Big Data vs. Creativity

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Advertising: Science or Magic?

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  1. 1. Advertising: Science or Magic?
  2. 2. Magic is the sole science not accepted by scientists, because they cant understand it.
  3. 3. To those brands that say I understand you I say Fuck off, you dont understand me. Mind your own business, I dont want to be understood by you. I dont understand myself sometimes. It can be fun. John Hegarty, BBH
  4. 4. 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
  5. 5. Medicine Urban Planning The Internet of Things Security Elections
  6. 6. Big Data and Advertising
  7. 7. Weve come a long way
  8. 8. Digital Marketing: Finally, everything can be measured!
  9. 9. You are more likely to complete NAVY SEAL training than click a banner ad
  10. 10. Damn!
  11. 11. Are we heading in the right direction?
  12. 12. How should advertising utilize Big Data?
  13. 13. Fact is, our general state of knowledge is based on wrong assumptions and superstition
  14. 14. Surprisingly, the structure and dynamics of markets and the mechanics of brand growth have been known since the 60s.
  15. 15. We should base our decisions on science, not on gut feelings or favorable associations with either side
  16. 16. Myth #1 The purpose of marketing is to create and sustain devoted love amongst consumers of our brand
  17. 17. Most people arent devoted to brands
  18. 18. Even Germans arent devoted to German beer
  19. 19. More of a habit than loyalty
  20. 20. Fans matter less than we think Big Data headlines Infographics Stats
  21. 21. There are just not enough fans of your brand to go around Big Data headlines Infographics Stats
  22. 22. The vast bulk of any brands user base is composed of light buyers. Big Data headlines Infographics Stats
  23. 23. Brands dont get above average loyalty Big Data headlines Infographics Stats
  24. 24. People are loyal to family Big Data headlines Infographics Stats
  25. 25. People are loyal to friends Big Data headlines Infographics Stats
  26. 26. People arent loyal to brands. Repeat purchases are driven by scale. Not love. Big Data headlines Infographics Stats
  27. 27. Big Data headlines Infographics Stats We wish
  28. 28. Big Data headlines Infographics Stats Reality: An overwhelming indifference
  29. 29. Big Data headlines Infographics Stats Most people arent that into brands
  30. 30. Big Data headlines Infographics Stats People are not avid students of brands
  31. 31. Most people are not interested engaging with brands Big Data headlines Infographics Stats
  32. 32. We have to go beyond simply thinking in terms of engaging most loyal customers Big Data headlines Infographics Stats
  33. 33. Reach has not been replaced by depth and intimacy Big Data headlines Infographics Stats
  34. 34. Fans are actors, not the audience Big Data headlines Infographics Stats
  35. 35. Indifference demands the extraordinary Big Data headlines Infographics Stats
  36. 36. Advertising needs to be extraordinary Big Data headlines Infographics Stats
  37. 37. In the battle against indifference, mediocrity has no role TBD
  38. 38. Myth #2 We are in the persuasion business
  39. 39. The notion of persuading/converting people into passionate and committed consumer devotees is nothing more than fiction Big Data headlines Infographics Stats
  40. 40. There are no brand consumers, just buyers of another brand who sometimes buy you Big Data headlines Infographics Stats
  41. 41. There are no brand consumers, just buyers of another brand who sometimes buy you Big Data headlines Infographics Stats
  42. 42. People are happily polygamous in their brand relationships because brand choices for them are not that important Big Data headlines Infographics Stats
  43. 43. If its interesting, it will be interesting to anyone. Dont fear to alienate current customers Big Data headlines Infographics Stats
  44. 44. Your creative ambitions should be bold and courageous Big Data headlines Infographics Stats
  45. 45. Being competitive means selling to the market, not a special segment Big Data headlines Infographics Stats
  46. 46. Advertising is in the nudging business, not the persuasion business Big Data headlines Infographics Stats
  47. 47. We try to convert people in one-off acts. Big Data headlines Infographics Stats
  48. 48. The real economic power of advertising is felt over the long term Big Data headlines Infographics Stats
  49. 49. The real power of advertising is to keep nudging people Big Data headlines Infographics Stats
  50. 50. Myth #3 The primary goal of communication is to create differentiation and provide winning arguments
  51. 51. Bigger brands have more people with mental associations with the brand overall Big Data headlines Infographics Stats
  52. 52. Most people dont have fixed perceptions of brands Big Data headlines Infographics Stats
  53. 53. Brands are mind associations Big Data headlines Infographics Stats
  54. 54. Brand positioning doesnt lead to exclusive relationships Big Data headlines Infographics Stats
  55. 55. What matters is the size of a brand in peoples minds. You dont need to be remembered as different, you need to be remembered at all Big Data headlines Infographics Stats
  56. 56. 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
  57. 57. Could be an interesting statement of category membership Big Data headlines Infographics Stats
  58. 58. You can be creatively memorable, yet fairly meaningless. Big Data headlines Infographics Stats
  59. 59. Appeal to emotions Big Data headlines Infographics Stats
  60. 60. Appeal to intellect and emotion Big Data headlines Infographics Stats
  61. 61. Nobody believes this claim but it becomes a brand association Big Data headlines Infographics Stats
  62. 62. Brands dont own anything
  63. 63. Treat difference as a jumping off point
  64. 64. What we know - Scale not Love - Nudging - Building associations
  65. 65. We need to challenge our own sense of virtue, value, and significance
  66. 66. Lets face it: Most advertising is not good, trying to argue the consumer into purchase
  67. 67. The new era of failed marketing
  68. 68. Technology has changed everything. And nothing at all
  69. 69. Be Interesting Be Memorable Scale It Sustain It
  70. 70. Metaphors matter
  71. 71. Who wants to sell to people when you can create loving relationships?
  72. 72. 3 types of friendships: Pleasure Usefulness Friendship
  73. 73. Not stoking the fires of passion amongst fans, but nudging the behavior of the largely indifferent
  74. 74. Our greatest obstacle is not attention, but interest.
  75. 75. Are we measuring too many things?
  76. 76. Are we measuring the right things?
  77. 77. The data trail continues to increase
  78. 78. We love to count the wrong numbers
  79. 79. Are you trying to achieve communications exposure and interaction or shaping of preference and behavior?
  80. 80. The difference between counting and analysis
  81. 81. The hallmark of good advertising? Making distinctive and memorable publicity for the brand out of next to nothing. A. Ehrenberg
  82. 82. We need to find whats interesting, exciting and memorable that connect in the memory with our brand Big Data headlines Infographics Stats
  83. 83. Big Data is not the wheel. Big Data is just a spoke in the wheel Big Data headlines Infographics Stats
  84. 84. 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
  85. 85. Really? Big Data headlines Infographics Stats
  86. 86. RIP Mad Men Rely on your creativity to achieve your goals. And optimize around that goal with relevant data Big Data headlines Infographics Stats
  87. 87. Ensure that each iteration of the idea represents one side building off of the others previous concept. Big Data headlines Infographics Stats
  88. 88. Embrace the magic Big Data headlines Infographics Stats
  89. 89. Advertisings objective: Transforming the generic and un- ownable into something compelling, memorable and useful Big Data headlines Infographics Stats
  90. 90. Isnt that magic? Big Data headlines Infographics Stats
  91. 91. Advertising: Magic supported by science