Ad agencies and marketers continue to live in a parallel universe…

09 Friday Jun 2017

Posted by Malcolm Auld in Advertising, B2B Marketing, Branding, Marketing, Social Media, Thought Leadership

Tags

advertising, B2B Marketing, branding, marketing, social media

Research released this week by ThinkTV claimed “people working for advertising agencies are out of touch, childless, share-housing, farmers’ market-loving, workaholic gym junkies, who overestimate the impact of social media and the internet on normal Australians.”

Me thinks it’s a pretty accurate persona, to use the modern vernacular.

Of course, the consequence of the frame of reference from which agency types view the world, is how it influences their creative and media decisions in quite biased and dangerous ways.

I was on the end of this type of thinking when talking with a marketer in charge of selling “enterprise solutions” for a telco. In layman’s terms this means she flogs large phone systems to big companies through consultative selling. The reason she was asking my advice was the fact her sales were tanking and she couldn’t get leads from her digital marketing in LinkedIn and banner ads on other sites. True dear reader.

I was showing her some interactive 3D mail examples from US telcos that worked really well to generate qualified leads, particularly when supported with telephone follow-up. She stared at me bug-eyed and said “mail and telephone for B2B marketing are just not on my radar, everything’s digital these days and the agency would never go for it“.

I was taken aback, because as she spoke, I saw something flapping outside her window.

Everything’s just digital these days

The real problem with this advertising agency parallel universe is that it’s not new. The industry has lived in it for decades and not learned from its mistakes. I remember a survey in the 1980’s that demonstrated how out of touch the people who worked in advertising agencies really were.

One revelation was that agency people assumed everyone leased cars and bought their groceries on their fuel card in Shell Shops and 7/Eleven stores. Why go to Woolies?

I also had a marketing assistant at that time, who eventually became a partner in an ad agency (must have been the training). She lived in Sydney’s eastern suburbs and abjectly refused to travel west of George Street in the city. “the only time I go west is to get to the polo and then someone drives me“, she proudly exclaimed.

So here is the latest parallel universe of Adland – it goes part of the way to explaining the massive amounts of money being wasted in digital marketing channels.

The key is as follows – view the charts and weep:

Adland = Yellow
Adland’s estimate of public use = Dark blue
The public’s real use = Light blue

This article in yesterday’s press let the facts speak for themselves. For example, when asked to estimate how many people watch Netflix weekly, Adland said 80%. Yet apparently only 28% of “normal” people use Netflix weekly.

Gotta go now and do my weekly mentoring of young agency talent. Where’s my Tardis?

The myths and lies of the fake sharing economy…

08 Saturday Apr 2017

Posted by Malcolm Auld in Digital, Digital marketing, Marketing, Social Media, Thought Leadership

≈ 1 Comment

Tags

airbnb, digital marketing, sharing economy, social media, Thought Leadership, Uber

The headline for this post could easily have been any of the following:

“Stop all the lying you marketing bastards” OR

“Happy birthday to the sharing economy now 200,000 years old” OR

“Change hands please and describe your business accurately”

As you all know, we marketers love our buzzwords. The “sharing economy” is one of the most popular from recent times. It’s used in seminars, in articles by “thought leaders” and anywhere someone out of their depth is trying to make an impression.

To set the scene, let’s briefly review the definition of “sharing”

sharing = “use, occupy or enjoy (something) jointly with another or other”

AND

sharing = “give a portion of (something) to another or others”

There is no definition of sharing in any dictionary on the planet that says sharing involves a commercial transaction, where one party charges another party for services.

The sharing economy is one of the oldest on the planet. It’s been around since the arrival of humans. I suspect cavemen (and cavewomen) shared their caves and food with people other than their family. Maybe even passed a rock among themselves to use as a tool?

All of us have shared things throughout our lives and will until we die – food, drinks, seats, newspapers, spare beds, car pooling, stationery, lawn mowers, chores and much more.

At no time in this “sharing process” do we ask for payment. The reason is simple. You cannot call it sharing if you charge for the service. Because by definition, it’s not sharing, it’s a commercial transaction. You are conducting business if you charge for services – you are not sharing.

So please, all you marketing wannabes, just tell the truth.

A Bed & Breakfast (BnB) service is a commercial business, so just putting the word “Air” in front of it doesn’t suddenly make the service free, in terms of sharing.

Airbnb is a room booking service. Uber is a taxi booking service. And both companies do their damnedest to avoid paying tax in any of the countries in which they operate, as do most of the people who deliver their services.

Airbnb actively advertises on radio for pensioners to supplement their pensions by becoming an “Airbnb host”. It offers no advice to the poor pensioners on how the extra income will affect their pensions. They may lose their pensions by becoming a host. That’s not much of a sharing, nor caring, way to do business.

