Oracle's AdTech Exit | Winning Euro 2024 Ad Campaigns | Brand vs. Performance Marketing Debate
Hi Everyone,
Welcome back to another edition of Mastering Marketing.
This week, as always, we're first going to look at some big headlines from the world of marketing.
????In the News | Oracle's Ad Tech Departure
????Ad in Focus | The Most Impactful Advertising Campaigns of Euro 2024
Lastly, we look at one of the age-old debates in marketing - should we prioritise brand building or go all-in on immediate sales results? We explore this question in depth, highlighting the strengths of both approaches and demonstrating how they can cohesively lead to sustainable growth and profitability.
????In the News | Oracle's Ad Tech Departure
In a surprising twist, 甲骨文 , a big name in advertising technology, has decided to exit the ad industry. This abrupt exit has definitely caught people off guard, given Oracle's significant role and heavy investments in ad tech over the years.?
Deciphering the Motives
A host of reasons have likely steered Oracle's decision to leave the advertising world. It could be due to falling ad revenues, increasing competition, changes within Oracle's own strategy, or the evolving landscape of advertising itself. Despite their heavy investments and numerous acquisitions in ad tech, new privacy regulations and major industry events might have nudged Oracle in a different direction.
Ripples in the Industry
Oracle stepping back creates a lot of uncertainty—and opportunity—in the ad tech market. Competitors, advertisers, and the entire industry will have to adapt to Oracle's absence. This gap might give other major players a chance to grab more market share and innovate amid the shifting dynamics. Meanwhile, businesses that depend on Oracle's ad solutions will need to rethink their strategies and look for new partners to meet their ad tech needs.
Looking ahead
With Oracle out of the picture, the ad tech landscape is bound to change. Companies in this space should keep a close eye on these developments and consider new partnerships or acquisitions to fill the void Oracle Advertising left. Staying compliant with privacy regulations and investing in innovative, privacy-focused ad solutions will be crucial for businesses to navigate the changing ad tech scene effectively.
Oracle's exit from the ad business marks a big shift in the ad tech sector. As the industry adjusts to this shake-up, businesses and stakeholders must stay agile and strategic to thrive in the ever-evolving ad tech landscape.
???? Ad in Focus | The Most Impactful Advertising Campaigns of Euro 2024
As the Euro 2024 tournament kicks off in Germany, major brands are pulling out all the stops with some truly captivating advertising campaigns, all aiming to capture the hearts and minds of football fans around the world. Let's dive into the standout campaigns from Adidas, Paddy Power, Irn-Bru, and more, and see what makes them tick.
Adidas 'You Got This' by TBWA\London and TBWA\NEBOKO
阿迪达斯 really hits home with their 'You Got This' campaign, bringing to light the immense pressure elite players face during the Euros. Did you know players are three times more likely to miss a penalty when playing for their national team compared to their club? Crazy, right? Featuring stars like Gianluigi Donnarumma, Giovanni Reyna, Ousmane Dembélé, Pedri, Jude Bellingham, and Leo Messi, and narrated by none other than David Beckham, the spot uses Queen and David Bowie's "Under Pressure" to create an emotional rollercoaster that fans will definitely feel.
Paddy Power 'Europe's Favorites' by BBH London
Paddy Power 's 'Europe's Favorites' campaign, starring Danny Dyer, is a cheeky and fun nod to England's unique position in Europe, especially post-Brexit. It's a hilarious and patriotic celebration that connects with football fans and the general public alike, using humour to highlight England's contentious behaviour abroad and their hopes of winning the tournament.
Irn-Bru 'Doctor's' and 'Mannschaft' by Leith
Irn-Bru ( AG Barr Group ) brings its A-game with two fantastic campaigns. In 'Doctor's,' a doctor hilariously prescribes tickets to see Scotland in Germany, paired with Irn-Bru, sparking excitement and laughter. 'Mannschaft' taps into the German term for football team, cleverly using cultural references to connect with fans and national pride, perfectly aligning with the tournament's spirit.
British Heart Foundation 'Til I Died' by Saatchi & Saatchi
The British Heart Foundation 's 'Til I Died' campaign is both touching and powerful, commemorating the lives of 12 young football fans affected by heart disease. Through striking murals and a compelling message, the campaign highlights the urgent need for more research funding, resonating deeply with the tournament's themes of community and social responsibility.
Marketing and Advertising Trends
The advertising buzz around Euro 2024 is a masterclass in blending creativity, emotion, and cultural relevance. Brands are using the tournament to boost engagement, awareness, and achieve their business goals. From strategic partnerships and cultural insights to humour and social impact, these campaigns have successfully struck a chord with football fans, capturing the essence of the tournament and creating meaningful connections.
