Buymedia®’s Post

It would be so hilarious, if it would not be true! "80% of the money I spend on advertising is wasted, but it looks like it works in a spreadsheet, and I know which 80% is wasted, but I don't want to know any more about it, because a lot of it is fraud, and everyone else is in denial. And if I spent more in the areas where brands are actually built, and sales are really generated, it would mostly be untrackable and it would mostly incur in 6 months to 10 years time, and it will be useless for this months QBR" #advertising #marketing #branding

Tom Goodwin I love this so much that I don’t know what to do with this. Should I print this out and frame this and put it on my wall? Jokes aside, I absolutely agree with what he wrote and I have trouble stopping myself from nodding. In today’s data-driven world, we often overlook the emotional and behavioral aspects that drive decision-making. Just because something is hard to measure doesn’t mean it’s not vital. Cutting branding efforts during tough times is a mistake. It’s the perfect opportunity to drive brand presence and stay top-of-mind for when consumers are ready to buy. The resent news about Nike needing to rebuild its strength after years of over reliance on DTC isn’t without merit. Also, just because someone doesn’t engage with a post doesn’t mean they won’t consider your product. Reflecting on my time at Expedia, our e-Newsletter served as a reminder, prompting bookings without expecting immediate sales. The conclusion was, these newsletters were never meant to generate 1,000s of sales everyday however, they served as a 'reminder' to the readers (as naturally one wouldn't be travelling every week) and when they decide to book a trip, Expedia's email would become a 'reminder' for booking on our site. You might argue that other OTA are doing the exact same thing, but that's where your other 'branding' efforts come to play. Let’s be human about it and any smart marketing or branding manager should tell you nowadays awareness AND conversion work is THE way to engage. We need to stop the hair splitting exercise.

100 years ago - "Half the money I spend on advertising is wasted; the trouble is I don't know which half.” Today -"80% of the money I spend on advertising is wasted, but it looks like it works in a spreadsheet, and I know which 80% is wasted, but I don't want to know any more about it, because a lot of it is fraud, and everyone else is in denial. And if I spent more in the areas where brands are actually built, and sales are really generated, it would mostly be untrackable and it would mostly incur in 6 months to 10 years time, and it will be useless for this months QBR" There used to be a think called "dark social", is was the broad acceptance of the idea that there is a massive amount of chatter in the world that doesn't happen on social media, in fact probably 70-95% of "influence" is stuff that you can trace. Advertising is exactly the same, but we don't want to accept it. Almost every medium to large advertiser in the world has the vast majority of interactions, sales, influence, in places which people can't ever measure. More and more time and energy is spent closing the loop. The idea you can use my mobile number to see if the ad for Samsung fridges made me buy one. The problem with this is that the entire proposition is preposterous. Attributing success of a sale of almost anything to any less than 30-1bn things, is like asking people what lyric or note makes them like a song. Marketing is way more complex and way more simple than we want it to be.

Vanity metrics that just make you feel good about yourself are a distraction. Metrics that make you believe a truth that is either very incomplete or very inaccurate can be far more dangerous. Good advice here to remember what is easy to report is not necessary what is right to report.

In advertising, the scale of the campaign affects the approach. The goal is always to be remembered, but depending on how much you spend, memorability can be achieved in different ways. To illustrate this, I've created this beautiful hand-made graph. At one extreme is Dollar Shave Club, their $1bn acquisition by Unilever, one could argue, came on the back of a single, extremely fun and memorable, viral ad. At the other is Verizon, who play the long game when it comes to reach and frequency. They don't need to be especially clever because they can beat a message into your brain through sheer blunt force. Problems arise when advertisers drift left and down - low creativity and low spend. If you don't have the dollars, you better figure out a way to stand out, lest ye be ignored.

Is advertising good 😊 or not 😫? The majority of people believe that advertising has been successful in grabbing people’s attention to buy different products. While another group claims that due to the ubiquity of advertising, it has almost lost its influence in getting people to buy. Although I am in no way denying the role of advertising in marketing, sometimes it can be counterproductive due to too much frequency. Most businesses these days rightfully claim that advertising is the primary means of increasing sales of products and services. Features and quality of goods are introduced to people through advertisements. Since advertising uses public platforms such as eye-catching street billboards, social media, and celebrities, people get familiar with introduced products, and buyers are more likely to be immediately attracted to these goods when they are shopping. This means high sales of advertised products. On the other hand, another group asserts that since people are faced with a bewildering variety of advertisements on a regular basis everywhere, they prefer to escape from advertising instead of paying attention to them. They firmly insist that nowadays, people from all walks are aware enough to take real needs into consideration in purchasing rather than being manipulated by the will of advertisers. In my view, one of the main advertising philosophies is to constantly communicate with their consumers to know their needs and meet these new demands, and then new products are introduced. For example, one of the oldest famous manufacturers, despite its reputation, allocates a sizeable amount of money for advertising on a yearly basis. The slogan of Coca-Cola is that “we are always with you.” 😌 I strongly believe that advertising is well-known as a method of promotion and guarantees the high turnover rate of goods. Although the widespread use of advertising by producers leads to reducing its effects on many buyers, it is still regarded as a main strategy to provide adequate data about different goods. #Marketing #sustainability

Dear retailer, does your local community know about you? If you have been tirelessly advertising in the local community magazines, yet have not secured any new buyers, read on. Are you tired of generic marketing advice that doesn't yield any results? Do you want an easy-to-read, simple, yet effective guide that is specific to small retail brands, including no-nonsense tips on attracting more local buyers? Look no further. Here are five quick tips for mobile advertising tailored to KBB and home improvement retailers so you can start targeting customers actively shopping for your services. kbbreview KBBFocus https://lnkd.in/eG68Rjc7

YOUR Best Advertising Strategies Will Be Revealed Over Time Best practices are only best practices. There’s no guarantee they’re going to work. There’s a better chance they will work though when you do the right things. But maybe they won’t. Before you make a high bet and start an expensive Facebook ad campaign, test your hypotheses on a smaller scale first. Run a few experiments and A/B tests to see who the winner is. Use the Facebook ad strategies we went over here as a guideline to develop your own strategy. Because Facebook ad success relies on having a defined marketing strategy. Outside of the mechanics, there’s a lot to be said about injecting emotion, urgency, and creativity into that strategy. Creativity added to primacy is its own thrill—coming up with new ideas before anyone else. You have 21 proven tools to design a winning Facebook ad strategy. Try them out. Set them up, execute them, test them, and see if something new works its way into your strategy over time. Test that and refine it. When a pattern emerges on your graphs showing what works for your company, put more money there.

I’ve spent millions on ads in the last 10 years. These are the top 5 lessons I’ve learnt: 1 Scale slow rather than fast. Slow is smooth, smooth is fast. 2 The more you spend, the more expensive it becomes to advertise. You have to reach people who aren’t ready to buy, so your ads have to match the psychology of the customer in their stage of the buyer journey. 3 To scale up ad spend, focus on increasing AOV and conversion rate. Scaling up means reaching a more diversified group of people, with different interests and need states. That makes advertising more expensive, so you need to maximise the return you’re getting from each customer. 4 Understand how you ad account paces its level of spend If most of your purchases come in the evening, but most of your spend is happening in the morning, you want to fix it. Those granular changes make a difference when you’re spending 💰💰💰. 5 Sort your tracking If you’re just using the Facebook pixel to track, you’re about 30% out. That’s fine if you’re spending £100 a day. But when you’re spending £10,000 a day, suddenly you’re losing a lot of cash. Sort your tracking out from the start. Time well spent if you ask me. Hopefully money well spent too.