The 3 Effectiveness Mistakes Made By Marketers in 2014

Portrait Of Confused Businessman With Computer In Office
SHARE
THIS



Marketers made three critical effectiveness mistakes in 2014, leading to 75% of marketing strategies and ad campaigns under-performing last year, says marketing performance measurement and management company The Fournaise Marketing Group.

The findings came from a study through its 2014 Global Marketing Effectiveness Program in which it measured the actual effectiveness of 2.5+ million B2C/B2B marketing strategies, campaigns and ads across all media channels (traditional, digital, direct, mobile) across 20+ countries worldwide during the year – to identify what worked, what did not, where, when and why, and advise Marketers on what they should do to deliver better results, performance and ROI.

Mistake #1: Weak and Unattractive Customer Value Propositions (CVPs) – 88%

In 88% of the cases Fournaise performance-tracked that marketers (and their agencies) built and developed their strategies, campaigns and ads around CVPs with little triggering effect on their target audience segments. Like in previous years they again wrongly prioritised the “how to say it” ahead of the “what to say”, which means that:

a) They kept on focusing on “style”, “look”, “feel”, “digital” and “social” and did not pay the proper scientific attention to first ensuring their strategies, campaigns and ads were directly answering the most relevant pains, needs, wants and expectations of their target audience, in the right order/hierarchy

b) They failed to build their strategies, campaigns and ads around sound, scientifically-structured, audience-triggering CVP Architectures.

Mistake #2: Under-Performing Creative Executions – 70%

In 70% of the cases Fournaise performance-tracked that the ads deployed (regardless of the media: traditional, digital, mobile) creatively failed to build a high enough level of audience engagement to generate solid incremental customer demand for the products/services advertised. With marketers’ and agencies’ ongoing over-reliance on “creativity” as the saviour, Fournaise particularly measured that ads under-performed in three critical KPIs in 2014 – message relevance, appeal and action/engagement – which is no surprise given the lack of scientifically-structured, audience-triggering CVP Architectures around which these ads were built.

Fournaise also noticed that in 2014 marketers and agencies:

a) Continued to focus on linking ad performance to soft “fluff” engagement KPIs such as Likes and Tweets – KPIs for which they struggled to prove any business ROI.

b) Continued to believe that having high ad awareness is enough to call an ad (or campaign) a success – even though hardly any (or no) incremental customer demand was proven to be generated by these ads and their high awareness.

Mistake #3: Incorrect and/or Incomplete Data – 67%

In 67% of the cases Fournaise performance-tracked that marketers were swamped with a mountain of big data and reports, but kept on asking for more from all types of research, analytics and automation providers. Ironically Fournaise tracked that:

a) Marketers and their agencies often used the wrong data collection/analysis methodologies for the wrong purposes, which in turn led them to take the wrong decisions and deploy under-performing campaigns. As an example, it came to Fournaise’s attention that numerous ads that marketers/agencies claimed tested “positively” using qualitative methods (with small, non-statistically representative audience samples) ultimately delivered poor effectiveness and ROI results when deployed.

b) Marketers and their agencies often developed the strategies, messages and/or creative ideas first and thereafter rummaged through their research to pick the data that they thought best justified what they had already come up with. This is called “retrofitting” and effectiveness results showed it’s the perfect recipe for under-performance.

“To deliver results, effectiveness and ROI, there is a formula: you first optimise what you say, to whom, why you say it (and in which order), and then you optimise how you say it (and where) – using the appropriate science and tools. We tracked over the years that there are two types of marketers: the ROI marketers (the top 20% of marketers out there) faithfully apply the formula and usually succeed at delivering true business performance and at climbing the management ladder; the balance 80% traditional marketers doesn’t (or incorrectly) apply it – for these under-performance is a chronic disease that will forever affect their ability to prove their business worth, regardless of the technology, agencies and partners they work with” said Jerome Fontaine, Global CEO & Marketing Performance Chief of Fournaise.

