Tune in to Mark Ritson digital marketing sceptic, on why the platform ‘bells’ and analytical ‘whistles’ are leading marketers astray. People aren’t paying all that much attention to it.
MJ: I was going to say, because we could keep going down the path of pros and cons for each one…. But you put them in a simulation where they have to start generating money, and almost every time you find they don’t spend 50-60% on long-term brand-building—they shunt more and more of it into the short-term returns, because that’s how businesses are.
Gillette, [with] its wonderful campaign to attack toxic masculinity, was still charging women more money for the same razor blade than they were men. One of the problems that Google and Facebook have got going forward with their video strategies are, you don’t want to have an animated, engaged, active, can scroll through, move up, move down viewer. You give me a…, MJ: We don’t have an explicit rating, so I guess if you go too far, you might change us. They’re too clever, too diffuse and although agencies hate to hear this, they’re too creative and not linked to the brand itself. Peter Drucker, as usual, was the one who got it right, when he said that the long-term isn’t five one-year windows stitched together.
is yes. That’s progress in market right.
There’s an argument that says that for a variety of reasons the PWCs of the world could well one day be handling media decisions for clients. That’s nonsense.
If you look at the Guardian, for example, the Guardian’s new head of chief commercial officer bought some of his own, brilliant man by the way, bought some of his own advertising through programmatic. MR: So we can say Google, search advertising, has tremendous advantages, disadvantages.
Another core strategic challenge. That’s off by factors of four or five. I’m forty-five.
You recently commented that you’re looking forward to the era of ‘post-digital marketing.’ What did you mean?
There’s a real war going on at the moment between those who would tell you, ‘You want to get a return on investment, and the best [long-term] return on investment is where you should spend your money,’ and those that will argue that can be misleading and that short-term returns on your investment—we spent $5 million on a campaign and got $30 million back in sales—is a good thing. JVD: What do we do now? Are there some prevailing themes you can share? Finance people probably wouldn’t do it. MR: If you look at programmatic, right, go back three, four years.
You know I despair of the…. [Studies show] about 86% of ads the people see the night before, they either can’t remember the ad at all, or if they can they can’t remember which company it was for.
And it’s a threat to media agencies. Long or Short? You’re describing an industry which is pretty comprehensively broken in terms of how marketers are positioning themselves, what they’re asking for, what agencies are able to provide, what they’re capable of doing anyway, the level of dependency we’ve got on digital marketing, our understanding of metrics, it’s all broken.
And what are its intrinsic advantages to the business.
They think an hour and twenty minutes. And the guy…, MR: Completely out of place. Because the nature of marketing is if I invented an app called Thwako, which I just made up now, and started tweeting about how awesome it was, I could get 200 marketers to retweet and say, “Yes, I’m into Thwako as well,” by teatime. Rumours of the death of TV have been so incredibly exaggerated.
MR: Yeah, it’s happening.
Whatever else you might think about the KFC work, it looks like KFC—and that’s a big, big advantage. They’re not being asked for it and marketers aren’t thinking about that as a first pass. Tell us about that and how it came about, because this really kind of put you on the map, MR: Yeah.
I used to do much research on this back in the day. That’s part of it.
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