Em uma frase…
Como você define marketing eficaz?
Effective marketing is where the total effort, in terms of people investment, creative investment, intellectual and emotional investment and financial investment, generates a net positive total output over the long term, in terms of impact on commercial performance, people, culture and society.
Como a criatividade impulsiona a eficácia?
Effectiveness is a numbers game of marginal efficiencies – everyone fighting over the next 1% and succeeding broadly in line with probability and expectation. It’s a game of cards where no-one really has a long term advantage above and beyond chance. Only creativity gives you the unfair advantage and stacks the cards in your favor. Creativity is cheating at cards.
Qual é o maior obstáculo para a eficácia do marketing?
Fundamentally, seeing the wood for the trees, or more importantly, the humans for the data. In a world where we see people in terms of their digital actions, the risk is we reduce our understanding of behaviour to 1s and 0s, to rationally predictable options. Marketing effectiveness comes from understanding and therefore predicting human behaviour, getting there before the customer, ready to serve the needs they never even knew they had, and where the 1s and 0s of the data we then see are the output of that prediction, rather than the input.
Qual é o melhor conselho que você pode dar aos profissionais de marketing de hoje?
Be fascinated with people—it’s attention, emotion, memories and behaviours you’re trying to win, so spend every spare moment understanding what it is that drives those things and the numbers will then speak for themselves. Oh, and for god’s sake, be your own customer.
Como você espera que seja o marketing nos próximos cinco anos?
I hope marketing recovers its mojo, and returns to a place where we proudly realise that we have the privileged, and highly responsible position of being the mouthpiece of the consumer, the representation of the customer in our own businesses, and that it’s only in businesses where marketers understand deeply, empathise with and fight for what their consumer wants that we will see economic, societal and cultural success.
Cheryl sits on the Effie Reino Unido Council. Effie Awards UK is accepting entries for its 2022 competition through May 13, 2022. Learn more and enter your most effective work here.