Meanwhile, Uber is losing $Billions annually and is plagued by all sorts of management problems and legal action. And when you read its business strategy, (it’s not a sharing strategy) the future is about driverless cars, so where’s that leave current drivers funding its “growth”? I suppose the reason is, Uber’s sharing model, sorry I meant business model, relies on financial transactions, rather than sharing, for its survival.

So given there is absolutely no sharing involved in the fake sharing economy, maybe a correct name for this new service category could be “the make a quick buck while avoiding tax economy“?

It’s certainly more accurate. And it’s not teaching our children that lying is an acceptable business practice, so it’s much more ethical.

Have to go now. I can hear my bride calling. I think she wants to share my wallet. So I guess there is payment involved in sharing after all…

Would you encourage your children to work in marketing? I doubt it…

20 Monday Mar 2017

Posted by Malcolm Auld in Advertising, Branding, Digital, Digital marketing, Email marketing, Marketing, Marketing Automation, Media, Social Media, social selling, Telemarketing

≈ 11 Comments

Tags

advertising, digital, digital marketing, email marketing, fake internet, marketing, social media

Some of you may have noticed I haven’t blogged for about three months. I decided to take time out to observe the industry through rose coloured glasses and find some positive examples of advertising to share – regardless of channel. I might as well have tried to climb Mt Everest naked. Sorry for that vision folks, but that’s how difficult the task is has been.

Because when you stop for a moment and take a gander, the sight is really sad.

I’ve spent most of my life working in marketing in one way or another – as a business owner, running marketing departments, running agencies and educating executives and students. Never in my experience have I known the marketing industry to be so shonky, shoddy, dishonest, artificial, delusional, self-destructive and downright on the nose.

Why would anyone want their children to get a job in marketing? It’s become an embarrassment to say “I work in marketing”. You might as well say “have you met my parole officer?”

The growth in deplorables (to steal a recent popular word) is directly linked to the rise of the digital marketing industry and all the charlatans it has attracted. It seems they’re all drinking the same kool-aid and believing their “owned media” to use a digi-buzzword. Their mantra is one of the oldest on the planet “a sucker is born every minute” and it’s easy to chant when the suckers, sorry marketers, are hooked on FOMO and fashion.

Everywhere you turn there are examples. And it’s been getting worse every year. I produced this parody video in 2011 to promote an event, partly because like many, I couldn’t find any facts to support the outrageous claims about online usage by consumers.

Then this book was a best seller in 2012. I cannot find any similar publications claiming analogue channels to be so dishonest.

The first abuse of a marketing channel was the telephone and this was countered by government and industry with “do not call” registers. The problem with telemarketing was not so much dishonesty, rather it was the frequency of unsolicited calls into people’s homes.

The spiral to dishonesty started with email marketing. The scams, abuse of privacy, illegal use of email addresses, spreading of viruses and frequency of messaging, created so many problems that governments created anti-spam laws as well as data privacy legislation. Email continues to be abused, with most people now having a daily ritual of deleting unsolicited or irrelevant messages.

Here’s a quick snapshot of the marketing industry as we know it today…

The fake internet is growing so fast it will be one of the biggest online industries in less than a decade. Bob Hoffman, another lone but increasingly louder voice in the wilderness, has been very vocal about the fraud in the online advertising industry. In a number of articles, he has revealed that the percentage of clicks on online ads by robots, varies from 30% and up to 90%. Agencies have no way of telling how much “traffic” or “clicks” are by robots, as even the publishers themselves don’t really know. Yet marketers are charged for this fraud.

Then there is the “fake profile” industry. Software can now create social media accounts for anything connected to the internet. So your grandmother’s new fridge, or your sound system running from an app, will be hacked and a profile created using the device’s unique IP address.

The fraudsters then buy fake followers, they cost as little as $2.00 for a thousand, and create a fake following. The “profile” then publishes fake content, either stolen, or created by slaves with no subject expertise, working in Eastern Europe, the subcontinent, or South America. Ad space is then sold on these “fake profile” sites to computerised advertising networks. Marketer’s ads then appear on the sites, with the marketer being none the wiser.

As the system is fully computerised and rarely has a human eye to analyse it, the ability to scam the programmatic ad networks to create fake sites and earn automatic “fake revenue” is huge.

But the digital marketing industry seems uninterested in addressing the issue. One of the drivers behind this lack of interest is that very few marketers care. They never look at their digital analytics. It’s more important to be seen to be “digital” and mediocre, than to be using digital channels profitably. An Australian report suggested more than 60% of senior marketers didn’t bother looking at or using the analytical data their digital marketing generated. So they have no idea what works or what fails.

Media companies have now admitted they have been falsely charging for online advertising and are returning $millions to clients, rather than face messy legal action. Dentsu was the first to raise its guilty hand.