Please login with linkedin to comment

SLI Systems

Latest News

Hurry! The Women In Media People’s Choice Poll Is Closing Tomorrow!
  • Media

Hurry! The Women In Media People’s Choice Poll Is Closing Tomorrow!

The Women in Media Awards are almost a month away, and we’re getting pretty damn excited. Not only because the shortlist will be released later this week, but because the race for People’s Choice is heating up! Get your votes in right here. It’s a long, long list, so we’d recommend you get voting, stat. The […]

by B&T Magazine

B&T Magazine
SCA Appoints Will McMichael As Regional Media Sales Chief
  • Advertising
  • Media

SCA Appoints Will McMichael As Regional Media Sales Chief

Southern Cross Austereo (SCA) has announced the appointment of Will McMichael as its new head of regional media sales. Most recently working as group sales manager in SCA’s Sydney office, McMichael previously spent more than 11 years working in leadership roles across various regional and metro markets at home and abroad. Prior to joining SCA, […]

“Land Of The Free Press” Outdoor Campaign Greets Trump & Putin In Helsinki
  • Campaigns

“Land Of The Free Press” Outdoor Campaign Greets Trump & Putin In Helsinki

A Finnish newspaper publisher has used yesterday’s Trump-Putin summit in Helsinki to have a dig at both president’s dodgy dealings with the media. Finland’s biggest newspaper group, Helsingin Sanomat, used an out of home campaign touting the nation as the “land of free press”. The work of creative agency TBWA\Helsinki, the campaign was a playful dig at […]

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Freeview Appoints Cameron Crain As Head Of Marketing
  • Marketing
  • Media

Freeview Appoints Cameron Crain As Head Of Marketing

Digital free-to-air TV platform Freeview Australia has announced the appointment of Cameron Crain as its new head of marketing. Crain replaces Jennifer Lee, who left Freeview in May. He will play a key role in driving promotion of the platform and its suite of products and services. With more 10 years of marketing experience, Crain […]

Seedooh Partners With Posterscope To Develop Agency Platform
  • Advertising
  • Media
  • Technology

Seedooh Partners With Posterscope To Develop Agency Platform

Seedooh has agreed to provide its independent, out-of-home (OOH) campaign delivery reporting and verification technology platform to OOH media buying agency Posterscope. The new agreement means Posterscope and its clients will have the opportunity to assess the value of complete, connected OOH delivery data, while participating in feedback that will be incorporated into the final […]

Family Feud Host In Shock Over Bizarre Penis Amputation Answer
  • Media

Family Feud Host In Shock Over Bizarre Penis Amputation Answer

US Family Feud has taken an altogether un-family turn after a contestant answered with the rather contentious “cut his penis off”. The show’s Steve Harvey was left gobsmacked during a “celebrity” version of the show yesterday that featured actor Sherri Shepherd pitted against former Beverly Hills 90210 star, Ian Ziering. Harvey asked the question: “Name something a lady cop might […]

by B&T Magazine

B&T Magazine
Foxtel’s Dillon Hicks Joins The Pulse As Head Of Production
  • Media
  • Technology

Foxtel’s Dillon Hicks Joins The Pulse As Head Of Production

Sydney-based agency The Pulse has announced the appointment of Dillon Hicks to the newly created role of head of production. Formerly head of production at Foxtel, Hicks was a founding member of the senior leadership group at the Australian pay TV giant’s full-service creative production hub, Felix. In his new role, Hicks will lead The […]

New Mum Serena Williams Stars In ‘Like A Mother’ Campaign For Gatorade
  • Advertising
  • Campaigns

New Mum Serena Williams Stars In ‘Like A Mother’ Campaign For Gatorade

Sports drink maker Gatorade has jumped on one of sports’ hottest topics at the moment – tennis superstar Serena Williams’ return to the court after the birth of her first child. Williams lost to Germany’s Angelique Kerber in the Wimbledon final over the weekend, so Gatorade’s timing couldn’t be more perfect.  Post-match, Williams even used the loss to highlight the struggles […]

by B&T Magazine

B&T Magazine
HooZu Appoints Rebecca Evans As Client Services Director
  • Marketing

