Wednesday, September 14, 2016

De keerzijde van social proof als overtuigingstechniek: De Samsung Bridge of Life

This Dutch blog post appeared earlier as an article of mine in Tijdschrift voor Marketing (July 2015). See marketingonline.nl

The Bridge of Life Strategic Blindness.
Sommige strategische overtuigingstechnieken zijn goed ingeburgerd bij reclamemakers. Het is dan ook ontstellend dat diezelfde makers ze niet opmerken als ze ook binnensluipen in een campagne en zo het campagneresultaat tegenwerken. Dit stuk bespreekt hoe social proof werkt en hoe het ook vaak binnensluipt in goed bedoelde campagnes die onwenselijk gedrag proberen tegen te gaan.
Samsung's Bridge Of Life (Source: odt.co.nz)

Zomertijd betekent voor heel wat reclamemakers weer even op adem komen na de hoogmis van de creativiteit eind juni in Cannes. Tal van prijzen zijn er weer verdeeld voor allerlei reclames en andere vormen van marketingcommunicatie. Sommigen kunnen mooi pronken met een leeuw, anderen bezinnen zich of bestuderen nog enkele van die winnende cases. Nog anderen denken “ach, leuk wel die campagnes, maar of het echt werkt…?”. Die spanning tussen creativiteit en effectiviteit maakt al decennia deel uit van het circus. En inderdaad reclame die prijzen wint, hoeft niet noodzakelijk beter te werken. Mensen schijnen zulke reclame wel beter te onthouden, maar aankoopintenties of zelfs attitudes ten aanzien van het merk blijken er niet echt beter mee geholpen te worden dan via gewone reclame die niet in de prijzen viel (Till & Baack, 2005).

Monday, September 12, 2016

Empty pledges on food websites targeting children. A persuasive mark study.

Food manufacturers worldwide have typically adopted self-regulation when it concerns their targeting of children. In the EU, this resulted in the EU pledge that has seen some changes and more strict regulations in recent years. These more recent versions also include websites. The EU pledge members also monitor their compliance and this is a supposedly independent study. The results of that monitoring study are summarized as " a high level of member companies’ compliance with their commitments, as well as a significant change in the balance of food advertising to children in the EU towards options that meet common nutrition criteria" (p. 19). Of course, many of these producers typically have lean websites simply listing their catalogue, without a lot of marketing added.
Sample website from a corporate perspective. Little marketing involved

We also did a study to evaluate existing food websites targeting children. Rather than starting with the food producers, we started from the websites that are advertised to children (on food packages that often refer to campaign websites, online games etc.). In a study focusing on Belgium and the Netherlands, our results were much less rosy.
Marketing features were used on each website. Of all the foods these websites advertised, the vast majority (i.e. 88.5%) were unhealthy. A lot of the websites did actually not directly relate to the pledge members although these members represent a majority of food production. However, and this might be most unexpected, pledge members did not stand out with less marketed websites or websites advertising healthier food.
Sample website from a child's consumer perspective: a marketed advergame

More info on the article (International Journal of Health Promotion and Educationhere and a full read here

Monday, August 24, 2015

The drama in programmatic online advertising





“Via @LeHuffPost Quand actu et pub se mêlent de manière hasardeuse... #Germanwings”
In times of adversity, online advertising routines fail. Drastically

The above example of an inappropriate display ad is just one in a range of similar advertising anomalies following the crash of Germanwings flight 4U9525 in March 2015. In the hours and days after such events, newspapers witness an increased online traffic to their websites and reports about the disasters in particular. Unfortunately, such reports are often accompanied by inappropriate advertising. Similarly, users of social media often encounter those ads at those times. Conversations on social media about such inappropriate ads often blame either the websites (i.e., news outlets) or the advertisers. But whose fault is it anyway? How should we understand this? And most important, how should different stakeholders within the online advertising business prepare themselves to avoid such mistakes in the future?

Wednesday, April 22, 2015

Happy Birthday, New Coke (°March 23, 1985)

Tuesday April 23rd of 1985 the Coca-Cola Company launched New Coke. This still remains one of the major cases in the marketing literature. It often ranks first in all-time lists of marketing fails (such as on marketwired, or in Matt Haig's book Brand Failures). Apart from the obvious failure (for the short version, see below; for the longer version, see Wikipedia), I think it is also a good demonstration of the intangible part of brand value, which I will explain below.