Impero Anti Trend Report 2016
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Are you sick of meaningless advertising / social media / marketing trends that make no sense to you or your business? So are we. That's why we've created our Anti Trend Report, to cut through the BS and help you focus on what counts – using digital and social to actually grow your brand.
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Impero Anti Trend Report 2016
- 2. 2015WASABIGYEARFOR SOCIALANDDIGITAL But then again, they all are…
- 3. 72% of adults and 93% of 16-24s are on social. Facebook is still the king, with 97% of social media users checking the network daily and 20% checking it more than 10 times daily. WhatsApp and FB Messenger are constantly in the top 10 Free downloaded apps in the store worldwide. OFCOM - 2015 Communications Report
- 4. 2015 was a big year for creativity. We saw a massive increase in brands using video and short-form content, the continued rise of personalisation at scale, and the explosion of emoji in both campaigns and everyday brand communication. CAMPAIGN - Best of Social Campaigns 2015
- 5. LET’SCONCENTRATEON BIGPICTURE But first…. And as always…. ITWASAYEAROFMANYTRENDS
- 8. DON’TPANIC
- 9. If someone consumes a niche brand’s product or service, they’re very likely to be a heavy consumer of the category. This means they’re very likely to also consume the market leader’s product or service too. BYRON SHARP, How Brands Grow
- 10. LESSON:IFTHEY’REONPEACHOR SNAPCHAT,THEY’REMOST LIKELYONFACEBOOKASWELL. And Facebook has the scale and targeting capabilities that make it well worth your while.
- 14. The average reach for posts from Facebook pages in March in 2015 was 2.6% ADWEEK
- 15. LESSON:FACEBOOKISAPAID BROADCASTCHANNEL,BUTA VERYPOWERFULONE Most interestingly, the platform’s reach is growing beyond Facebook itself.
- 17. Was used 6.6 billion times on Twitter in 2015.
- 18. Working in conjunction with Twitter, Coca-Cola created a custom hashtag in September that automatically generates a branded emoji recognized the world over. The brand reported #ShareaCoke was used over 170,500 times globally in the first day. ITWORKEDFORSOME
- 19. “It was an attempt to reach a new younger audience that has completely tanked". - The Drum Magazine ANDNOTFOROTHERS
- 22. 20% of UK and 16% of US internet users block ads. IAB - Q2 2015 REPORT (Germany = 25%, Spain 20%, Poland = 35%) Adobe says, 200 million worldwide 2015
- 23. 63% of millennials block ads. Fractal and Moz - Q2 2015 34% according to GlobalWebIndex
- 24. UGLY,ANNOYING,DISRUPTIVE, BLOATED,SLOWADSTHATTRACK USALLOVERTHEINTERNET Why do they all hate us??
- 25. Fewer than 1 in 1,000 people click on the average banner ad DoubleClick, 2015
- 26. Over half the display ads paid for by marketers are unviewable Wall Street Journal, 2015
- 27. Only 44% of traffic is human! Incapsula, 2015
- 29. PEOPLEHATEADVERTS. BUTLOVECONTENT. But here’s the strange thing
- 34. Consumer centric brands prioritise the needs of their consumers ahead of their own. CONSUMER CENTRIC:
- 35. They add value. Reach consumers where and how they want to be reached. They give more than they take. The entertain, over advertise. CONSUMER CENTRIC:
- 36. Instead of asking: how can we make sure ‘consumers’ will like us, how can we make them buy us? How can we target them? We should turn this around. We should ask ourselves: what can we do for the people that are important to us? How can we give them something they will truly appreciate? Something that they will WANT to see and engage with, something that they do not want to block, but seek out and share with others. This will not only make sure that our messages will be heard, but in my opinion it is the only proper way to build loyalty. DON’T JUST TAKE MY WORD FOR IT. HUIB VAN BOCKEL, FORMER HEAD OF MARKETING FOR RED BULL AND AUTHOR OF THE SOCIAL BRAND
- 42. Brand communities are dead never really existed.