HooZu Appoints Rebecca Evans As Client Services Director

Influencer marketing agency HooZu has announced the appointment of Rebecca Evans to the position of client services director. Evans brings diverse professional experience to the HooZu team, having worked across some of the world’s most disruptive sharing economy businesses, including Deliveroo and Uber. Formerly a business account manager at Deliveroo, Evans played a crucial role […]

Bauer Media Brands Unite Against Tampon Tax with ‘No Gender Selective Tax’ Campaign
  • Advertising
  • Campaigns
  • Media

Bauer Media Brands Unite Against Tampon Tax with ‘No Gender Selective Tax’ Campaign

Publishing player Bauer Media has announced the launch of its ‘No Gender Selective Tax campaign – a push to end what is essentially a tax on being a woman. The No Gender Selective Tax campaign is a major cross-brand initiative to remove the Goods and Services Tax (GST) from the price of tampons, pads and […]

Fairfax Announces New Partnership With Taronga Zoo, Launches ‘Wrong Skin’ Podcast
  • Media

Fairfax Announces New Partnership With Taronga Zoo, Launches ‘Wrong Skin’ Podcast

Publishing giant Fairfax Media has announced a new and exclusive partnership with Taronga Zoo, along with a new podcast series. Fairfax will bolster support for both Taronga Zoo and Western Plains Zoo via its The Sydney Morning Herald and The Sun Herald, as well as through its suburban and regional networks. The new partnership builds […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ
  • Media

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ

Havas Sports & Entertainment ANZ, a division of the broader global full-service agency Havas, has confirmed an exclusive deal with Foxtel to showcase the World Boxing Association (WBA) Welterweight Championship across the trans-Tasman. Billed as the ‘Fight of Champions’, Manny Pacquiao and Lucas Matthysse will square off for the WBA Welterweight belt this Sunday. Havas […]

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?
  • Media
  • Opinion

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?

In this guest post, PHD’s Chloe Hooper (pictured below) analyses the campaign that claimed top honours in the Media category at Cannes this year. I sat in the auditorium as the Cannes Media Lion winners for 2018 were awarded. One thing became instantly clear to me: it is all about taking home Gold or the Grand Prix. […]

Opinion

by B&T Magazine

B&T Magazine
MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope
  • Advertising
  • Campaigns

MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope

An integrated campaign by Vizeum Melbourne for MINI Australia’s new ‘Connected’ vehicles will see digital out-of-home (DOOH) served via Posterscope’s Liveposter platform. Delivered centrally, the campaign will showcase the flexible qualities DOOH provides via multiple creatives targeted with specific data overlays such as location, traffic, time of day, and weather triggers such as rain. The […]

Women In Media Profile: Lisa Sheehan
  • Media

Women In Media Profile: Lisa Sheehan

The delightful Lisa Sheehan straps into B&T's "cage of truth" we actually prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day
  • Advertising
  • Campaigns
  • Marketing
  • Media

News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day

News Corp Australia, Storyful and Fox Sports have joined forces in support of 2018 AIME Hoodie Day with a creative advertising, PR, social media and editorial campaign across print, digital, and broadcast media. Fox League presenter Hannah Hollis (pictured above) fronts the AIME Hoodie Day campaign, conceptualised, designed and created by News Corp’s trade marketing […]

Storyation Finalist For Global Content Marketing Agency Of The Year
  • Marketing

Storyation Finalist For Global Content Marketing Agency Of The Year

Sydney content marketing agency Storyation has been named a finalist for global Content Marketing Agency of the Year in the Content Marketing Association Awards in the US.  The only Australian agency on the short-list, Storyation was founded by two former Fairfax Media executives Lauren Quaintance (right in photo) and Mimi Cullen (left) and its clients include Tourism […]

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular
  • Marketing

Jaden Social Claims Integrated Marketing Tender For NSW Schools Spectacular

Jaden Social has been awarded the tender to handle integrated marketing for the NSW Schools Spectacular. The agreement will see Jaden Social manage marketing, media, digital and social across the 2018 to 2020 productions of Schools Spectacular, held at Qudos Bank Arena in November. Jaden Social underwent a competitive pitch to secure the account, in […]

