There are only a limited number of hours in the day, so making sure you spend your time on the good things rather than the bad is crucial. Often times, marketers can get bogged down in doing things because “this is how it’s always been done” when in reality their time would be much better spent elsewhere.
Ahead of this year’s Marketing Festival, we spoke to some of our key speakers to understand the one thing they think marketers should start doing (if they aren’t already) and the only thing. to which it is time to say goodbye for good.
For Boots CMO Pete Markey, obsessed with performance marketing at the expense of everything else is something that should be banned. âFind the right balance between investing in the health of your brand, also supported by a successful performance marketing program,â he advises.
He thinks marketers should spend more time being “customer obsessed.” âYour customer experience is your brand, so focus on success consistently,â he adds.
Doing this will allow brands to focus on âgenuine innovationâ and address needs that customers didn’t even know they had, says Helen Edwards, Marketing Week columnist and director of Passionbrand.
“[Marketers should be] push for real innovation, not âlateralâ innovation. Not just more tinkering with line extensions, but real consumer-driven innovation that makes their lives better in ways they couldn’t imagine, âshe explains.
I am amazed at how many traders accept things at face value.
Andrew Tenzer, litter
Likewise, Ross Farquhar, marketing director of mochi ice cream brand Little Moons, believes brands need to spend more time understanding the people they are targeting by “exercising their empathy muscle.”
âThere is a growing sense that marketers are sucked into the gravitational pull of the corporate world and that they are moving away from curiosity about the people they are trying to influence,â he adds.
In the process, Jerry Daykin, senior media director at GSK Consumer Healthcare Marketing, says marketers need to pay more attention to the true diversity of their customers.
âIt’s our job as marketers to understand and respond to them, which means going beyond averages and stereotypes to tap into the true diversity of attitudes, expressions and ways of thinking. lives that exist, âhe explains.
âOur own unconscious biases can easily leave diversity behind throughout the creative process, so it’s important to control ourselves every step of the way and look for positive opportunities for inclusion, not exclusion. “
People are also essential in his second point, as he suggests that companies should stop trying to go back to the old ânormalâ and instead revisit the way they treat and care for their people.
âCompanies have been working hard to adapt to Covid, but as we start to move back to normal, we have to recognize that our normalcy was far from perfect before, and we can take this opportunity to shape something better, âhe says.
He is pushing for “more flexibility around people’s personal needs, a stronger step back against the culture of overwork, fairer pay and absolutely zero tolerance for unacceptable behavior in the office.” Jerry Daykin of GSK on the 6Ps of digital transformation
Be prepared for anything
For Raja Rajamannar, Director of Marketing and Communications at Mastercard, devoting more time to risk management is crucial, especially given the past 18 months.
âAbout three years ago, I noticed the enormous amount of risks the marketing function was going to face – brand reputation risks, financial risks, data and security risks, privacy risks, and so on. I quickly formed a risk management group within our integrated marketing and communications department at Mastercard and I’m glad I did, âhe explains.
âWhile we could never have anticipated Covid-19, luckily we had the building blocks in place to deploy a comprehensive emergency plan. It is extremely important for brands to be prepared for anything and to have plans to act when necessary.
Meanwhile, Andrew Tenzer, director of market insight and branding at publisher Reach, advises marketers to start “thinking critically.”
âI’m amazed at how many traders are taking things for granted,â he says. âEspecially studies making grandiose statements about people and their behavior. This leads to poor decision making rooted in the making rather than the facts. Most of the time, a little critical thinking will reveal that these types of studies are poorly designed, directed and agenda driven. “
Thinking critically will also help marketers avoid obsessing over brilliant, new, but potentially unproven technology, he says.
“While it is important for us to be a forward-thinking industry, the problem is that we place too much emphasis on new technologies and media platforms, while underestimating the effectiveness of more established forms,” he adds.
âWriter Nassim Taleb called this ‘neomania’ – the mania for everything new and shiny. Driven by a psychological need to take risks, the marketing industry often adopts and launches headfirst into new platforms, [without] no tangible proof of their operation.
If there’s one thing Helen Edwards would like to see banned, it’s marketers’ obsession with creating “content.” Why? Because âpeople just don’t care what brands have to sayâ.
Likewise, Mark Ritson, founder of Mini MBA and another Marketing Week columnist, said his biggest slogan was âdigitalâ. He urges marketers to stop using it because it is an “outdated and unnecessary distraction.”
On a more positive note, he suggests that the only thing brands should start doing is take a day off the âtactical blizzardâ for strategic planning.
Wise words of all.
These marketers will all be sharing their vast expertise at this year’s Festival of Marketing, which runs October 18-21. They will cover everything from growth and trends to customer delivery, creativity and collaboration. Visit the website for more information and to purchase your pass.