I have just read a rather extraordinary whitepaper. According to customer experience “experts” SDL.com, advertising campaigns are extinct. This is because “Digital channels, social media and mobile communications have fundamentally changed the way consumers interact with brands”.
This is a well worn argument and one that many digital evangelists have promoted since the early 1990s. But it is not a valid argument.
SDL start by saying that “customers orchestrate their own experiences, no longer following pre-determined, linear routes from exposure to conversion to advocate”. This statement is absurd. Obviously people need to be exposed to a product before they purchase it (even if that exposure is merely seeing it on a shop’s shelf), and certainly before they become an advocate. A “linear route” is an inevitable component of any behaviour that results in a sale.
Apparently though, the sales funnel is extinct and “marketing success depends on customers seeing, engaging with – and sharing – your content within their trusted social networks”. I don’t deny that content marketing is effective. It’s not exactly new after all (it was being used 150 years ago). But it’s not the only route to success; indeed it’s probably not even the most effective route to success in most cases. Direct response marketing still works, as does buying shelf space in a shop, and (dare I whisper it) mass market advertising.
But, as SDL say, “No one is waiting to be wooed by elaborate campaigns”. Were they ever? Well, yes, I suppose they were once but we haven’t had a supply economy since the 1960s. Perhaps SDL haven’t noticed.
Even old fashioned digital channels such as search marketing and email are dismissed by SDL. Instead, millennials, we are told, “typically discover new and interesting things online” via social networks. I am sure they do. So do I. After all using search or reading your email inbox wouldn’t be a very efficient way of doing this. But just because social media is a popular way of discovering new things, that doesn’t mean email and other outbound marketing techniques don’t work as marketing channels for existing products.
Oh, and we shouldn’t assume that because social media is a great way of discovering new things online, that it is impossible to tell people about new things off line, for instance via TV ads – after all we all watch TV (even millennials) and the vast majority of TV is watched live so you can’t skip the ads.
What does this mean for marketing? According to SDL, you should “Begin by focusing on the personalized experiences your customers want – not campaigns. Make it a priority to build customer experiences that are ongoing, consistent, meaningful and mutually-rewarding”. Well, yes of course a good experience is what customers want – although I think it would be hard for most brands to build “personalised” experiences: how would you do that for the 900 million people who ate Heinz Baked Beans in the last year for example? (Proud to be one of that number.) “Campaigns”, not personalised experiences, are the only way for almost all brands to reach the maximum number of prospective customers.
But it’s all about trust, I hear SDL say. After all “49% of consumers don’t trust digital ads; 38% don’t trust emails; and 36% don’t trust information in branded apps.” I am sure that’s true (in fact I am surprised the figures are so low), and I am sure that similar figures would be found for TV ads and posters. That’s not really the point. A lack of trust in a brand’s advertising doesn’t mean it will be dismissed from a consumer’s consideration set.
In fact SDL seems to be saying that millennials are different from the rest of us and have discovered that advertising doesn’t always tell the whole truth. So anyone in their 30s upwards believes everything they see on the TV then? Hmmm…
Oh dear, there is so much to take issue with in this shrill and deceptive whitepaper. It repeats so many of the things I have heard at digital marketing conferences over the last 20 years. When, when, when will people in content marketing, social media and digital generally have the confidence to accept that, while digital channels are important, they sit alongside existing techniques, and don’t replace them?
Sorry, I just had to get that off my chest.