The next three points will show you why I think that marketing in today's age is broken and the majority of companies are doing it wrong or have no clue where they are spending their hard earned money (coins):
1. NO TASTE
Comes from not being honest.
As I watch the ads today… sometimes its just really really bad. What do I mean with that?It's just showing down the message from the company with no real value for the costumes. It only about the company (we are so good , the best prices, come to us). Rarely there is a marketing campaign that does good for the people. What I mean by that - does good for the people? where is the ROI and why should we do that? Its very simple thats the last thing that people care about today, everything else is bullshit. And the thing is you know that but still act like it isn't true. People nowadays can smell bullshit from a mile and ignore the ads or messages from those companies.
And then we have the o so political correct ads and banners. I think that tings escalated and people are way smarter that the companies think. Everyone gets a little joke. One of my favourite examples of that is from a stand up comic Bill Burr, in one of his acts he saw a sing from a bar that says “We like our beer like our violence - domestic” A great piece of marketing! But off corse someone got offended and sued the bar for sexism. A bar had an creative idea, put it into place and it was great, and then it has been removed because someone cant take a joke? I think people today are way to political correct and thats bed for the community and for all the minorities because we have to level the playing grounds for equality.
To all companies and agencies, be brave use great ideas and create good content and funny stuff. People can see if you are blushing and they are not liking it.
**2. CREATIVITY **
Comes from restrictions.
We do not know where our creativity comes from, and we have no idea how to trigger it when we want to. But we can stimulate it or destroy it. Today we are mostly destroying it because of fear. Mostly fear from the management, from new things or unseen techniques or platforms.
We can create creativity for marketing or any other profession. By clearly stating the limitations an restrictions and then giving the people free hands and a great environment. The solutions that come up are mostly the simplest but the most effective, mostly we take to little time to really think true the problem and keep solving it the same way instead we should be creative about our limitations and start thinking outside the box.
The most obvious - simplest solution is mostly the hardest to find. (To complicate is easy to simplify is hard).
3. NO MEANIG
Comes from not knowing your why.
If you haven't heard from Simon Sinek you should definitely take a shot on him and his why. He explains it in a great why how to find your why and why some companies succeed and some not.
So what happens today in the marketing world great ideas are put down because people cent get behind them because they don't get why they are doing this. For them is marketing just something that is on a weekly schedule and is there. And thats why they are fearful of big ideas in campaigns.
By big ideas I mean making a campaign that really shifts the peoples awareness and give value to the consumer not just showing the same message all the time. An great example was set by a bra company, they inserted small spheres into the bra so that when the user put them on they felt a strange sensation and checkout the bra out, only to find a list with the test to check their breast more often - for preventing breast cancer (most can be prevented but women arent checking there breast regally) the campaign was a great hit and sales went through the roof. But also not forget the brand was doing something very good for woman and the society as a whole. People sew it wasn't bullshit and resonated with it.
People buy product from brands they trust! They can see bullshit better than we think and the future is only for the companies/brands that embrace that.
Meaning is the now more important then price. And the trend is not slowing down.
Thanks for reading.
Have a nice day.
Davorin