I have one client about to go to court with its global media agency because the agency refuses to use the client’s programmatic advertising account. The reason is simple. The moment the client gets access to the account they will discover how much they have been ripped-off over the terms of the contract to date. It seems the agency is hiding behind a clause in the contract that says bookings must be on its account. The media agency would rather lose the client’s business across the globe than be found guilty of fraud.

Facebook admits it has overstated video viewing by as much as 80%.

Sir Martin Sorrell has called out Google for unwittingly allowing advertisers to subsidise extremist terrorist sites with their advertising.

Proctor & Gamble, the largest media advertiser in the world is threatening to stop advertising online unless the industry starts to act honestly and ditches its self-interest. P&G has already reduced its Facebook spend because it resulted in an appalling loss of revenue and market share.

While French media agency Havas has followed suit and pulled all advertising from Google and the YouTube platform until they “deliver the standards we and our clients expect”.

An active Twitter user is someone who accesses their account once a month – and there are more inactive accounts than active ones. #whybotherwithtwitter

FYI Google, YouTube, Twitter, Facebook and LinkedIn remain the major publishers that continue to refuse independent auditing of their platforms. Whereas all the major analogue publishers have always participated in independent auditing as part of providing a legitimate service to advertisers.

How did it get so bad? I suspect that one reason is the fact so many people claiming to be digital marketers know nothing about marketing and just a little bit about binary coding. They have no respect for marketing, dismissing it as “just part of the process” for anyone who can use a keyboard. Or they’ve read a definitive guide and so have become a definitive expert.

I was in a meeting with a digital marketing manager who stated with authority; “a brand is just the logo taken to the next level“. But he did it with such conviction the juniors in the room took notes – I just shook my head and asked for more coffee, as it was the only drug available.

Creative thinking is not valued. Instead, you just need to Google “world’s best example of…” and then copy the ideas for your client or your brand. The result of following the “God called Google” has been a devaluing of creative talent.

And while BIG DATA is the latest trend, most marketers and their media agencies don’t analyse data. They don’t know what works and what doesn’t. They talk about data and even produce spreadsheets, but they don’t study the data to gain knowledge. Instead, they worship at the social altar of “likes” and “followers” and some nebulous term called “engagement”.

The digital channels allow you to predict the future, so you can make more money, or earn the same amount for a lower spend. They put more knowledge in the palm of marketer’s hands than any other channel. Yet nobody seems to care.

Though here’s what some major advertisers say about social channels after analysing them:

Unilever has said its social media results are about 50% as good as traditional POS advertising and other retail promotions. While Coca Cola ran its usual metrics through its social media and saw no difference in sales as a result of social content. Westfield shopping centres stopped social media advertising, as results and research revealed its customers preferred printed catalogues.

As Bob Hoffman published recently: in a study by the American Marketing Association, Deloitte and Duke University, more than 88% of marketers surveyed said they could find no measurable impact from social media marketing. While Forrester Research reported that only 0.07% of one major brand’s Facebook followers ever engage with one of its posts.

It can probably be best summed up by Coca Cola’s Head of Global Marketing, Marcos de Quinto who said; “Social media is the strategy for those who don’t have a… digital strategy.”

Yet in a recent industry debate with Mark Ritson about social media, Adam Ferrier, one of Australia’s brightest advertising talents, said “…These other two businesses – Uber and Airbnb – would not exist without social media.” I can only assume he said it because he was forced to support his side of the debate, as nothing could be further from the truth.

Uber has mainly used traditional public relations in mainstream media, plus social media to create awareness. Though as revealed here, Uber’s secret new business tool is good old-fashioned print. While Airbnb is a major user of TV advertising, email, network marketing, print and most recently talk-back radio targeting pensioners. The radio ads use pensioners to encourage other pensioners to top up their pensions by becoming an Airbnb host – strangely it says nothing about tax implications? Just as Airbnb pays no tax in our country.

So Uber and Airbnb cannot exist without analogue channels. Social channels are just a sideshow in the scheme of things.

Rumour has it, Unilever is removing the term “digital” from all marketing job titles, as they’ve finally woken up to the fact the job functions are about marketing, not about channels. After all, nobody ever called themselves a “Male Urinal Advertising Manager” just because they placed ads in the specialist channel of troughs in public and commercial toilets used by men. If you’re female and confused, ask a male colleague.

Smart marketers are realising that just sticking solely with digital marketing channels is more often than not, a mistake. For the best results, you need to promote across numerous proven channels, and run tests to determine the best ROI – just as marketers did prior to the internet.

Have to go now and prepare to teach young university marketing students. Might recommend they look for an internship at Long Bay Correctional Centre if they want a successful career…

Let’s connect https://www.linkedin.com/in/malcolmauld/

How low can marketers go…

07 Monday Nov 2016

Posted by Malcolm Auld in Branding, Content Marketing, Digital, Digital marketing, Direct Marketing, Marketing, Media, Social Media, social selling, Thought Leadership

≈ 7 Comments

Tags

content marketing, digital, digital marketing, marketing, social media, Thought Leadership

As those who work in the marketing industry know, it is in dire need of good publicity. What’s the adage about a cobbler’s shoes always in need of repair?