Ultimately, the Euro 2024 advertising campaigns have set a new benchmark for impactful storytelling, cultural resonance, and audience engagement. They've shown the incredible power of marketing to connect with people on a global scale and spark meaningful conversations around major sporting events.
Brand Marketing vs. Performance Marketing
Should you prioritise building a strong brand image or focus mainly on driving immediate sales? This is a question many marketers have asked themselves and one I hope to give some answers to today.?
To clarify, brand marketing revolves around crafting a unique identity, establishing an emotional connection with consumers, and building long-term brand equity. It aims to shape perceptions, foster trust, and ultimately create loyal customers who become brand advocates.??
On the other hand, performance marketing emphasises measurable outcomes, concentrating on immediate results such as conversions, leads, and sales.?
While both strategies have their place in a comprehensive marketing plan, understanding their nuances and strengths is crucial for businesses seeking sustainable growth and profitability. In this article, we explore the key differences between the two.??
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What is Performance Marketing?
As mentioned, performance marketing focuses on generating immediate results, such as driving website traffic, generating leads, and increasing sales. One of the key advantages of this approach is that it’s highly measurable; by tracking KPIs such as cost per click and conversion rates, you can quickly determine the ROI of your campaigns.???
However, one of the downsides of solely focusing on performance marketing is neglecting the importance of building a strong brand identity and establishing a relationship with your target audience.
Performance Marketing Activities
Now, let’s look at some activities that have an important role to play in performance marketing.??
Testing and Optimisation
Performance marketing is highly scientific, with action being taken based on data. That’s why constant testing, optimisation, and daily monitoring play a pivotal role in the realm of performance marketing, ensuring that campaigns are fine-tuned for maximum effectiveness and efficiency. Here’s a closer look at why testing is so important:??
For The Love of Marketing - Marketing Podcast | Power of Psychology in Advertising
Revisit the gem of an episode from 'For The Love of Marketing' podcast where I sat down with the brilliant Sarah Clarke, Strategy Director at UM. We explore how psychological principles can shape your marketing strategies and influence consumer behaviour. Listen as we dissect memorable campaigns and persuasive messaging, shining a light on why some brands become household names while others fade away.
In this episode of the 'Power of Psychology in Advertising' podcast, Clarke shares insights from her rich experience that will change your view of marketing. So hold on as we embark on this enlightening journey at the intersection of psychology and marketing.
Don't miss out on understanding the true power of psychology in advertising.
Subscribe to the podcast:
Book Recommendation | The Mom Test: How to talk to customers & learn if your business is a good idea when everyone is lying to you
The Mom Test" by Rob Fitzpatrick is a practical guide to obtaining genuine customer feedback, saving you time and money. The book debunks the idea of seeking validation from friends, family, or potential customers, who often lie. It offers insights into customer development and lean startup methodologies, highlighting common pitfalls in customer conversations and how to avoid them.
Rob Fitzpatrick, an entrepreneur with 12 years of experience, shares his strategies for gathering unbiased customer insights and taking an idea from inception to its first paying customers. His practical advice, drawn from his background in social advertising, product design, and startups, is highly praised.
Providing actionable methods and tools, makes it a must-read for anyone building products, talking to customers, or working in startups. This essential guide helps understand customer behaviour, avoid conversational pitfalls, and effectively validate business ideas in the startup world.
Here's an interesting read from my strategic marketing agency, SK…
Understanding and Developing Customer Lifetime Value (LTV)
Understanding customers, what they value and how much they are worth is essential for any organisation hoping to drive growth. Knowing where customers come from, what they care about and how much they spend with a brand at different touchpoints will help develop marketing strategies to drive future expansion.
This article will explore the concept of Customer Lifetime Value (Sometimes called CLV, CLTV or LTV) and some of the key metrics that will give businesses visibility into how much each customer is worth, in order to build tailored strategies moving forward.
Why is Understanding LTV Important?
In today’s highly competitive marketplace, success is less about gaining new customers and more about retaining existing ones and maximising the amount of revenue they bring. (Due to the current economic situation, focusing on customer retention is more important than ever.)
Thanks for reading!
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About Simon
I have been helping companies with their marketing from start-ups to global organisations for over 25 years and I’m also the author of 2 best-selling books in the field. Whether it’s growth, branding, performance, content marketing, SEO or many other areas, I have helped companies all over the world to deliver market-leading results and I'd love to help you if I can.
Simon