Marketers Change Consumer Behaviour But Can’t Change Themselves! Andy Lark

Marketers Change Consumer Behaviour But Can’t Change Themselves! Andy Lark
SHARE
THIS



Even though marketing is designed to get people to change their behaviour, marketers themselves are incapable of change, with budget still on traditional channels and throwing money at marketing instead of making the mediocre product better. At least, that’s the view of Andy Lark, chief marketing officer at accounting software company Xero, speaking at the Daze of Disruption conference in Melbourne this morning.

Pulling an example of a patient and a doctor, where the patient is living an unhealthy lifestyle and needs to change otherwise they could face a potential life-threatening incident, the majority of patients don’t change. Lark likened this to marketers.

“We choose death over change!” he exclaimed.

We’re in the change business but largely incapable of change ourselves.

It’s the central challenge facing marketers, he continued. “If you look around us at the data that supports the need for change is simply overwhelming.”

The marketing spend is a gripe for Lark in this non-changing environment, as many budgets still throw a lot of dollars at the traditional channels.

When asking about data, he said the response is “oh yeah, totally”. And digital? “All over it.” And then he asks to see their budget.

“Inevitably, 80 per cent of the spend… is in old world deployment,” he said.

When it comes to TV, Lark declared most people just don’t watch the ads, bringing up some data from the number of mobile logins people had while watching an episode of My Kitchen Rules.

20151204_092040_resized

This leads to Lark believing “marketing is propelling us towards obsolescence”.

And products themselves are what needs to be focused on, not throwing moolah at marketing in the hope it will help a bad product. It’s an area Lark touched on at Daze of Disruption in Sydney earlier this year, questioning whether marketing was just a veil for a rubbish product.

“Marketing, largely becomes a crutch for product mediocrity,” he told the audience this morning in Melbourne. “Largely we’d rather spend on marketing, than fixing our core product.

“We as marketers are so focused on the wrong thing, we’re focused on media, creative and that sort of stuff, we’re forgetting the heart of what we do is products and services.

“The tax for product mediocrity is a high one if we choose to pay.”

Marketers have to become makers, believes Lark. “Brands will be largely built in the future by doing, and you have to shift the focus to where we marketers have to own the product.”

Great FMCG (fast moving consumer goods) brands get that, he said, technology brands get that, “but in most places, marketers have nothing to do with the product”.

Please login with linkedin to comment

Advertising Standards Bureau Joshua Spanier Mashable reno rumble Whale watching

Latest News

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping
  • Marketing

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping

After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]

Visit Sunshine Coast Hires New Head Of Marketing
  • Marketing

Visit Sunshine Coast Hires New Head Of Marketing

Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform
  • Campaigns

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform

GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]

JCDecaux Announces New Partnership With Bush Heritage Australia
  • Media

JCDecaux Announces New Partnership With Bush Heritage Australia

JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR
  • Media

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR

Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]

Business and technology concept.
  • Partner Content

Make Your CX Stand Out From The Competition

It's top tips to ensure your CX stands out from the competition. Then again, you could simply plagiarise their stuff.

Partner Content

by B&T Magazine

B&T Magazine
Why The Future of Work Is Hybrid
  • Opinion

Why The Future of Work Is Hybrid

This expert argues the future of work is hybrid. Which is sad news, as B&T'd preferred it was rhumba or the bossa nova.

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance
  • Advertising
  • Marketing

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance

In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]

UK Based BankiFi Expands To Australia
  • Marketing

UK Based BankiFi Expands To Australia

Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]

5 Gum Announces New Twitch Partnership
  • Media

5 Gum Announces New Twitch Partnership

Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]