We’re ranked at the bottom of the list of the most trusted professions, if we make the list at all. And the recent outing of long-suspected shonky media buying agencies, has only served to confirm what the general public perceive. I’ll have more on the media buying dishonesty soon.

One of the reasons I’ve not posted here for a couple of months, is that I’ve been tutoring on advertising to 150 university students – in the first and final years of their degrees. To put it in perspective, I’ve read and marked 350+ assignments and presentations submitted by enthusiastic young people wanting a career in our industry.

It gave me some time to reflect and I’m a tad concerned for their future, as I’m not sure how valuable their degrees will be if they want an honest career. Here’s why:

In 1994 I ran my first e-marketing seminar, including some guest speakers from different organisations. Little did I realise at the time, how indicative it was of the industry that was to evolve to the ‘digital marketing’ one we know today.

There was a presentation from a new joint venture called NineMSN. It was between Microsoft and the owners of a television network. A lady whom I knew from the marketing industry was suddenly their e-marketing expert, despite having no expertise. Mind you, nobody had any expertise. The presentation was slick and full of graphics, charts and outlandish predictions about the information superhighway – remember those buzzwords?

Because the industry was still in gestation, the audience of marketers was extremely sceptical towards her claims – much like today’s worried marketers and business owners are about social media and content marketing.

Trust me I work in digital marketing…

The most powerful presentation came from an email supplier who used a whiteboard to draw a diagram of how the internet worked and how computers connected to each other. He explained what it meant and the potential for what it meant. The audience lapped it up.

And the rest as they say, is history. A whole industry was spawned. The “how to be an instant digital marketing expert” industry. Anyone can be one – just use some digi-buzzwords, imply secret knowledge, claim all things that always worked no longer do and you’re away. Even better if you publish a book denouncing all things common sense and praising unproven new marketing secrets.

Or better still, just announce “I am a digital marketing expert” and you automatically are. No qualifications necessary. For a typical example of this faux expert, you need look no further than the latest digital flavour of the month – the alleged Content Marketing experts. They give charlatans integrity.

If it is so easy to get away with deceit to succeed, why should anyone bother with a marketing, advertising, public relations or communications degree? If all you need to do to fake expertise is Google “world’s best <insert subject> advertisement” and copy it for your brand or client, why study at all? If you can manufacture phony credentials by paying a slave in Asia or the subcontinent, to ghost write a book for you, so you can claim to be a “thought leader” why get a degree?

The digital era has sunk the marketing industry to a new low. I’ve never known marketers to be as cynical about agencies, suppliers and alleged expertise as they have in the first fifteen years of this century.

But I live in hope, as I suspect the digital tide is turning. There is a growing chorus of intelligent voices calling out the cyber hustlers for what they are. Marketers are realising you need to use lots of media channels and continually test lots of media channels to succeed. Those who dumped proven channels for solely digital ones, are doing U-turns and going back to their roots.

They’ve realised the various digital media are not all they’re claimed to be – results are revealing the truth. If only Australia Post had maintained its investment in direct mail, as this channel is killing it for serious marketers. And of course television is still the dominant media by massive figures.

So maybe knowing about marketing strategy, branding, the time-proven principles of creating outstanding advertising, media planning and all that tertiary-trained knowledge, gained at university, will be worth investing in for a marketing career?

It better be. I’m having a ball hanging out on campus and learning from tomorrow’s ad legends – they are enthusiastic about their future careers and I’d love them to have a worthwhile industry in which to work.

But they have to study first. Where’s that homework file…

******************************************
Let’s connect: https://au.linkedin.com/in/malcolmauld

How the Connection Paradox and your A.S.S. Time ruin content marketing performance…

30 Wednesday Mar 2016

Posted by Malcolm Auld in BIG DATA, Content Marketing, Copywriting, Digital, Digital marketing, Email marketing, Marketing, Marketing Automation, Social Media, social selling, Thought Leadership

≈ 2 Comments

Tags

content marketing, digital, digital marketing, influencer marketing, marketing automation, social media, Thought Leadership

A few years ago I coined the term “The Connection Paradox“. It refers to the conundrum whereby the more people you are connected to on social media, the less of their posts you see.

It is simple maths – the more connections you have, the more posts will be sent to you. But given there are still only 24 hours in the day, you have less time in which to see each post, so you miss most of them. Unless of course you have no life.

The truth is, just as most articles and classified ads in newspapers were never read, but they “reached” the audience, the majority of social posts and marketing content never gets seen, let alone read – even though it reaches your newsfeed.