- 43. So if communities are dead, what does the internet offer us? Access.
- 44. Access to consumers. Millions of them. And all sliced and diced so we can; like never before target them with absolute precision.
- 47. FAMOUSBRANDSSELLMORESTUFF. Famous brands - those you have heard of or are familiar with get purchased more because they are safer and easier choices to make. Humans love choice, but hate decisions. Finding ‘the one you know’ on the shelf makes your decisions easier when they most matter.
- 48. HOWTOBUILDFAMEONLINE Re-target. Find your consumer over and over and over again, on multiple platforms in multiple ways.
- 49. GLORIOUSBRANDSSELLMORESTUFF. Glorious brands - are more appealing. They’re more likeable, more understandable, more desirable to you personally. They’re aspirational. They share your values. They have your same sense of self. They outwardly perpetuate the same ideas about what is nice, good, sexy, quality as you do. Glorious brands sell more stuff because there is no point being famous for the wrong reasons.
- 50. HOWTOBUILDGLORYONLINE Put the consumer first. Entertain, don’t advertise. Delight, engage, inform. Remember, digital is the new experiential, and it has scale.
- 51. SOCIALBUZZWORDS,THENANDNOW COMMUNITIES LOYALTY FANS CONTENTPILLARS CONSUMERS REACH ENGAGEMENT CONTENTCAMPAIGNS THEN NOW Social has changed, communities are dead, only a finite group of consumers will ever ‘follow’ a brand. And chances are, they already love you and buy you.
- 52. Digital is no longer niche, it is mass-market, it should now be used to grow brands. And brands grow through engaging new consumers, re-engaging existing ones that need it. Not through building communities.
- 53. HOWTOBUILDFAMEANDGLORYONLINE Deliver amazing, consistent content and experiences, often to the right people, over and over again in different context, to tell the stories we want to in an authentic way. Enough talk, here’s some practical help.
- 54. 1.AMAZINGCONTENT You know your competitors offline, in the aisle. But online we compete against everyone fighting for our consumers’ attention.
- 55. LET’SDEFINECONTENT: Content is anything we produce as a brand, that we want you to consume or engage with, that’s not our product.
- 56. MAKEITAMAZING,BYPUTTINGTHE CONSUMERFIRST. SWITCHFROM SWITCHTO I am dying to tell you our brand story. I want to tell you what we do here. I really want my consumer to… I am dying to entertain you. What does my consumer care about? My consumers really want to…
- 57. ATIMPEROWEBOILITDOWN TOONEQUESTION: Why would someone care about this?
- 58. 2.CONSISTANTCONTENT Refine, reiterate, and escalate – don’t reinvent. You’re not going to land your message, authentically by changing the topic all the time. Be famous for something.
- 59. Dove doesn’t re-invent the wheel, it doesn’t do ‘content pillars’ Brancott Estate, a 9 month content campaign that grew to have posts with over 1 million organic views and 40k shares.
- 60. Now the largest selling deodorant in the US, OldSpice largely only reiterated and escalated a winning idea.
- 61. 3.THERIGHTPEOPLE,OVERANDOVERAGAIN The internet gives us access and precision. Use it wisely, put our messages in front of the right people, over and over again. And do it in different places and context.
- 62. Your stories need to move people’s spirits and build their goodwill, so that when you finally do ask them to buy from you, they feel like you’ve given them so much it would be almost rude to refuse. Use every customer point of contact to weave stories about who you are and what your brand stands for. Gary Vaynerchuk, Jab Jab Jab Right Hook.
- 63. 4.BEAUTHENTIC None of this matters if it doesn’t relate to our brand values in an authentic way. Consumers are far too savvy and far too easily distracted for us too fake this.
- 64. ATL is great at telling consumers ‘what we believe’ DIGITAL is where we prove it.
- 65. TRENDS 1. The platforms are exploding, don’t panic. 2. People hate ads, but love content. 3. Think consumers, not communities. 4. We can’t fake this, we must be who we say we are.
- 67. Thank you!