Joseph Jaffe: Real-time marketing is bullshit

Joseph Jaffe: Real-time marketing is bullshit
SHARE
THIS



Real-time marketing is bullshit, according to Joseph Jaffe, CEO and co-founder of Evol8tion at the launch of Australia’s Mobile Futures last night.

Instead of brands insisting they are doing real-time marketing, he suggests brands should just try to move faster.

“Just move quicker,” Jaffe said. “For brands, just move from 12 months to 11 months. And if you get to real-time, God bless, operating in milliseconds, but just move quicker.”

Referencing the famous ‘Oreo Tweet’ during a power failure at the Superbowl in the US, Jaffe outlines how brands went crazy for that kind of real-time marketing.

“Every brand wanted to figure out their ‘Oreo Tweet’. I said ‘guys trust me, there will never be another power failure at a Superbowl again’.”

Launching Mobile Futures Australia, Mondelēz International will pair five brands, Cadbury Dairy Milk, Marvellous Creations, Cadbury Favourites, Philadelphia cream cheese and belVita breakfast biscuits, with five start-up companies to accelerate and scale existing mobile innovations in 90 days.

“Around half of Australian consumers’ online activity occurs via mobile or tablet devices, but there’s a big gap between that mobile usage and where companies are investing their ad budgets,” Bonin Bough, vice president of global media and consumer engagement at Mondelēz International, said.

“Digitally savvy markets like Australia will play a lead role in our plan to invest 10% of our global marketing budget in clever and engaging mobile activations that span the entire consumer journey.

“Our goal is to become one of the top mobile marketers in the world, and Mobile Futures is one very exciting program that will help us get there.”

Outlining the event and reasoning behind it last night in a panel discussion that included Bonin, Jaffe as well as Phil Morle, Pollenizer CEO and Bosco Tan, co-founder and COO of Australian start-up, Pocketbook, the four discussed what brands can learn from start-up companies and vice versa.

Jaffe believes pain points can be a key place for ideas.

Noting the success of Uber, he outlines how these guys were just two human beings with a pain point.

“I say this when I’m talking to start-ups and when I’m talking to brands, we all have pain points. Just open your eyes and open your ears. Every day we have frustrations from customer services. Why are we not thinking about the power of what we can create?

“Start-ups have the ideas but no money. Brands have got the money but no ideas.”

Tan also outlined how due to lack of money, start-ups often have to resort to desperate measures to get their brand or product out there.

Knocking on the door of your neighbour’s to get them to test out your product or selling a couch on Gumtree with your brand stuck all over it are just some of the measures Tan mentioned.

Morle believes this desperation can work in a start-up’s favour.

“You can be as talented, skilled, connected and networked as you like, but unless you’re desperate and obsessed you’re not going to get it over the line,” he said.

The Mobile Futures network comprises of a number of organisations in the tech start-up arena, such as Evol8tion, Pollenizer, LBMA, Hub Australia, MMA and BlueChilli.

“The world is changing fast and start-ups have learned how to make businesses that can keep up,” Morle said.

“The disruptive nature of these businesses enables brands to adapt faster, meeting the needs of their consumers while giving start-ups access to a large consumer bases which is normally unreachable.”

Image via Memeburn.

Please login with linkedin to comment

Latest News

HP & Spikes Asia Announce Finalists Of ‘Young Spikes Design Competition’
  • Media

HP & Spikes Asia Announce Finalists Of ‘Young Spikes Design Competition’

Ten teams of young creatives will vie for the prestigious Young Spikes Design Competition Award at Spikes Asia 2018, a three-day festival of creativity held between 26-28 September 2018. The competition garnered 123 submissions – the most of any Young Spikes competition – from executives aged 30 and under across the Asia Pacific and Japan. […]

Director Appointment Strengthens Corporate Affairs Specialist Wilkinson Butler
  • Media

Director Appointment Strengthens Corporate Affairs Specialist Wilkinson Butler

Corporate affairs agency Wilkinson Butler is delighted to welcome Nick Albrow to join its board as a director. Albrow joins chairman Peter Wilkinson and managing director Andrew Butler as the business builds on its reputation as one of the leading crisis and issues firms in Australia. Joining in September 2017 as an account director, Albrow has […]

Mastercard Marketing Chief Sarah Pike Exits
  • Marketing

Mastercard Marketing Chief Sarah Pike Exits

Mastercard marketing boss Sarah Pike has exited. Sadly, not via a half-pike somersault with twist, but the actual exit.

by B&T Magazine

B&T Magazine
Adobe Appoints New ANZ Marketing Director
  • Marketing
  • Technology

Adobe Appoints New ANZ Marketing Director

Adobe announces new ANZ marketing 'big cheese' who's set to go by the title of marketing director and not Queen Gouda.

by B&T Magazine

B&T Magazine
Publicis Media Agencies Named ‘Leaders’ By Independent Research Firm
  • Media

Publicis Media Agencies Named ‘Leaders’ By Independent Research Firm

Publicis Media agencies Zenith and Starcom were named a ‘Leader’ and a ‘Strong Performer’, respectively, in The Forrester Wave: Global Media Agencies, Q3 2018. Both agencies were among the select companies that Forrester invited to participate in this evaluation of the media agency landscape. Zenith received the second-highest score in the ‘Strategy’ and ‘Current Offering’ […]

Apostrophe Copywriters Is Landing In Amsterdam
  • Marketing

Apostrophe Copywriters Is Landing In Amsterdam

Apostrophe, Melbourne’s first copywriting collective, is launching a pop-up office in Amsterdam this September with Lauren Brumley, Apostrophe’s Head Strategist, at the helm. Since its inception in 2012, Apostrophe has continued its steady growth trajectory, expanding globally to accommodate clients in cities as diverse as Helsinki, NYC, Los Angeles, Kuwait and the Netherlands. In 2014 […]