Apparently, the maximum organic posts a FB user gets from their connections is between 3% and 6%, depending upon which expert you ask. So users miss the vast majority of posts unless they invest hours searching and scrolling. And now with Facebook and Instagram only serving posts based on user behaviour with previous posts, well it’s time to cue the banjo music.

The posts you get are related to previous posts – creates strange relations…

Both LinkedIn and Facebook batch updates for users. When you click on the updates button, the updates automatically download so fast you suffer a virtual waterboarding, as you cannot cope with the inundation of posts being digitally jammed down your throat.

Batching posts causes virtual waterboarding when you download them.

Most updates disappear below the fold, never to be seen. Worse still if you are reading them on a mobile device – you have to scroll even further to find what was just downloaded. While you’re doing that, another batch builds ready to waterboard you again at the tap of a button.

This led me to coin another term – Your A.S.S. Time. In case you’re wondering, I can generate the buzzwords as good as any of the cyber-hustlers.

Your A.S.S. Time is your Average Social Screen Time. On Instagram for example, it’s often less than one second. For LinkedIn it’s maybe 15 seconds before you move on. Thanks to scrolling technology on smart devices, people’s A.S.S. Time gets less and less, as more and more content is consciously ignored.

People have no choice – we are becoming time-poor, infobesity-ridden carbon-based life forms hooked by the dopamine effect of the next thing to appear on a screen.

Consequently the majority of content from content marketing, never ever gets seen, let alone read.

So this creates another paradox…

If you believe the content marketers, to practice influencer marketing, you must generate lots of followers and do lots of content marketing.

Following the obvious thread – if you have lots of followers and they are also posting, because they want to be thought leaders and do content marketing too, then by definition – nobody’s being influenced – because none of the content gets consumed, as we’re too busy creating thought leading marketing content for our influencer marketing.

And there’s still only 24 hours in the day to create and consume content.

Maybe “content marketing” should be renamed circumlocutious marketing?

Sadly the way we’re heading digitally, I suspect the whole marketing industry might get renamed the “mediocrity industry” – but that’s another blog…

More than ever before, customers want to be sold too…

28 Monday Mar 2016

Posted by Malcolm Auld in Advertising, B2B Marketing, Branding, Content Marketing, Copywriting, Customer Service, Digital, Digital marketing, Direct Marketing, Email marketing, Marketing, Marketing Automation, Remarketing, Sales, Social Media, social selling, Thought Leadership

≈ 1 Comment

Tags

B2B Marketing, content marketing, customer service, digital, digital marketing, email marketing, marketing, remarketing, Sales, social media, social selling, Thought Leadership

There is some serious B.S. being peddled claiming human DNA has miraculously changed in the last few years. The peddlers (known as content marketers) claim people don’t want to be sold anything anymore. They claim businesses that try to sell things to their customers and prospects will fail.

I’m not kidding, such absurd claims are being made at marketing seminars – if it wasn’t so sad it would be hilarious.

The claim of course, is complete rubbish and without supporting evidence.

content marketers shoveling content

The plain fact is this – people love to be sold to by good salespeople. And when they have a great sales experience they rave about it and call it “excellent customer service”. They tell friends at social functions and on social media. Some marketers even label them advocates.

Great sales technique doesn’t make the customer uncomfortable. It doesn’t sound “salesy” – to use an emerging piece of jargon. A good sales person is highly regarded by customers. And we all have our favourites, whether they be at our local cafe, clothing store, pub, hairdresser, mechanic, IT supplier, butcher, baker or grocer.

But when it comes to lousy salespeople or poor sales messages, people share a universal dislike. Since the beginning of time, people have disliked them – it is not a new sentiment just because of the internet or claims by content marketers.

How many times have you threatened to take your business elsewhere because a salesperson wasn’t available to serve you? We all love salespeople.

So to push a self-interest content marketing barrow and state all a marketer has to do is publish more and more non-sales information and the world will flock to your door, is pure fantasy. The content marketers may be smoking the wacky tobacky, but the punters aren’t having a bar of it.

Are content marketers smoking the wacky tobacky?

The common thread among modern consumers is they are time-poor and suffer from severe infobesity – much of this caused by useless content marketing messages that don’t give people a reason to act, or consider a brand. Content for content’s sake. Yet the last thing people want in their busy lives is more content.

Human beings are the laziest species on the planet – we always seek the path of least resistance. One of the key reasons apps are so popular for example, is their ease of use. So marketers have to make it as easy as possible for people to buy – which is why giving punters incentives, offers, propositions and reasons to “buy now” are key to getting sales.

To quote my old boss, David Ogilvy, “you cannot bore people into buying“. Yet content marketers are adamant you can. Waste more of people’s valuable time and you’re guaranteed to sell them more, they preach to the gullible.

Let’s examine some facts shall we:

The single biggest innovation in online shopping was an in-your-face sales tool. It was invented by Amazon – and customers love it! They call it customer service, because that’s what great selling is all about – serving customers and prospects well. The technique is now used on all major transaction websites.