APD Australia Appoints New Head Of Digital Product & Strategy
  • Marketing
  • Technology

APD Australia Appoints New Head Of Digital Product & Strategy

Digital transformation business APD has announced the appointment of Chris Butterworth as its Australian head of digital product and strategy. Based in Melbourne, Butterworth (pictured above) will be responsible for building on APD’s owned media team, growing its range of services and developing cross-channel products. Butterworth joins APD from Reprise Digital, where he was most […]

Apparent Appoints Joint Creative Directors From Within
  • Marketing

Apparent Appoints Joint Creative Directors From Within

Customer engagement agency Apparent has promoted Michelle Turchini and Simon Bloomfield to the newly created roles of joint creative directors, following strong business growth. Over the past 12 months, the independent Sydney agency has increased its staff to more than 60 people and moved into larger offices off the back of new and organic business […]

Targus Reinvigorates Brand Across The Trans-Tasman With First-Ever OOH Campaign
  • Advertising
  • Campaigns
  • Marketing

Targus Reinvigorates Brand Across The Trans-Tasman With First-Ever OOH Campaign

Targus Australia New Zealand has today unveiled its first-ever out-of-home media campaign to show off the brand’s fresh look and reinvigorated proposition. Showcasing how Targus connects people and technology, the campaign has been developed by the local arm of international independent brand design agency SomeOne, alongside a media strategy developed in collaboration with Sydney-based agency […]

Bedshed Reveals What Aussies Get Up To In Their Bedrooms In Fresh Campaign By Rare Perth
  • Advertising
  • Campaigns

Bedshed Reveals What Aussies Get Up To In Their Bedrooms In Fresh Campaign By Rare Perth

Last year, Bedshed commissioned a nationwide survey asking people right across the country what they get up to in the privacy of their bedrooms. It then gathered all the personal revelations together into a report, and now they’re sharing those details with everyone in Australia. The Bedroom Report reveals everything from our favourite sleeping positions […]

MediaMath Secures $US225 Million In New Funding
  • Advertising
  • Technology

MediaMath Secures $US225 Million In New Funding

Programmatic advertising player MediaMath has announced an integrated set of initiatives designed to advance the next generation architecture for digital marketing. The company is unveiling a range of investments in technology, people and relationships, as well as US$225 million in new financing, to accelerate its mission to connect marketers with consumers in a manner that […]

Christie Spaces Chooses The Wired Agency To Lead Digital Marketing
  • Marketing

Christie Spaces Chooses The Wired Agency To Lead Digital Marketing

Co-working space company Christie Spaces has announced the appointment of The Wired Agency as its new digital marketing agency in Australia. Tasked with maximising campaign performance through their trademarked hyper-segmentation and hyper-optimisation techniques, The Wired Agency will be leading search advertising, display advertising, and SEO for Christie Spaces. The company exists to provide a space […]

Realestate.com.au & Mazda Unveil Property Construction Video Series
  • Marketing
  • Media

Realestate.com.au & Mazda Unveil Property Construction Video Series

Property website realestate.com.au has launched a video series showcasing the trials and tribulations of an epic demolition and transformation by interior stylist and well-known Instagrammer Catherine Hegarty. The Heraghty family bulldozed their quaint weatherboard in Sydney to make way for a duplex, which will be the focus of the 2 in Twelve series, which you […]

Jimmy Brings & Spotify Curate Limited Edition Wine & Music Pairings Via Eleven
  • Campaigns
  • Marketing

Jimmy Brings & Spotify Curate Limited Edition Wine & Music Pairings Via Eleven

Eleven has worked with alcohol delivery service Jimmy Brings and Spotify to launch three limited edition wines that marry perfectly with music. The Songmelier Edition range features an Australian sparkling, sauvignon blanc and reserve shiraz, each paired with a Spotify playlist accessible via a code on the label. Wine lovers can simply scan the code […]