As marketers and students we are continuously learning throughout life. Marcus Tullius Cicero said “Life without learning is death.”, we should be constantly striving to improve ourselves and push through fears by diving into the unknown, bravely making mistakes and striving to be wiser. When it comes to marketing it is important to understand the facts, statistics and strategies that influence our work, however i believe personal opinions do play a role within marketing. Our opinions are unique ideas that are driven from years of unique experiences that give us a gut feeling in what we are doing. It is important that we don’t blindly act on gut feeling by first ensuring we reflect and understand the theory. Acknowledging the opinions we have, being open with them to ourselves and others while expressing humbly what we do and don’t know for sure, and using them to find the solutions your looking for.
When it comes to marketing through digital channels its becoming increasingly easier to get lost in the shiny new tools used to deliver content and information. Its easy to forget that normal people are all different in how they consume media. It can be tempting to take the easy way by ignoring older forms of communication channels such as radio, newspapers, and television. Radio for example had over 10.5 million people listening each week in 2017. 79% of younger Australians aged 18-24-years-old would listen to the radio, indicating the media isn’t dying or solely used by the ageing generations before us. Its important to strategically incorporate real work marketing tools, integrating and enhancing them through social media, rather than aimlessly promoting meaningless ideas and opinions over the internet.
Most Users on the internet don’t want to hear what brands are doing. We are training ourselves how to avoid ads, only trusting what we hear from people we actually trust like friends. Over 47% of internet users use an ad-blocker, completely avoiding banner ads. We increasingly want more intimacy, something real and different.
Today marketing approaches should use real experiences built on integrated marketing plans to create memorable experiences and shareable memories through photos, on your choice of social media, create long term attitudes towards brands. I personally have fond memories of Samsung’s mobile phone launch in Melbourne central as they offered free coffee and rewards for completing activities. This included a photo booth where groups of people are friends would come together to claim free rewards, only to leave with a photo of a fun experience, watermarked with the Samsung logo and shared to social media. As friends tag each other it brings back memories of the physical event encouraging long term memories to be formed. Creating experiences we have with the brand and our friends.
As a result its important we don’t become content with our own understanding of marketing. That we constantly strive to be the best version of ourselves in order to truly create unique and special marketing promotions and experiences. Not putting too much of our trust into digital but analysing what we need to achieve, and the statistically best options to achieve it. Only then can we truly create something unique and special that meets our goals in marketing and in life.
RMIT Assignment 3 
You talk about the statistical approach to selecting marketing techniques; do you ever worry that there is a conflict between using statistically validated methods, and trying to innovate new ways to reach potential customers? How would you address this conflict in your work?
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It depends on what your trying to achieve, and what your budget is. Sometimes we have the green light to try new things and sometimes we are just told to get results. The ultimate goal is being able to combine both, reaching the audience with the frequency and message we need to deliver while also being innovative and different in how we do it.
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Yeah the social media point is a good one. I think Facebook works well as it integrates the ads as part of your video experience, so you associate the brand with a good experience watching an entertaining video.
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I’d agree that social media is a powerful platform for advertisers to utilise, however, ads that interrupt a viewers video abruptly as they do on Facebook must cause annoyance to the viewer. Is there any evidence of this as personally I find it quite frustrating!
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I like your insights into the loss of opportunity to neglecting traditional marketing strategies away from digitisation as it is often undermined in light on modern trends. I think the most important part to this article was seeking experiences that enable a deeper understanding into how different markets are targeted. This would ultimately lessen a general naivety to social perspectives on product perception and position markers in the most effective position for luck. I’ve said this because I believe marketers have to go way beyond formula and rationale to achieve success – as marketing is complicated, it requires a wide variety of irrational thought processes that position them in the best position for the ‘eureka’ in marketing
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Really interesting article. I heard a while ago that polling companies have found it extremely difficult to get accurate polls: they have traditionally relied on telephone-polling, and less-and-less people are willing to complete a telephone poll these days. As a result, those companies are needing to shift to internet polling. It’s a perfect example of what you’re saying — innovate or die out.
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100% agree. Polling can be incredibly difficult to create a sample of your target group as well. Everyone has their own prefered channels and attitudes that influence whether they are willing to take part in the poll. Unless your using multiple channels that accurately reflect your target group your going to only reach the people that use internet polling, have internet access, and are willing to give up time for you. Which could mess with your results. We should we using smart approaches that combine different channels like mail, telephone, online, and in person.
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I do feel that consumers are getting better at filtering out advertising more and more. I feel that sometimes if I’m shown an ad too aggressively, I grow to dislike the ad and the brand it represents (i’m talking to you Hungry Jacks ads at the start of EVERY YouTube video I watch). I appreciate it when companies understand where I am at and put more effort into creating rapport with me, instead of attacking me with media in the hopes that it will affect me subconsciously. The field of psychology has a lot to offer to the world of marketing. Subliminal messages aren’t as influential as we think. And people only attend to what is meaningful and compelling for them. If it isn’t? It is ignored.
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Awesome yes! It feels like YouTube may just have a small pool of ads that actually relate to us so they just keep playing it on repeat. Not really effective after you have seen the ad over 3 times. 3 is normally the magic number with frequency. I do believe that in video promotions are amazing though. We tend to build a rapport with creators, forming a real relationship of trust. When we hear them suggest a product it’s like a recommendation from a real friend.
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I do feel that consumers are getting better at filtering out advertising more and more. I feel that sometimes if I’m shown an ad too aggressively, I grow to dislike the ad and the brand it represents (i’m talking to you Hungry Jacks ads at the start of EVERY YouTube video I watch). I appreciate it when companies understand where I am at and put more effort into creating rapport with me, instead of attacking me with media in the hopes that it will affect me subconsciously. The field of psychology has a lot to offer to the world of marketing. Subliminal messages aren’t as influential as we think. And people only attend to what is meaningful and compelling for them. If it isn’t? It is ignored.
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