Here’s an example with which you are all familiar – you visit Amazon and click on a book you are considering buying. The site then tells you “customers who bought this item also bought…”

Look out, Amazon is daring to “sell things”…

Even “Facebook with a necktie” (known as LinkedIn) uses this technique. When you view a person’s profile, you are prompted with a message “People also viewed” and there is a list of people’s mug shots linking to their profiles. This is a sales technique as old as retail selling – suggesting alternatives to get customers to buy at least one option. It’s a sales tool, not a non-sales tool.

Companies have always published non-sales information, it is not a new invention. And they made the information available at every point possible along the “customer journey”. Sorry, I had to drop the journey buzzword at least once. Some of you ancient marketers will remember such non-sales content as brochures, websites, booklets, newsletters, educational videos, signage, on-pack instructions, seminars, user manuals – the list goes on.

This is all designed to assist customers and prospects to make buying decisions, or as after sales service. Why would the punters want more ‘information’?

Yet the content marketers are claiming the whole world has changed just because people can do some online research before buying. This is stretching credibility beyond truth. Just because a marketer can reach a prospective customer in more places than ever before, does not automatically translate into “don’t sell to consumers, just post information as much as possible“.

wanna read content rather than buy a product?

By all means, help build your brand by publishing relevant content that cost-effectively drives people to a sale, or keeps them coming back after they’ve bought. But make it easy for the punters to buy – they are already inundated with infobesity and can’t be bothered doing all the work themselves.

So please, you self-interested content marketers, stop the lying about content marketing and making fake claims all a brand has to do to succeed, is publish non-sales content. It’s dishonest. Brands have always published non-sales content, as well as sales content – and it’s the sales content that has the biggest impact on the business and always will.

I’m going on a customer journey to get a drink of water from the kitchen. Better check some influencers to see what non-sales content they have, so I can make my buying decision – do I get cold water from the fridge, just run water from the tap, or maybe drink sparkling water from a bottle? After all, I want to ensure my water-drinking customer experience journey is the best it can be…

Those two marketers walk into a bar and laugh at influencer marketing…

18 Friday Mar 2016

Posted by Malcolm Auld in Advertising, Branding, Content Marketing, Digital, Digital marketing, Direct Marketing, Marketing Automation, Social Media, Thought Leadership

≈ 2 Comments

Tags

branding, content marketing, Dan Bond, digital marketing, earned media, influencer, influencer marketing, marketing automation, social media, Thought Leadership

It’s become a popular word – “influencer”. And now the term “influencer marketing” has entered the marketing vernacular, in case you need a new buzzword for a meeting.

It’s not really a new term though. In my school days when I was well behaved, a mother thanked me for being such a positive influence on her son. Then a few weeks later, a teacher called me out for being a disruptive influence in the class – it’s no wonder I’m cynical.

Influencer marketing is the process of contriving authenticity and false expertise by publishing content – most of which is not original – to grow a “following” online.

There are all sorts of tricks and guides to grow your alleged influence and the beauty is, you don’t need any real subject knowledge or track record of success in your field. You just need the ability to connect to people online and use marketing automation tools to publish content – mostly reworked from other alleged influencers, or borrowed from real experts (and usually without credit).

You can even outsource to content farms on the subcontinent or South America to create your expertise. If you’re a shrewd promoter, it’s not difficult to position yourself as an alleged expert.

Influencer marketers abide by what I call the Dory Principle of Marketing – “just keep bluffing, just keep bluffing – bluff, bluff, bluff.”

The Dory Principle of Marketing – just keep bluffing, repeat infinitum…

There’s rarely original thought published by these influencers. The real sad part is the volume of young marketers believing much of what is being peddled as expertise.

Some alleged “influencer marketing experts” have synthesized words to brand themselves with ridiculous titles such as Linkfluencer, or Social Influencer, as if this somehow casts magical wisdom upon their being – change hands please.

With thanks to The Marketoonist

That’s not to say there aren’t some genuine experts using content to educate and further their reputation. But they do so with legitimate credentials and history of success, rather than trying to punch above their weight using implied knowledge and sheer volume of content.

Recently a British marketer Dan Bond, published his list of alternate marketing influencers (as against those who practice influencer marketing). This humble blog you’re reading is on the list, with some rather esteemed company.

All the writers have a bit of mongrel in them and are refreshingly honest, which is why I read their stuff as much as I can. Check out their blogs here.

And avagoodweegend…

Content infobesity is clogging digital arteries…

03 Thursday Mar 2016

Posted by Malcolm Auld in BIG DATA, Branding, Content Marketing, Copywriting, Customer Service, Digital, Digital marketing, Email marketing, Marketing, Marketing Automation, Social Media

≈ 2 Comments

Tags

American Express Global Forum, content marketing, copywriting, customer service, email marketing, social media

Yesterday I received this email at least eleven times, from the American Express Content Hub – branded as American Express Open Forum. You’ll need to click on the image to see the detail.

