Marketing Inspiration #16

Your monthly dose of inspo to boost your marketing mojo.

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We’re about to release a free e-book that will help newcomers into the world of marketing propel their careers. Featuring top marketing tips from leaders across the the industry, the first volume of “How to Make It in Marketing” shows you how the likes of Michelle Webb (the NFL’s Vice President - Commercial), Bonnie Chia ( WWF International Head of Brand), and Sir Martin Sorrell (WPP Founder and currently S4 Capital Executive Chairman) have prospered and got to where they are today.

Find out more about the book, as well as how to reserve a copy, here.

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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.

“A question compass will give you the discipline to stick to your objectives and add value” - Mohit Arora, Global Digital Marketing Lead, Mars

Technology is giving marketing leaders too many options in today’s continuously changing advertising world, according to Mohit A. . To stay disciplined and focus on the end results, ensuring that your choices will lead you there, he suggests using a question compass. This is made up of a few key questions he will always ask when new initiatives or technologies are pitched to him. How will your new idea solve against a stated goal? Can you measure its impact? And how does it add incremental value compared to what you’re already doing?

This is just one of Mohit’s approaches to dealing with the noise of modern marketing. Find out about the others here.

“Think of the human who receives your email, not of the organisation” - Kristina Lagerstedt , Marketing Director Scandinavia, Wolters Kluwer

Marketing has traditionally been split into B2B and B2C, but Kristina believes that, ultimately, the real focus should always be the human who receives your message. Therefore, brands should embrace “business to human” marketing, regardless of the industry and the product that’s being sold.?

What’s a good approach to business to human marketing? Kristina’s advice is: “Make the customers curious and educate and delight and inspire them.” Find out how in the full podcast episode.??

“Gaming technology helps reimagine how you [as a brand] present yourself to the overall market and how your product function is displayed “- Gary Plunkett , Chief Commercial Officer, Dtail by PixelPool

Fashion brands need to learn from the developments in gaming technology and the metaverse, as these open up opportunities for them to gain new customers, expand their reach, and interact with consumers in a new way. Gary shared how brands can take advantage of virtual spaces to let consumers explore their products, how gaming is putting more people in touch with some brands, and how it can be used to develop their future marketing strategies. Learn more about that here.

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Automated Creative Case Study - Sheba Caturday Night

We worked with Mars Petcare to run a social campaign for Sheba cat food that combined the human and cat love of food to boost the brand’s consumer engagement and their sales. Our ads led to an increased CTR to Amazon, delivering more sales and showing Sheba the DNA of a top performer.?

Read all about it here.?

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This month’s ‘Best Marketing Tip’?

“Take responsibility for the experience [you] give people when they browse the internet.”

Mo?t Hennessy’s Head of eBusiness, Nathalie Bojkow , thinks that most brands need to take a different approach to their digital advertising. At least 95% of the ads you see online are irrelevant, even if they may be profitable. Remember that you’re still “spamming” most of the population, so why not produce less, and better?

Being more thoughtful about our online content will lead to better marketing and happier consumers. Then, maybe “advertising wouldn’t be perceived as something bad and annoying.”?

Find out more tips for thoughtful digital marketing from Nathalie on the podcast.

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People have been saying nice things about Automated Creative

““Collaborating with AC was [...] easy and efficient, they have delivered impressive results and strong insights that we are now deploying to support our strategies and our creative process..”

Marion Thébault, European Senior Content & CX 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.

When the US was running out of chicken, we saw how Wingstop cleverly changed their brand almost overnight.

We also checked out an eerie ad for Samsung’s Galaxy Z Flip4 phone...

and played along with Tesco’s checkout assistant in their TikTok campaign.

Finally, we watched a pretend “taste inspector” do “Anything for the Taste” in a South African ad for KFC.

Watch all the episodes on our channel to hear from marketing experts from Schbang, Logitech, Adobe, Bluestripe Group, Beam Suntory, PHD Media, Metro Bank UK, Wavemaker and De Beers Group.

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

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And here are some ads you should have seen - via our friends at Contagious:

• Black Diamond / For Trade: One Cheestring Case Study;
• Midea / 90 Minutes of Air Conditioning;
• Cris-Sal / Unlucky Sponsor;
• Liquid Death / Dismembered Moments.