Brands Are Damaging Themselves With Uninspired Content: Edge Founder

Brands Are Damaging Themselves With Uninspired Content: Edge Founder
SHARE
THIS



Why do all that hard work behind the scenes, only to deliver boring work at exactly the right time to exactly the right person? This is the issue raised in this guest post by Founder and Commercial Director at Edge, Fergus Stoddart.

‘Everything has changed, but nothing has changed’.

‘Same, same but different’.

‘The more things change, the more they stay the same’.

No doubt you’ve heard these sayings many times before – indeed, you may have even used them yourself? I certainly have – and quite a lot lately. And here’s why…

I‘ve become increasingly concerned over recent years about the obsession with the ‘data, rigour and measurement’ elements of the Marketing and Communications process (they are all absolutely necessary and totally valid by the way) at the expense of the quality of the communication that is being pushed out into the marketplace.

For the life of me, I can’t understand why anyone would go to the trouble of planning each and every element of the messaging journey (in finite detail), making sure it accurately aligns with the target’s ‘journey’ (in equally finite detail), determine and implement all the measurement metrics – and then push out dull, uninspired, forgettable content. It’s crazy. It’s pointless. It’s ineffective. It simply makes no sense.

Why would you do all that hard work behind the scenes – only to deliver boring work at exactly the right time to exactly the right person? I don’t know the answer – but I do know that lots of brands are doing it. Beyond being wasteful, it’s ultimately damaging – to the brand and to the Marketing team’s reputation within their organisation.

Let’s face it, engaging communication in whatever form it has appeared through the ages has always and will always have a far better chance of effecting behavioural change (or if desired, re-affirming existing behaviour) than communication that begs to be ignored.

Engaging content demands attention, gets talked about, gets shared – and more often than not, will sell more widgets either directly or indirectly. And isn’t that the very reason we’re creating content (in all its forms) in the first place – to bring people closer to a brand and pre-dispose them to purchase.

I attended a number of presentations at the ADMA conference a couple of weeks ago and was astonished to hear the majority of senior marketers highlighting the importance of engaging content as though it was a ‘breakthrough finding’ from all the work they’ve been doing lately.

I was of course very happy to hear them promoting the need for engaging content, but equally saddened to hear that it was a ground-breaking revelation to them. Sorry, but there’s nothing revolutionary about it.

Get people to connect with what you’re saying and they’ll follow you right to the cash register. Connect with them for long enough and they’ll drag their friends with them.

From the days of the first newspaper ad, the first print and radio ads, the first outdoor poster and bus sides, the first TV commercial – and the first ‘every-other- platform’ since day dot, engagement has been the trick.

The proliferation of new platforms brought on by recent technological and digital advancements has changed much of the game forever – but at the end of the day, all the science, all the content planning, all the strategy, all the amplification methodologies are pointless unless the content you are providing is engaging.

And therein lies my challenge to all CMO’s reading this article: please demand from your marketing teams equal amounts of effort, care and passion for the science as well as the (commercial) art.

 

Please login with linkedin to comment

Latest News

Women In Media Profile: Jill Johnston
  • Media

Women In Media Profile: Jill Johnston

We've got an absolute cracking Women in Media profile today. Not to say it's approved by the Chiropractors' Association.

by B&T Magazine

B&T Magazine
Malcolm Turnbull Lodges New Complaint Over ABC’s Emma Alberici
  • Media

Malcolm Turnbull Lodges New Complaint Over ABC’s Emma Alberici

The ABC’s chief economics correspondent Emma Alberici’s reporting has again caught the ire of the Turnbull government for alleged inaccuracies. Malcolm Turnbull has raised 11 grievances in a letter sent to the ABC on May 7 in relation to a recent Alberici television story about the federal government’s research and innovation spending. It follows another complaint in early April about Alberici’s […]

by B&T Magazine

B&T Magazine
Cricket Australia Finds New Major Sponsor
  • Marketing

Cricket Australia Finds New Major Sponsor

B&T was going to insert a homage to Sherbert's classic "Howzat" here before realising it was naff and showed our age.

by B&T Magazine

B&T Magazine
PHD Wins HSBC Global Media Account
  • Media

PHD Wins HSBC Global Media Account

ICYMI, PHD has FTW the HSBC business IRL. It's not so much a LOL or NSFW, but a TL;DR. Ahh, forget the whole thing.

InMoment Accelerates APAC Expansion With Key Acquisition
  • Media

InMoment Accelerates APAC Expansion With Key Acquisition

Customer experience (CX) intelligence platform, InMoment, has expanded into Australia and New Zealand with the acquisition of customer experience agency, brandXP and appointment of Claire Fastier as its APAC business head.

Marketers Need To Focus On Voice Search Right Now
  • Opinion

Marketers Need To Focus On Voice Search Right Now

In this opinion piece, Performics Australia performance content account director Steve Robinson (pictured below) dives into the hazy relationship between marketers and voice-activated technology. From settling family disputes, (“Hey Google, are fossil fuels really made from dinosaur bones?”) to running a household, (“OK Google, add toothpaste to my shopping list”), voice-activated systems are becoming more […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance
  • Advertising
  • Media

SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance

Video advertising and monetisation platform SpotX has announced the launch of an online resource library for the European Union’s General Data Protection Regulation (GDPR). The library can be found on the company’s website and is part of a wider educational initiative by SpotX – which is headquartered in the US and has an office in […]

Daylight Agency Opens Government Division, Hires Legal & Political Expert
  • Marketing

Daylight Agency Opens Government Division, Hires Legal & Political Expert

Integrated communications firm Daylight Agency has cemented its presence in the government and political arena with the appointment of industry veteran David Begg. A practising solicitor for over 28 years, Begg (pictured above) will head up the agency’s new government division. He has extensive experience working with large commercial clients on high-profile regulatory and legal […]

Frost Design Unveils New Look For John Holland
  • Marketing

Frost Design Unveils New Look For John Holland

Frost Design has shown off its comprehensive rebrand of iconic Australian infrastructure and property business John Holland, based around the brand idea of ‘Transforming Lives’. John Holland CEO Joe Barr said Frost was the only branding business who understood that the impact of the rebrand was just as important internally as it would be externally, […]

First Lady Michelle Obama and President Barack Obama Dance Together at the Presidents Ball
  • Media

Netflix Secures Producer Deal With The Obamas

It seems former US president Barack Obama and former First Lady Michelle Obama aren’t quite done with the international spotlight just yet. The Obamas have officially signed a multiyear deal with Netflix, which will see the power couple producing films and series with the streaming giant. According to Netflix, “The Obamas will produce a diverse […]

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

One need only view our editor's hot pink leg warmers today to realise he's neither fad nor trend.

Opinion

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

And why is B&T running a photo of an engaged couple for this content engagement article? It was either that or a carrot.

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]

Diversity Case Study Series: OMD
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: OMD

One need only look at the Cadbury Favourites chocolate selection to know it has nought to do with industry diversity.

by B&T Magazine

B&T Magazine
Eyeota Deep Dives Into Australian Automotive Purchase Behaviour
  • Media

Eyeota Deep Dives Into Australian Automotive Purchase Behaviour

Eyeota, the global leader in audience data, has today released its latest results on automotive purchase intentions in Australia. The results provide a deep dive into what motivates the buyer and segments those into six different personas.

APN Outdoor Joins The AANA
  • Marketing
  • Media

APN Outdoor Joins The AANA

AANA's annual Christmas dinner and dance got a teensy bit more crowded following this announcement this morning.