In case you didn’t know “Content Hub” is one of the latest buzzwords you need to use in marketing meetings. For example, “I’m just going to my content hub to download some thought leadership.” It will probably impress others in the room who don’t know what a content hub is, though most likely only for about six months, until they realise you’re talking rubbish. But hey, you’ll be using a new buzzword by then, so they won’t remember.

This inbox-clogging email avalanche, was most likely caused by a marketing automation stuff-up, as they seem to be standard operating procedure these days, so it’s difficult to blame Amex.

But let’s stick with the Content Hub for a minute. I recently conducted a digital marketing training event for Amex in Sydney – focusing on debunking the myths of content marketing, social media and other digital delights.

One of the things we examined briefly was the American Express Open Forum, because it was rated one of the Top 10 Content Hubs in the world. Yes folks, you heard it here first. Does your content hub rank on the global stage?

There are a few problems with the hub:

It’s referred to as a Content Hub.
It invites you to customise what you see on the hub, by nominating subjects you’re interested in. I did this, but nothing has ever been customised and I see the same screen as people who visit the hub for the first time – this was proven via testing. I believe this is called a UX problem in modern marketing vernacular?
The hub is content for content’s sake – much of the content is of dubious value to businesses.
To ingratiate itself to its clients, Amex gets them to provide business insights. These “insights” are then published and promoted on the site – again more content for content’s sake.

Here are a couple of examples of amazing insights on the Open Forum:

“It’s not about the dollar amount you put into your marketing effort – it’s about the thoughtfulness and effort.”

“I suggest in-office events for employees to mingle and have fun. Giving a few extra days off around the holidays – or allowing remote work during the holidays – may also be greatly appreciated.”

“Seasoned business owners may also use professionals to help determine the extent of estimated payments needed to avoid penalties. Consider doing whatever it takes to avoid the estimated taxes death spiral.

I suspect, like me dear reader, you are completely underwhelmed by these amazing insights – featured prominently on the home page of the Open Forum. Another example of content for content’s sake.

When I asked the Aussie Amex digital team what they thought of the Open Forum, they ran for cover saying “it’s an American site, not ours“. They gave the impression they were very embarrassed by it.

But as you savvy readers will know, if it’s online it’s there for all to see, not just for the Yanks. And the punters don’t differentiate – it’s an Amex site, so if you’re an Amex card user, it’s for you.

There are many dictionaries these days, but here’s the definition for “insight” from the Oxford Dictionary – “the capacity to gain an accurate and deep understanding of someone or something.” I’ll leave it to you to decide if the insights from the Amex Content Hub qualify.

Amazing insights from the Content Hub

The content on the Content Hub, seems to typify the infobesity filling our inboxes and clogging the digital arteries of our customers. I have yet to find any customers who awaken daily, wanting more content from a brand, jammed down their throats – even when they are buying. Yet marketers are investing in content for content’s sake because, well just because…

Apparently there’s a growing trend of people creating content about trends in content marketing. I’m off to create a Content Hub that aggregates Content Hubs.

I think I’ll call it…..INCONTINENTO.COM…..

Hot hipster hotel hates humble hoovering & hides household help…

12 Friday Feb 2016

Posted by Malcolm Auld in Advertising, Branding, Customer Service, Marketing, Social Media

≈ 2 Comments

Tags

branding, Brisbane Hotels, customer service, marketing, social media, TRYP

There are three types of people in the world:

Those who trust TripAdvisor
Those who don’t trust TripAdvisor
Those who’ve never heard of TripAdvisor

I fall into the middle camp. Having had numerous 5 star hotels as clients, I know the huge effort most make to post fake reviews for their properties around the world. It’s a full-time position in most major hotels. So I don’t trust TripAdvisor at all.

And like many of you dear readers, I travel a bit with my work. Recently I’ve been visiting Brisbane on a regular basis, or Brisvegas if you’re local.

Following a review I read in a newspaper about how Brisbane was cooler than its southern city counterparts, I decided to give the TRYP Hotel a go – its theme is art and its corridors and rooms are alive with bright orange, neon blue lighting and other artistic assaults on the senses.

The Queen room was the smallest I’d stayed in since last staying at Morton’s in NY, where the door bashed against the bed when opened.

There were no instructions on the use of the room, as I’ll explain now. On my first morning, I arose very early to work in the room and made a cup of tea. There were no mugs, just glasses, but nothing to say they were thermal glasses and could withstand boiling water. So I rang reception to confirm they were appropriate for tea making – turns out they were.

Interestingly, any student of hospitality knows research has shown hot drinks like coffee, tea or hot chocolate are perceived to taste better drunk from mugs than glass, but maybe they don’t teach that anymore?

