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Last week, M&M’s issued a statement that it would be ditching its famous spokes candy, citing backlash over being more inclusive. Just days later, after a lot of speculation on the internet about the news, the company revealed that the move was all part of its Super Bowl advertising plan, citing low brand confidence, especially among younger demos.
It’s easy to see that M&M’s “news,” the response to the “news,” and the rushed need to publish to quell that response epitomize the pressures facing marketers today. . In fact, according to agency execs and brand consultants, it takes more scenario planning to roll anything out. This means understanding what might happen if different reactions occur and planning how your brand will react. .
“The conversation should be about how you react, not just how you plan. [when something goes awry]Matt Babazadeh, Group Strategy Director at creative shop Zambezi, said: “Before, what was our message? What do we want to say? How can we connect with our audience? Now we’re asking, this is what we say How would it be perceived?If this is the case, there are a lot of plans for that scenario.”
Mega Parikh, head of strategy at Wunderman Thompson, echoed this sentiment, adding that marketers need to plan for “what Tucker Carlson and NPR say.”
Additionally, consumers are becoming increasingly skeptical about what influencers say about the brands they work with. Take a look at the mascara affair last week when beauty influencer Miqueira Nogueira posted her TikTok reviewing L’Oreal mascaras.
One of the changes in recent years is that agencies are now asking brand clients for evidence to back up their product claims, Parikh said, adding that young, motivated consumers are asking what is true. He pointed out that he is an “Internet detective” who spends his time figuring out what is not. Either way, it seems inauthentic or wrong.
And in the worst-case scenario, marketers are facing a cultural shift where people are spending their time creating real “conspiracy theories” about advertising, said Mojo Supermarket’s group creative director. Kate Carter said marketers need to be aware of what and how that means. Management in case of problems. “As creatives, we always think about the worst-case scenario.”
Lynsey Fox, Director of Brand Strategy, Pereira O’Dell, said:
When it comes to their intended marketing profile in today’s murky waters of the internet, band executives need to find stories and creatives that are closely in sync with their core brand position.
Lachlan Badenok, chief strategy officer at Carmichael Lynch, said: “This leaves them vulnerable. Brands need to keep asking: Is your brand participating in the culture through what you do or who you are? What relevance does it have to do? If it’s big and bold but comes from left field, it’s probably a bad idea.
Three Questions for Shalanna Clark, Head of Marketing at Performance Marketing Agency Code3
How has all the changes in performance marketing affected your job as head of marketing?
It was very unpredictable. But in this position, anyone who has been doing this for any length of time understands that flexibility is key. We started the year with a certain set of priorities, but then life happened, the economy happened, the market happened, and we had to make a lot of adjustments on the fly. Our priorities have not changed. We continue to focus on creating premium content and experiences for our target market, which happens to be our other CMO. No, but that didn’t change.
How will these changes affect client work?
This led to clients coming to us and asking that they really want to do what we’ve been doing for a long time.As a performance marketing agency, we’ve always had to. We were used to getting insights tied to ROI, so it wasn’t a huge lift for us. [and providing] Those insights that are regular.
What are performance marketing predictions in the face of economic uncertainty?
I’ve been doing research on uncertain economic times and the most efficient ways to engage your audience during such times. We are all feeling that uncertainty and trying to be smarter and more efficient with the resources we have been given. We’re really focused on how to better utilize our audience and help them relate to the problems they have and how to solve them. kimeko mccoy
see in numbers
Between economic uncertainty and an increasingly fragmented media landscape, industry and brand marketers are feeling a lot of trepidation. Some people feel uneasy about their marketing plan and want to find ways to increase their confidence by recognizing its importance. Check out the details from the report below.
- 80% of marketers say media marketing and advertising are (37%) or very (43%) important for customer acquisition
- 52% of marketers say media marketing and advertising are (16%) or very (36%) important in retaining customers
- 83% Optimizing media and audiences for ongoing campaigns (40%) or very (43%) Important – kimeko mccoy
Quote of the week
“It’s now a more formal marketing channel for brands. It’s been slow going, but as we enter fiscal 2023, we’re starting to see this shift more pronounced.”
— Vickie Segar, founder of influencer marketing agency Village Marketing, discusses the maturation of influencer marketing with brands seeking longer-term relationships with influencers and agencies.
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