I keep hearing how Brand Leaders should be spending more of their advertising dollars on Mobile Advertising. The argument goes like this: 25% of all media is now consumed on a smart phone yet only 5% of advertising dollars are spent on mobile. So based on that gap, “Brand Leaders need to get better at mobile.” That logic makes sense if you are media-centric, but if you are consumer-centric, it may not hold.
The main reason that mobile advertising is struggling is that consumers hate advertising on their cell phones. As a consumer, there’s nothing worse than looking something important up on your cell phone, having moderate reception and then some ad starts chugging on your phone….and chug chug chug..it takes 3 minutes to figure out where to click to get rid of the annoying ad. I’m not sure that I want my brand connected to such a negative experience for consumers. Yes, consumers can be annoyed by TV ads or outdoor billboards clutter the environment or plastering ads on a sports jersey can destroy spirit of the uniform. However, consumers view their cell phones as their personal space, wifi is considered a precious commodity and the limited space for mobile can sometimes make the ad more annoying than useful. Most times consumers using their phones might be quickly looking up sports scores, finding directions or phone numbers to call or they might be just escaping into social media options during their lunch hour. Rather than always interrupting that consumer, mobile advertisers should be figuring out how to be a positive part of that consumer experience. Rather than challenging Brand Leaders to be better at mobile, my challenge is for Mobile Advertisers to figure out more creative ways to deliver brand messages.
Our definition of Media includes “be where consumers are most willing to engage”
At Beloved Brands, we believe that media is an investment at touch points where consumers are most willing to engage in the story. Media should be used to create a bond with consumers, to establish your brand’s positioning, to learn about your consumers and to influence a change in your consumers behavior (think, act or feel) that leads to higher sales, share and profit. With social media, advertising has taken quite a few steps forward: more engagement, allows for two-way dialogue, empowers the consumer and has a degree of timeliness to match up to the consumers life. Unfortunately, mobile advertising has the potential to take a step back: annoying, interrupting and most of the mobile ads just feel like they are yelling at the consumer. Based on that high annoyance factor, mobile advertising currently fails when it comes to “willing to engage”.
It’s safe to say that awareness by itself should never the end goal of media. In a crowded media world, an ad that is seen but with little engagement is almost a wasted investment. When I was running a marketing team, any plan that came to me saying “drive awareness” would be sent back for deeper thinking. It’s never enough. Media must balance efficiency and effectiveness with impact to create a change in the consumers’ behavior. Mobile must be shown to do more than drive basic awareness and find new creative ways to engage the consumers.
At Beloved Brands, we never recommend that you start with the media. While it’s tempting to get excited by the shiny new media toy of the month, we recommend that you always start with the consumer and then the brand strategy.
Where is your consumer?
I know I know. Everyone is so excited about all the new media tools and options that we tend to forget about the consumer. Last year I attended a huge show on Digital Media and after a day I kept saying “there seems to be something missing: THE CONSUMER” It was actually shocking and annoying to me as a marketer that every speaker failed to talk about the consumer, the brands, the strategies. They just talked about their fixation on what these little media devices could do.
As brand leaders, we have to believe that everything must start and end with the consumer in mind. They are our only source of revenue that starts off every P&L statement. Never forget them. Our consumers have relationships with brands–ranging from a completely impersonal relationship all the way up to a favorite part of their day. How tightly connected your consumer is to your brand can impact both the brand strategy and media choices you’ll make. In the consumer’s mind, brands sit on a hypothetical Brand Love Curve, with brands going from Indifferent to Like It to Love It and finally becoming a Beloved brand for life.
You can see how the buying system above might match up to where the consumer is on that Love Curve. The problem I have with many media options, is people at the INDIFFERENT stage think they need a Facebook page (which may not generate enough of a following) and some brands at the BELOVED stage still hammer away at the 30 second TV ad (with the same message the consumer has heard for the past 10 years). Use the buying system as a tool to find forces you to look at your brand through the eyes of your consumer, it will help identify where you have gaps as a brand and provide a pathway to move your consumers through the buying system and along the Brand Love Curve so that you can build a tighter connection with your consumer.
Mobile advertising appears a useful tool at driving basic awareness or triggering quick purchases. If my brand was at the INDIFFERENT or LIKE IT stage, I may add simple mobile messages to help re-enforce what I’m saying through other media options. However, mobile needs to improve if it wants to be a media tool that really connects with consumers. If my brand is LOVED or BELOVED, I’d fear using mobile and upset my consumer. I’d likely prefer social using social media vehicles that give consumers the choice and power to engage or not.
What is your strategy?
My fear is that some modern marketers are becoming tacticians choosing activity over strategy. Sometimes, doing something feels better than making choices what to do and what not to do. To figure out your strategic options, we recommend that you go back to the Brand Love Curve (see below), so that you can start to understand HOW to move to the next stage. A brand at the INDIFFERENT stage needs to establish itself in the consumers mind, brands at the LIKE IT stage need to separate itself from the pack and create a following, brands at the LOVE IT stage need to tug at the heartstrings of those consumers who have shown some love in order to tighten the bond and finally those brands at the BELOVED stage need to find a way to continue the magic and activate the most loyal followers turning them into fans.
Here is a guideline for Brand Leaders to use in their plans with the 16 possible strategies to use. For instance at the Indifferent stage, you can use a mind shift, mind share, new news or a turnaround to establish your brand in the consumers mind.
Use this as a guideline to get you started on your plan and you may need to add specific flavoring to your situation. Out of these 16 potential brand strategies, mobile advertising might be best suited to highlight new news on a brand, trigger penetration or provide simple reasons to continue to love the brand. But mobile advertising might not offer enough messaging options to change perceptions and I’m not seeing mobile tools I’d want to use to target those who already love my brand. This may be where those managing Mobile Advertising alter their tools to better fit a broader range of strategy options for Brand Leaders to utilize.
Brand Leaders need to stay focused on the consumer and the strategy, not the media options. Any media choice has to fit the strategy, never choosing the media and coming up with a strategy that utilizes the media.
Mobile Advertisers need to get more creative to deliver brand messages that don’t annoy consumers
Below is our workshop on media. We don’t come at this as media experts, but rather as a brand leader who needs to make media decisions.
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We offer Brand Coaching, where we promise to make your Brand better by listening to the issues, providing advice that challenges you, and coaching you along a strategic pathway to reaching your Brand’s full potential. For our Brand Leader Training, we promise to make your team of Brand Leaders better, by teaching sound marketing fundamentals and challenging to push for greatness so that they can unleash their full potential. Feel free to add me on Linked In, or follow me on Twitter at @belovedbrands If you need to contact me, email me at email@example.com or phone me at 416 885 3911