Past belief held that half the money spent on advertising
was wasted and half worked, the trouble was which
half did what? Marketing thought leaders today estimate
that $112 billion in advertising spending is wasted
in the U.S. alone as companies reach out to consumers
often times floundering in their attempts.
Adam
Coleman, Executive Vice President of Marketing
Evolution, a leading marketing effectiveness
research and consulting firm, will talk about
the research his company co-chaired to uncover
new insights from the largest-ever global marketing
research project among over 30 Fortune 200 companies
and what they found to be true. Learn how to successfully
spend the same amount of advertising dollars and
get better results.
Book: What
Sticks: Why Most Advertisign Fails and How to
Guarantee Yours Succeeds
Recorded Live
November 3, 2006
Measuring YourOnline Marketing
Efforts to Determine Success
With the advent of the Internet the marketing
landscape continues to change. Advertisers are
repeatedly looking for ways to effectively spend
their advertising dollars and measuring ROI (and
ROAS) has become increasingly important. But what
do you measure and how does that determine if
you’ve been successful or not?
Online Paid Advertising: Creating
Successful Ads
Being successful in the organic search engine
results pages (SERPs) is one thing and running
a successful paid campaign is another. In this
segment, Adam shares what they found to be the
top mistake people make when building online creative
as well as 5 rules for creating effective ads.
Creating a Successful Online
Buying Strategy
With the search engines themselves determining
the rules and setting boundaries, creating a successful
online paid advertising strategy can be challenging
as well as overwhelming at times. Adam will share
some tactics that will help you optimize your
efforts.
Researching Campaigns to Determine
Success
Extensive research over 5 years evaluating over
30 major marketers and over $1 billion in advertising
spend, was quite an undertaking but they did it.
Marketing Evolution's CEO, Rex Briggs and his
co-author, Greg Stuart found that the key to solving
the problem of measuring and managing marketing
spend is experimentation. Their new book, What
Sticks, shows you show to use tools to measure
your results and determine success from actual
data rather than guesswork.
How to Succeed at Advertising & Marketing
Online Summary
In today’s eMarketing Talk Show Adam Coleman
of Marketing Evolution, a leading marketing effectiveness
research and consulting firm chats with hosts
Brooke Schumacher and Cindy Turrietta about how
to succeed at online marketing and advertising.
The Executive Vice President at Marketing Evolution,
Adam Coleman is a seasoned advertising professional
with over 15 years of experience in the branding
and advertising research field. Having previously
worked for companies such as Millward Brown, Scottish
Courage and most recently Microsoft, Coleman has
also had the opportunity to work on a wide variety
of different brands such as Gillette, Unilever,
IBM, Nestle, Duracell and De Beers.
Starting off the show by defining what makes
a successful campaign, Adam Coleman says that
the first thing for a successful campaign is having
a good concrete underpinning of what you’re
trying to do strategically, while at the same
time keeping in mind the 4 m’s that is motivation,
message, media and maximization.
For Adam, “Motivation is about getting
the right strategy. If you don’t have the
right strategy then it doesn’t matter what
you’re trying to say, it does not resonate
with the consumer or customer.” The message
is about how you talk about that strategy and
what is the best tone for it, while media refers
to the media choice that is best to reach your
customers.
The last m is maximization and refers to how
you can maximize the impact of your campaign within
the budget that you have. “This is basically
the framework of how we think about making a campaign
successful, but it’s not the only thing”
Adam says. There is a second area which we call
the Communication Optimization Process or COP.
Here we talk upfront with the marketers, the agency
and the key stakeholders about what success looks
like to them. For some it can be sales, but for
others it can be about measuring basic things
such as awareness. What this all comes down to
is focus, according to Adam, “and having
a very clear focus about what success is for that
particular campaign.”
When asked if marketing getting easier or harder?
Adam thinks “it’s probably fairly
neutral”. There are definitely more things
to measure nowadays, so in some respects it’s
getting easier, while in others it is getting
harder. “Now clients are expecting more
precise numbers,” Adam says and they really
want to know, how has this worked alongside all
the other activities that they have been trying
to do, and what has given them the most cost per
impact for their target audience.
Discussing the five platinum rules for creating
online creative ads, Adam prefers to call them
guidelines and says that these five things are
what you need to do, to be as successful as you
can with the campaign you’ve got, if online
is part of your media mix.
- First, really know the purpose of your campaign
and the psychological mechanism of your ad.
- The second is about applying your brand mark
consistently and persistently.
- The third is using a simple iconic message.
- The fourth is considering the format.
- And the fifth is about optimizing creative.
These guidelines apply to everything from TV and
radio to Pay per Click ads and SEO.
The biggest mistake that people make when building
online creative is not considering the format
and not optimizing the creative, according to
Adam. “People don’t think of online
in of itself,” rather they wait till the
last minute to get the job done. However, those
who do consider it “get the best bang for
their buck out of online.”
When creating a successful online buying strategy,
Adam says that while there are a number of things
you can do, one of the things to be careful about
is diminishing returns and making sure you’re
not overspending in an area. “Online is
not an emerging media anymore, but rather what
is emerging is how you use it.” By using
a 70-20-10 marketing approach to online advertising,
you can develop a very successful ad campaign.
For Adam, one of the best ads he has worked on
was a Unilever ad for Lynx deodorant spray.
In the final segment of the show Adam discusses
the book “What Sticks: Why Most Advertising
Fails and How to Guarantee Yours Succeeds”
by Rex Briggs, Marketing Evolution's CEO and Greg
Stuart. “This book is a great read for anybody
these days who wants to think about the changing
marketing environment and the fragmentation of
media and how to deal with that.” Adam says
this book is about the communication optimization
process and doing research the right way. “It
is a positive marketing book with great examples,”
and shows that marketing needs to change and accept
a more learning environment.
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