There has been some very interesting banter taking place behind the scenes of #amc13 between the various speakers recently, with a particularly amusing request that everyone try and desist from using marketing buzzwords in their presentations. A recent list of the ’30 most overused buzzwords in digital marketing’ from Mashable (below) was shared and I’m going to have to confess right now that if anyone is bringing a buzzword bingo card with them I’ll be providing at least five of these overused terms and doing so continuously throughout my slot.
Speaking on the subject of marketing effectiveness it would be difficult to do so without mentioning KPIs, ROI, virality, CPLs (cost per like) and engagement and in a funny way it would be good to ‘poke the hornets’ nest’ of heated debate around these topics. The reason why they appear on buzzword bingo lists is not necessarily because they are used frequently but because they are used in the wrong context, ill-defined or just misused altogether. As part of my session I would like to wade far into the buzzword mire, especially those related to measurement and aim to try and bring some clarity through discussion of measurement planning approaches, measurement frameworks and case studies.
The topic of ‘effectiveness’ in advertising / marketing has always been a hot subject and none more so than now. In difficult economic climates, with consumer spending severely constrained, the requirement to know (as far as possible) what is influencing consumers to eventually part with their cash is more pressing than ever. Recent articles in strategic management journals examine the link between ‘creativity’ in marketing/advertising communications and ‘effectiveness’. There are some extremely interesting observations and outputs i.e. discussing the issues of those campaigns that focus on the wrong ‘dimensions’ through to the importance of flexing measurement models to reflect cultural preferences and consumer triggers when dealing with regional / global campaigns. All of this provides for a broad, wide-ranging and widely contested subject area which I look forward to discussing on 25th.