Business Transformation’ rather than a Digital Transformation.

In other words Business Transformation shall handles the topic more broadly including mindset and organisations, leadership and entrepreneurial mindset, education and pragmatic planning.

Your Business Transformation journey is unique

Every company has its own inner dynamics and every category has its own realities hence your journey should be tailor made to your business. When there is so much at stake, it is not an easy task to move the rocks around, without rigor planning, sufficient on-boarding, kicking off the new mindset with an adjusted organisational structure.

The internal impact – Mindset & Organisation

Any change in a company first impacts its own resources, starting from human. Top-down transformation approaches tend to stay at the top level with Digital Transformation Teams, causing manager level (or further) to think it is not their business. The only way to beat the resistance to change is to embark the resistors ASAP.

Corporate and entrepreneurial mindsets are two far ends thus moving from one to other is not given. However, with the power of a corporate company, an entrepreneur mindset can achieve higher goals sooner. That’s why, we should keep on increasing skills of the individuals in our organisation, empowering them to move forward within the team.

The Impact on Consumer Experience

Digital transformation for the consumer end includes an architecture of your digital ecosystem to be able to do better listening, segmentation and tracking, enabling you to increase your digital media investments efficiency, letting you to fish where the fishes are. All these changes will definitely have a positive impact on your consumer engagement and thanks to the new tools, we will be able to measure the ROI of your campaigns / activities.

Step by Step Approach

As said, digital transformation is a key stage throughout this journey. All your existing processes should be analysed with expert analysts according to the dynamics of your company and industry. Only after then, a solution can be determined and tailored to your needs. The gains here are not necessarily immediate, therefore long term investments should be planned with an entrepreneur mindset.

All in all, Digital Transformation is inevitable in this era, we just need think it as broad as it requires to land it well in your organisation. As Portera we are committed to understand, analyse together and help you build the right organisation to reach this new mindset fully.