Interview: Ogilvy Head of Data & Analytics Julián Esbri on Empathy, Creativity, and Agility, Inspired by Brandwatch Insights
By Isabel PeláezSep 23
Combining high-quality mobile survey technology, a robust polling methodology, and expert data analysis,
our bulletins will be essential reading to get the pulse of the nation
Published March 26th 2018
A few years ago our then-intern (and now Product Marketing Manager) Phill Agnew was let loose on our Brandwatch Twitter account.
At the time we were promoting a guide on community management, and he took a rather interesting approach on the wording of the social post. We awoke the day after promoting the guide to a number of angry replies, accusing us of being rude and disparaging. Bad times. What had he tweeted?
“Don’t be a stupid marketer. Download our guide.” Grimace emoji.
Despite the vocal reaction, and our swift deletion of the tweet, it still became on to be one of our most clicked through tweets of all time, and the guide was a big hit.
Sure, it definitely should have been worded better. It was questionable in tone. But the sentiment actually rings true. Marketers don’t want to be stupid. I’d know! I’m one of them.
It’s now one of our classic internal references and still gets mentioned every now again, with an arched eyebrow. We’ll never let Phill forget it. And he won’t let us.
So what point are we making here? Well, marketers do make simple mistakes every day, despite the abundance of insights available.
While that’s bad news for most marketers, it’s good news for you. It means if you learn from their mistakes, you’ll have a competitive advantage.
We’ve collected insights from a wealth of different sources, and compiled a new guide that will give you the tools you need to spot each common mistake, and give you the edge over competitors. Sounds good, right?
This guide highlights essential marketing research to help you avoid common mistakes. Read it to discover:
“There really is no better way to improve your marketing than by researching and understanding your audience.
This guide comes from one of the best web monitoring tools on the market and it shows in all the examples and data it uses to back up these common marketing mistakes – and the best way to learn is by understanding your mistakes!”
– Lilach Bullock – Content Marketing Specialist
We often think of our consumers as irrational. Constantly changing their minds.
As soon as a new competitor enters our market we’re terrified they’ll steal loyal customers. So, marketers change campaigns and strategy to keep up to speed with ever-altering consumer preferences.
While there’s some merit to thinking like this, it largely evades a fundamental law consumers align with: The consistency principle.
The principle was first noticed in 1968 by two Canadian psychologists, Knox & Inkster. They found that gamblers are more confident their horse will win immediately after they place a bet.
Nothing about the horse or its odds has changed. But something in the consumer’s mind has.
Once we make a choice we will encounter pressures to behave consistently with that commitment (Cialdini, 1985).
Some enterprising marketers have learned ways to harness the power of this principle.
Google your favorite festival and pull up a promotional poster. There will be an important piece of information missing from the poster – the price.
Why? Because promoters have recognized that concertgoers are more likely to buy a ticket after they’ve searched for the price. The time spent searching only increases the likeliness they’ll purchase. Similar parallels are seen in movie posters or album covers.
In 2016, a video game manufacturer used Brandwatch Analytics to learn if the consistency principle affected sales.
In the run-up to a major gaming event they monitored two strands of conversation about their games:
The results were fascinating. Game 1 generated more conversation. But game 2 generated more intent to purchase mentions.
What became clear after the release was that general conversation didn’t have an effect on sales. But intent to purchase mentions, due to the consistency principle, did.
People are more likely to buy a game if they’ve already said they will.
This is an effective way to predict future sales and measure marketing activities.
Glad you asked! It’s all available right now, in this free to view guide.
“Marketers who understand the impact of content on the customer experience are in the best position to drive the business outcomes that are most important to their organization”
– Dennis Wakabayashi, Vice President at The Integer Group
Learn from brands including Coca Cola, CBS, and Ben and Jerry’s, and ensure your marketing teams are making the right decisions, at the right times.
Combining high-quality mobile survey technology, a robust polling methodology, and expert data analysis, our bulletins will be essential reading to get the pulse of the nation.