Marketing Inspiration #10

Marketing Inspiration #10

Your monthly dose of inspo to boost your marketing mojo.

Here are some brand new insights from Automated Creative’s Shiny New Object podcast , where senior brand leaders share their vision for the future of marketing.

“Brands need to change from targeting keywords to targeting people” - Nathalie Bojkow, Senior Team Head Global E-Commerce in Digital Marketing & Business Development, Growth Markets, PUMA Group

Digital marketing has become disruptive and borderline annoying for users online, focusing too much on distraction and noise. Nathalie Bojkow is a fan of moving towards more considerate approaches which accept that marketing is less about the numbers and more about the people.

How can brands create better marketing? Start by taking responsibility for the experience you give people when they browse the internet, acknowledging the disruption you cause when possible, and thinking a bit longer before putting content out. It's a people-first approach you can find out more about here .

“Remember your brand is not top of your consumers’ priorities “- Charles Steinmyller, Senior Brand Manager for Tampax Europe at P&G

When brands plan their marketing approach, Charles Steinmyller advises to try to “be the consumer.” This may be a very traditional marketing tip, but it’s also an effective one. After all, the best way to relate to your target audience is by understanding their priorities and interests.

For Charles, this means always aligning with your brand’s promises and ethos, as well as remembering that consumers will need to take time out of their lives to listen to what you have to say. So brands need to not take themselves too seriously and not profess to change the world, but present themselves authentically and transparently. Nowhere is this more important than when it comes to making a positive impact on the environment, which Charles advocates through adopting the circular economy and re-using materials as much as possible.

“The more loyal consumers you get, the better your brand” - Pranay Rao, Global Marketing Workstream Lead at Unilever

One of the biggest challenges in marketing, according to Pranay , is that brands get lost in the story of the product, instead of clearly understanding the source of sales. Using the MAX model (M = more from existing customers; A = attract from competition; X = expand the category), marketers should look at where most of the revenue comes from. They will realise that it is cheaper to get more business from an existing consumer than to expand into new markets. This is why they should invest in loyalty, CRM and long-term relationships that reward returning consumers and make the brand stronger.?

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Automated Creative Case Study - Milagro

Milagro Tequila in the US wanted to build brand awareness and increase purchasing intent from their target consumer base. Through various static and video ads, we tested the best performing material and delivered a conversion campaign that was 25% cheaper than BAU. We also helped boost brand awareness through an improvement of 81% in video completion rate.

Read the full case study here .

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This month’s ‘Best Marketing Tip’?

?“It’s time to give consumers what they need. Marketing should stop being a disruption.”

Sara Master, the Senior Director for Ecommerce Marketing & Digital Shelf at Constellation Brands, is calling on brands to move away from the “Mad Men” style of advertising where they tell consumers what they should want. Instead, new marketing should focus on a value exchange with consumers. Rather than “disrupting mum in the grocery store,” why not think about what’s useful to her while she does her shopping instead?

Giving consumers what they want takes many forms: humour is a great way to connect and help them disconnect, among other things. Listen to the podcast with Sara to hear some examples of using value exchange as humour or in the world of NFTs to give consumers more of what they need and less of a disruption.

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People have been saying nice things about Automated Creative

"Working with AC not only helped MARS Petcare to increase the speed of creative iteration and volume of output, but the team helped instil a robust Test & Learn framework that has set us up for future success. Between June and December, we have decreased acquisition costs by 86%, with weekly sales at their peak over 450% higher than previous records."

Steve O'Connell, EU DTC Acquisition Manager / MARS Petcare

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And there is more Marketing Inspiration this month on Advertisers Watching Ads - our show where brands watch other brands’ ads and discuss their merits and failings, in partnership with Contagious.

April was a month of disruptive, cheeky marketing on the show: we saw how Curtice Brothers chose to advertise their ketchup by pointing out its impact on low-rated restaurants on TripAdvisor, while KFC picked on small businesses stealing their ad images in the UAE.

Pedigree/MARS Petcare created a Tinder for pets and Rexona put their logo on umpires’ armpits .

See all the ads on the channel and hear the views of our guests from PensionBee, Unilever, Uber, TikTok, AB InBev, The Digital Voice, Tesco Mobile, Mars and Logitech.

Do you want to share your thoughts about these ads or suggest a new one for us to debate? Email us on [email protected] .