Day Two of ADMA Global Forum was, like Day One, full of ideas and practical tips from some of the world’s smartest and most successful marketers.
There were countless highlights from day two, including an incredible presentation by NASA’s Director, Advanced Exploraion Systems, Jason Crusan on how NASA uses content to engage the public; Matt Britton on marketing to millennials and fantastic streams on the topics of digital marketing, data-driven marketing and content.
Our key highlights are around the power of three key ingredients of sustainable brands that engage and connect with audiences:
1. Power of authenticity
A seasoned industry award winner and Burger King brand reviver, Fernando Machado summed up authenticity in two simple words: ‘perfectly imperfect.’
Brands that want to stay relevant need to stay true to their personality and values through authentic communication across all customer touch points, he says. The authenticity of a perfectly imperfect brand speaks to the individuality of customers, making it much more relatable.
Jeanniey Mullen, Global CMO at Mercer shares a similar perspective when it comes to people marketing and engaging employees and staff.
“People marketing needs to be authentic, inspirational and relatable in order to work”.
Authenticity is also key in the field of influencer marketing, says James Wright from Havas Group.
“Brands need to let influencers express themselves in an authentic fashion, don’t try to control them.”
If brands team up with the right influencers, who genuinely love the product or service, the right message will inevitably come across, Wright says. Try to control the message and it will come across as such – forced and fake.
2. Power of people
Speaking of influencers, the power of people cannot be underestimated.
While today, every day people are becoming key influencers in the world, the people and organisations consumers trust has also shifted greatly.
Author, Rachel Botsman pointed out the emergence of the inversion of influence – where the traditional form of influence (top down) has now completely flipped. Trust in enterprise and businesses is fading and consumers are going to their peers (most of the time, complete strangers) for recommendations, she said.
Jeanniey Mullen believes that for organisations to be sustainable, they need to turn to their staff.
“You cannot outspend innovation. You must employ a people marketing strategy to survive,” she said.
A brand must identify, activate and build advocates internally, in an authentic way in order to survive in the digital age.
“Brand names don’t matter online as much as the brand experience. The average person’s social reach is 25,000 people. Every interaction with people can be a marketing moment.”
3. Power of emotions
“We think much less than we think we think,” said Tom Ewing from System1.
Research has now clearly shown that emotions affect the part of our brain that makes decisions quickly – a part that advertisers want to influence the most.
According to Ewing, marketing to this part of the brain requires creative focus on three things:
FAME – your brand should come to mind quickly
FEELING – your brand should evoke emotion
FLUENCY – your brand should be recognised quickly through every touch point.
With the new universal language of emojis, we’re seeing a world where we are starting to communicate in emotions.
The key to keep in mind however, is to ensure that your emotional strategy is long-term, as short-term activations are driving down effectiveness.