There was an iron, but no ironing board and I needed to tidy a shirt quickly before my meeting. I searched vainly for the board, but eventually ran out of time to call housekeeping, so dressed a tad wrinkly.

That evening when I returned to the room, I found the bed made, but the rubbish from the previous day was still on the counter. And the coffee maker I had moved to the floor to make way for the jug to boil water, was still on the floor.

Worse still was the dust – and I don’t mean tiny skerricks of particles floating around the atmosphere. No, I’m talking a layer so thick you could draw in it. Maybe that was the “art” part of the hotel?

Here’s the dust on the safe – you could almost plant vegetables:

And here’s my hand print in the space for hanging clothes:

And here’s the designer dust outline around the glasses.

And the leftover kettle/coffeemaker mess:

I started to wonder how clean the sheets were? Do they change them for each new guest, or just keep making the bed and rotate the linen once a week?

It reminded me of the time I stayed in the Miller’s Hotel in Westbourne Grove in the UK, when working with my friend Drayton Bird. It was a combination hotel/antique store – very musty and classic furnishings, even a four poster bed.

When I packed to leave after five days, I looked under the bed to check I hadn’t left anything. Sitting in the thick layer of dust (it was almost dirt) was a pair of boxer shorts and a bra. Suffice to say I felt like having another shower.

So I took the photos above and showed them to the life-support-system-for-tattoos at reception. And as you seasoned travelers know – what happened next was the test of how good the service really was at this TripAdvisor award-winner.

And you guessed it – she said she’d tell housekeeping and thanks for pointing it out. Dumbfounded I asked if I was supposed to call housekeeping to get an ironing board, as I couldn’t find one in the room. She told me the board was hidden under my bed to save space – of course there were no instructions in the room to advise I would have to lie on the floor and grapple said board from under the bed, if I wanted a tidy shirt.

My lifetime value for accommodation in Brisbane isn’t huge, but am sure they’d like the business. It’s about $10,000 until the end of this year. At least you can save yourself the hassle deciding where to stay when going to Brisbane, because you heard it here first, rather than on TripAdvisor.

The annual Superbowl advertiser churn rate continues again this year…

08 Monday Feb 2016

Posted by Malcolm Auld in Advertising, Branding, Digital, Digital marketing, Marketing, Media, Sales, Social Media

≈ Leave a comment

Tags

branding, customer engagement, digital marketing, marketing, Sales, social media, Superbowl

Here we go again folks – the longest hour of the year is upon us. Some say this hour lasts 6 months given all the media hype, but for those who just watch NFL once a year, it fills most of a day.

This is the time when the single largest flush of the US toilet system occurs. It’s the same time every year – the first 2 minutes of half time in the Superbowl. It occurs because millions of television viewers rush to the loo to drain the gallons of Budweiser, Miller, Sam Adams, Coors, etc they have been chugging down during the previous 3 hours of the first half.

It also happens to be the most expensive television advertising time slot on the planet, which means an awful lot of marketing money gets flushed down the sewer, as viewers relieve themselves rather than watch the ads.

To ensure people do cross their legs and watch in discomfort, the advertising break has become an event in itself, with leaks (excuse the pun) weeks before the ads are shown on the TV. Advertisers spend a fortune in PR to get people to watch their ads. You can read here the list of brands advertising this year.

Most interesting though, is the annual churn rate of advertisers from the previous year. Only about one third of advertisers return each year to advertise, as the majority of advertisers don’t believe they get value for money. Yet there are those who return every year, because it seems to work for them.

Interestingly too, is how this is always ignored by the advertising trade press, as they fall in love with the publicity and help fuel the promotion of the ads, rather than the performance of the ads. Though I’m sure we’ll hear about brands who establish Social Media Mission Control Rooms – or SMMCR for short.

These highly expensive executive teams spend their Sunday based in a SMMCR responding to Tweets, trying to create publicity around the fact they spend their Sunday in a SMMCR responding to Tweets. That’s a career highlight you’d want to share with your grandkids, hey? Though I suspect, as I’ve shared before, this will be the best use of much of their efforts:

I have written about the super flush in previous years. And I even put the theory to test with the Sydney Water Board during the Grand Final of the Rugby League, between Canberra and Penrith, in 1991. Sure enough, the single biggest sewerage flow of the year occurred in the first couple of minutes of half time.

Though I suppose one benefit of mobile devices is the ability to stream coverage onto them. So maybe the fans will be able to multi-task and watch the ads while they perform their ablutions? Though given the inebriated state of some of the fans, I dread what will happen to their phones…

I wonder if you can insure for it?

Share this:

Like this:

Share this:

Like this:

Share this:

Like this:

Share this:

Like this:

Share this:

Like this:

Share this:

Like this:

Share this:

Like this:

Share this:

Like this:

Share this:

Like this:

Share this:

Like this: