Category: marketing | 營銷 | 마케팅 | マーケティング

According to the AMA – Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. This has contained a wide range of content as a section over the years including

  • Super Bowl advertising
  • Spanx
  • Content marketing
  • Fake product reviews on Amazon
  • Fear of finding out
  • Genesis the Korean luxury car brand
  • Guo chao – Chinese national pride
  • Harmony Korine’s creative work for 7-Eleven
  • Advertising legend Bill Bernbach
  • Japanese consumer insights
  • Chinese New Year adverts from China, Hong Kong, Malaysia and Singapore
  • Doughnutism
  • Consumer Electronics Show (CES)
  • Influencer promotions
  • A media diary
  • Luxe streetwear
  • Consumerology by marketing behaviour expert Phil Graves
  • Payola
  • Dettol’s back to work advertising campaign
  • Eat Your Greens edited by Wiemer Snijders
  • Dove #washtocare advertising campaign
  • The fallacy of generations such as gen-z
  • Cultural marketing with Stüssy
  • How Brands Grow Part 2 by Jenni Romaniuk and Byron Sharp
  • Facebook’s misleading ad metrics
  • The role of salience in advertising
  • SAS – What is truly Scandinavian? advertising campaign
  • Brand winter
  • Treasure hunt as defined by NPD is the process of consumers bargain hunting
  • Lovemarks
  • How Louis Vuitton has re-engineered its business to handle the modern luxury consumer’s needs and tastes
  • Korean TV shopping celebrity Choi Hyun woo
  • qCPM
  • Planning and communications
  • The Jeremy Renner store
  • Cashierless stores
  • BMW NEXTGen
  • Creativity in data event that I spoke at
  • Beauty marketing trends
  • Kraft Mothers Day marketing
  • RESIST – counter disinformation tool
  • Facebook pivots to WeChat’s business model
  • Smartphone launches
  • Lovemarks

    A decade and a half ago Kevin Roberts wrote his book Lovemarks. In reality, Roberts reiterated the factors needed for a successful (consumer) brand. Though much of it would benefit a business-to-business brand as well. Indeed someone like Snap-On are are a great example of this.

    I took the piss out of Roberts book after I read it. It tried to rebrand branding by repeating the same tools that branding uses anyway. Roberts’ Saatchi & Saatchi famously parleyed Lovemarks ‘thought leadership into winning the JC Penney advertising account.

    I still think that it was money for old rope. But in retrospect, I view it also as plea to make branding great again; in the face of the nascent performance-only digital marketing that was gaining momentum.

    Moving forward to 2019 and brand marketing is a dark place. Digital now accounts for 70 per cent of media spend in the UK. God knows advertising now needs a move back to craft as advocated to Roberts back then.

    One thing that Roberts failed to grasp in his book is often that consumers put the ‘value’ or love in a brand. Steve Jobs didn’t invent the Apple fan boy. Being under attack by the IT department and peers did. I remember whilst at college advocating Macs to other students and get them up and running on (secondhand) machines that they bought. Or subscribing to Guy Kawasaki’s Apple ‘EvangeLIST’ and Small Dog Electronics ‘Kibble and Bytes’ email newsletters – which helped me realise:

    • There were other people like me out there
    • I had rational ammunition to deal with opponents
    • Technical advice to exist in a Windows world

    Garden Life Bead

    A more recent example of this is the outpouring of support for Garden Bakery in Hong Kong. Garden Life bread is like Wonder bread in the US, Brennan’s bread in Ireland or Warburtons in the UK.

    During the stand-off at Hong Kong Polytechnic University. A policeman was quoted as saying that:

    Protestors were irresponsible, brainless rubbish that he looked down upon. They eat ‘cold bread’ that’s usually eaten by poor old people while police go to Shenzhen for hotpot and beer

    The cold bread that he was so dismissive of is Garden Life Bread – which is a well loved local brand. It is part of the hybrid cuisine of Hong Kong like Hong Kong style milk tea or Spam fritters for breakfast. It is usually eaten toasted with coconut jam, or peanut butter and condensed milk. You can often buy it as toast with scrambled egg on it.

    The brand love that came back from Hong Kong protestors was part politics, part Hong Kong pride.

    It inspired art

    Garden Bakery autobot

    And even started to appear at protests

    Garden Bakery Life bread at protest in Hong Kong's Central district

    The challenge Garden Bakery have is an interesting one. It is a local champion brand, but also has presence in China and sells biscuits to overseas Chinese communities – who are split in their view of the Hong Kong protests. The Chinese government has substantial influence or even ownership of overseas Chinese language media outlets.

  • Gartner Predicts 2020

    Gartner’s ‘Predicts 2020’ report has started to get pick-up across the marketing media.

    Valve-powered computer detail

    The reports top-line predictions of most interest to me in the report are:

    • By 2022, 25% of marketing departments will have a dedicated behavioural scientist or ethnographer as part of their full-time staff
    • By 2023, CMO budget allocation on influencer marketing will decrease by a third 
    • By 2025, 80% of marketers who have invested in personalization will abandon their efforts due to lack of ROI, the perils of customer data management or both, according to Gartner, Inc

    Let’s break down these predictions one by one. 

    Behavioural scientists and ethnographers

    It’s no surprise to us that marketing organisations will incorporate behavioural science expertise into their teams. At the height of its success Nokia famously employed Jan Chipchase as a leader of ethnographers focused on understanding the underlying trends in behaviours related to mobile devices. This in turn fed into Nokia’s design thinking and product marketing. 

    Over the past ten years we’ve seen public service providers such as the NHS roll out behavioural thinking into service design – such as signing citizens up for organ donation programmes or improving appointment attendance. We have seen the learnings of the Stanford Persuasive Technology Lab used for good and bad applications. The thinking is used in digital healthcare services, which is where Professor Fogg focuses his efforts. But it has also been used to the detriment of the public in designing non-healthcare related apps from mobile games to dating app Tinder. ‘Addictive’ apps usually rely on some of the concepts and model developed by Professor Fogg and his team.  

    From a marketing perspective there is an increasing understanding that communications tend to work most effectively when understood through the lens of audience bias’ and ‘cultural imprinting’ – the idea that we all want to be part of what is culturally acceptable.  

    Behavioural science and ethnography helps get to the ‘human truth’ at the centre of a creative campaigns. Campaigns is built around understanding the bias’ that have to be addressed in order to initiate the call to action, whether its driving purchase or behavioural change.

    Influencer marketing

    CMO budget allocation on influencer marketing will decrease by a third

    Gartner Predict 2020

    Surely this statistic is bad news for the marketing industry?

    In a word: No.

    It’s a market correction. It is a reflection of a few things that have been happening in consumer marketing:

    • There was an over-enthusiasm for consumer marketers in influencer marketing without any focus on efficiency or effectiveness. The power of influencer marketing as a paid discipline was taken as gospel. So, some of that spend reduction is a market correction rather than a ‘problem’ with influencer marketing. Where consumer marketing was done as earned media without a paid budget there was a focus on size of audience, without asking some key questions. Was the audience actually real? Was the audience actually relevant
    • There was a large amount of inflation in in the cost of reaching a given audience for consumer brands using an influencer strategy. Influencers got an over inflated sense of their self-worth and charged accordingly. When large scale influencers declined in engagement due to the large of large numbers, and were more expensive to use per user – marketers went down the influence line. They then heralded ‘micro’ influencers and latterly ‘nano’ influencers. Something had to give
    • Finally, influencer commerce for consumer brands has been a minefield. Western markets haven’t been able to replicate the same level of success that brands have had working with Chinese influencers. Secondly even agencies don’t know what definitively makes a successful unit-shifting influencer. We were at a PR Week’s ‘What does the future hold for influencer marketing’ event at the end of September. Social agency Goat made an interesting disclosure. They’ve worked with about 100,000 influencers and found that the vast majority didn’t deliver sales for their clients. But more interestingly there was no data about which influencer was more likely to work in social commerce, or what were their reasons for success

    Some sectors have approached influencers in a different way. For instance, no one aspires to be an influencer in a given disease area, it is something that happens as part of a coping strategy and a desire to help peers.

    Abandoning marketing personalised data

    Gartner’s prediction on personalisation is a bit less clear. Some of the media coverage has a fundamental misunderstanding of what data personalisation is in marketing. This makes me a bit leery of Gartner’s claims, based on a presumption that this was sold in as a story to those journalists by Gartner.

    Consumer brands have embraced complex technology stacks in order to enrich campaigns and drive efficiency. Marketing personalisation is part of this process.

    But the issue has been the imbalance in consumer marketing in terms of focus on efficiency rather than effectiveness. Adidas’ global media director Simon Peel admitted that they had spent too much on digital advertising due to their over-zealous focus on marketing efficiency. Peel is looking to move Adidas back to a more balanced marketing mix.

    Secondly, marketing personalisation is turning into a problematic issue for companies when sentiment like Shoshana Zuboff’s is becoming normalised

    ‘My view is that all of the data that people celebrate as big data is threaded with stolen assets. As law comes on stream, these assets are going to be reinterpreted as toxic assets. Just like the sub-prime mortgages that threaded through the derivatives market and all these financial products were reinterpreted as toxic assets and tanked the market in those financial products.

    I believe that day is coming.’

    Shoshana Zuboff, author and Harvard Business School professor, Contagious Magazine issue 6

    I am unconvinced about Gartner’s move to behavioural / emotional data and AI created ads due to similar privacy concerns. It won’t provide cultural imprinting, talkability or effective campaigns. Secondly, there is a lot of AI snake oil being sold which could leave it more trouble than ever.

  • Dark mode + more things

    Opinion | Living in Dark Mode – The New York Times – of the Hong Kong liberation movement was a plot device in a William Gibson novel, I would expect him to write a character like Karen. (Paywall) – dark mode is a great metaphor for the dystopian ennui. Yet I find it much easier to work in dark mode on my computer, which provides an interesting contradiction to idea

    Hong Kong Protests (October 31)

    As facial recognition tech races ahead of regulation, Chinese residents grow nervous about data privacy | South China Morning Post – interesting that concerns are starting to appear around privacy and biometrics

    Will Reddit Ads or Facebook Ads Have Lower CPC? – yes

    The white working class is a political fiction | The OutlineIt turns the working class into something people are, not a function of what they do. It becomes a cultural description totally divorced from labor and wealth, only to be gleaned from outward displays of “class” that come with intelligence, appearance, taste, and all those things that make up meritocratic ideas of “workers.”

    The Uber Bubble: Why Is a Company That Lost $20 Billion Claimed to Be Successful? – early similar to a lot of dot com businesses

    An update on YC China – Silicon Valley retreating from China.

    Daring Fireball: Tim Cook Appears Alongside Trump in Re-Election Campaign Ad Shot in Mac Pro Plant in Austin – ironic given Apple’s actions in Hong Kong

    How a Zara shirt raises ethical issues in sustainable fashion — Quartzy – (paywall)

    Is TikTok really a national security threat? | Slate – yes it is

    Dynamic Norms Promote Sustainable Behavior, Even if It Is Counternormative – Sparkman & Walton – Association for Psychological Science paper on dynamic messaging

    Mobile: Social – Unpacking what holds the loyalty industry back… from what it could be. | LinkedIn – wider implications around people who’ve been conditioned by mobile ( and other technologies towards internet, multi-channel TV etc) to expect instant gratification in general

    Zuckerberg’s Anti-China Rhetoric Roils Facebook Employees — The Information – Facebook is grappling with its large community of Chinese employees, some of whom are becoming more vocal and critical in internal company forums over what they claim is a bias against mainland China. (paywall)

    Chinese netizens think Mark Zuckerberg betrayed China – The Facebook CEO has been widely admired in China, but his more recent negative comments about the country aren’t going over well | Abacus – why should Zuckerberg care

  • Car into a smartphone + more

    Horace Dediu on the transformation of the car into a smartphone. Turning a car into a smartphone isn’t a technology revolution that particularly excites me. I prefer things that can kill me to be using highly reliable real time operating systems with no real time network connectivity – if they have to run software at all. Former Thai finance minister Suchart Jaovisidha who was locked inside his BMW limousine by its onboard computer is a lesson to us all.

    China Mobile 5G launch video is absolutely terrifying and probably the best advert for LTE that I’ve ever seen.

    https://flic.kr/p/99UjoS

    Consumer use case doesn’t seem to be that high on their priority. So there’s no downloading of Netflix style TV in a flash.

    So what is the killer app? It isn’t autonomous cars, or life saving tele-medicine. But dystopian omnipresent Chinese security. There’s no way I’d be buying a Huawei 5G handset after watching this. It has extra resonance with the current ‘Be Water’ protests going down in Hong Kong. More wireless related posts here.

    I am guessing that China Mobile won’t be handing out copies of Shoshana Zuboff’s The Age of Surveillance Capitalism. Here some of the books main topics are discussed by Shoshana Zuboff, Carole Cadwalladr, Paul Hilder and Shahmir Sanni.

    VCCP’s first campaign for Cathay Pacific is interesting. It has moved away from the professional business traveller to focus on the leisure travel market. This might be a bet on where the Hong Kong economy is going and a ploy to try and tap into the burgeoning Chinese luxury travel market. I suspect that a good deal of it is Cathay Pacific not being price and service competitive with the likes of Oatar Airways on premium long haul flights.

    For me this was a generic ad highlighting Cathay’s overall service rather than the business class experience. which is wedged in awkwardly on the end.

    Finally, Robin Sloan’s short story The Sleep Consultant | The Meteor – feels like as if William Gibson started writing for Monocle.

  • Electric car issues + more stuff

    Tesla Model 3 Survey: What Owners Think About the Electric Car – interesting read, Toyota and VW Group will eat them alive as their electric car programme take off. I am not going into the dumb nature of Li-ion versus hydrogen powered vehicles…

    Stacked Cars In City Junkyard Will Be Used For Scrap, August 1973

    ‘Caveat Emptor:’ State Dept. Mocks Russian, PRC Weapon Sales In ‘Buy American’ Pitch « Breaking Defensefour Chinese-made Harbin Z-9 helicopters purchased by Cameroon in 2015, one of which crashed soon after purchase. Similarly, Kenya bought a handful of Chinese-made Norinco VN4 armored personnel carriers, “vehicles that China’s own sales representative declined to sit inside during a test firing,” he claimed. “Since going ahead with the purchase regardless, sadly dozens of Kenyan personnel have been reportedly killed in those vehicles,” Cooper said, adding “caveat emptor!”  He also slammed Chinese CH-4 armed drones, which various countries in the Middle East have found “to be inoperable within months, and are now turning around to get rid of them… We have seen countries around the world leap at the chance to obtain high-tech, low-cost defensive capabilities only to see their significant investments crumble and rust in their hands” – buy China and pay twice, interesting to see this in the defence sector. Is the export quality worse than the products for the PLA? Or is China falling down on maintenance and services packages (customer service)? I think the Russian argument is harder to make given their decades of experience building simple, but effective defence products

    Ireland Inc.: The corporatization of affective life in post-Celtic Tiger Ireland – Diane Negra, Anthony P McIntyre,how a post-Celtic Tiger Irish government aligned with elite interests has doubled down on its commitment to corporate citizenship. Despite the depredations of this era being directly attributable to the irrational exuberance of the Celtic Tiger period and lapses in financial regulation, Ireland post-2008 is marked by a radical forgetfulness and defined by ‘Shock Doctrine’ regulatory policies that have installed corporatism at the heart of everyday life. Key features of this landscape include ongoing governmental facilitation of tax avoidance by multinational corporations, the hollowing out of public services, the normalization of under-employment and a burgeoning housing crisis. We show here how the popular images and narratives of the period index a shift toward corporate impregnability and a public culture in which individuals absorb greater risk and take up positions of heightened precarity

    One firm, two countries, one workplace model? The case of Foxconn’s internationalisation – Rutvica Andrijasevic, Devi Sacchetto, Ngai Pun,insight into the employment relations in China-based multinational companies internationalising to Europe, a still relatively unexplored topic. We investigate the transfer of work and employment practices from Foxconn’s manufacturing headquarters in mainland China to its subsidiaries in Czechia and the factors that influence the firm’s internationalisation of production – (PDF)

    M&S launches ‘buy now, pay later’ service | Business | The Guardian – sub prime retailing in the making

    Glossy 101: How fashion brands are rethinking influencer marketing – Glossywhen brands work with micro-influencers, they’re paying less to work with people who tend to have a more engaged audience. A report from The Wall Street Journal estimated the micro tier charges between $400 and $2,000 per post, while higher tiers will charge anywhere between $10,000 and $150,000. It should be a win-win. However, by adding more people to the mix, brands are setting themselves up for a lot more work

    The Boss on Board: Mafia Infiltrations, Firm Performance, and Local Economic Growth | naked capitalism – explains a lot

    Sprout Social its at IPO | Pitchbook – it will be interesting to see how they get on given the negative investor sentiment around the likes of Hootsuite

    China’s e-commerce giants are looking for gold in rural areas as growth in big cities slows down | South China Morning Post – over 26% of China’s online population are from rural areas

    BT unveils biggest brand campaign in 20 yearscreated by Saatchi & Saatchi, the ad begins with a schoolgirl reciting Charles Dickens’ classic opening from A Tale of Two Cities as she walks through the dreary British streets. Set to Blinded by Your Grace, Pt 2 by Stormzy, it goes on to showcase Britain’s technological advances over the past few decades, from CCTV and Tube advancements to the emergence of broadband – is it just me or this or is this exceptionally dark. CCTV!

    Cathay Pacific Calls On PR Firm Edelman To Help Plot Revival | Holmes Report – thankless task for Edelman, short of a takeover by Air China nothing is going to stop the China government pressure. It might slow it down but it won’t stop it. Swire needs to extract itself from China

    Measuring the effectiveness of creativity in marketing | Marketing Weekthe ad industry will be forced to refocus on creativity. Yet marketers (and their counterparts in finance) have become used to the measurability of performance marketing. If the industry can’t prove the effectiveness of creativity, brands will continue to up spend on short-term sales activations rather than brand building. The majority of markets are trying to add some science to the art. An exclusive survey of more than 400 brand marketers conducted by Marketing Week finds 61.8% measure the effectiveness of their creative (compared to 76.5% who measure the effectiveness of media)

    Don’t Let Metrics Critics Undermine Your Business | MIT Sloan Reviewthose lucky employees who haven’t been automated into professional obsolescence instead find themselves enduring what economic historian Jerry Z. Muller calls the “tyranny of metrics.” Numbers rule their workplace lives, and there’s no escape. “The problem is not measurement,” Muller declares, “but excessive measurement and inappropriate measurement — not metrics, but metric fixation.” “Don’t Let Metrics Undermine Your Business,” warns Harvard Business Review’s September-October 2019 cover story: “Strategy is abstract by definition, but metrics give strategy form, allowing our minds to grasp it more readily. … The mental tendency to replace strategy with metrics can destroy company value.”

    Reliance on Louis Koo’s Box Office Power Highlights Challenges in Hong Kong Industry | JayneStars.com – to be honest this has been coming for years. There are few Hong Kong male stars below the age of 50. It saddens me having grown up on Hong Kong cinema and knowing the richness of creativity in the city

    Hey – it could’ve been Regina Ip! | Big Lychee, Various Sectors – it seems Hong Kong officials use Reuters as their preferred conduit for leaks (or ‘scoops’ as media folk call them), while their Mainland counterparts prefer the Financial Times. The latter today reveals (paywall, etc, possibly) that Beijing will eject Chief Executive Carrie Lam, maybe in March, after things have ‘stabilized’ ha ha

    New WeChat regulation on incentivized sharing and external links – new WeChat regulation on incentivized sharing and external links

    Six Chinese men jailed for a hit job that was subcontracted five times – InkstonePi Yijun, a criminal justice professor at the China University of Political Science and Law in Beijing, said the case reflected strong distaste towards litigation in Chinese culture. “People are not willing to go through the legal channel,” Pi told Inkstone. “Whenever they encounter disputes, they try to solve it privately, mediating through personal connections or taking the law into their own hands.” – Caveat Emptor

    Steve Jobs’ speech that made Silicon Valley obsessed with pirates — Quartz – ‘machine for thinking’

    AI Weekly: In China, you can no longer buy a smartphone without a face scan | VentureBeat – there’ll be a good market in stolen phones then

    SpaceX submits paperwork for 30,000 more Starlink satellites – SpaceNews.com – Iridium 2?

    Ren Zhengfei: HongMeng is capable but will not replace Android | Gizchina – translation – we aspire to displace Android and become more profitable but our OS isn’t up to snuff for westerners

    Andy Kessler: WSJ: Tech Treadmill Wears Firms OutMax Hopper’s “Rattling SABRE—New Ways to Compete on Information,” and finally in 2013 we got Rita Gunther McGrath’s “The End of Competitive Advantage.” Each of these takes describes a different stage in the life cycle of corporate tech. Hopper was, as Harvard professor James Cash noted, “the first person who really defined the marketing leverage that could come from using technology.” In the late 1950s Hopper helped build Sabre, an automated flight-reservation system, and in 1981 he helped design the first major frequent-flier program to give American Airlines a competitive “AAdvantage.” Yet by 1990 he worried that the game was over, suggesting that technology was “table stakes for competition.” Hopper noted that “SABRE’s real importance to American Airlines was that it prevented an erosion of market share.” That insight comes to mind watching the Streaming War of 2019. Netflix and Amazon have a huge lead in streaming video. But eventually everyone uses the same technology. Tim Cook wants in, so Apple TV+ launches Nov. 1 with (probably overpaid) Jennifer Aniston and Reese Witherspoon. Robert Iger wants in, and Disney paid (probably too much) for control of BAMTech, the streaming-video technology developed by Major League Baseball, which it is deploying for streaming services Disney+, ESPN+ and Hulu + Live TV. AT&T wants in and paid (again likely too much) for Time Warner to create HBO Max. NBCUniversal wants in too. See the trend? Google ought to rename its streaming service YouTube TV Max+

    Are Publicis’ problems reflective of a wider market malaise? | Advertising | Campaign AsiaBy placing Publicis on top of Saatchi & Saatchi, Leo Burnett and Bartle Bogle Hegarty, they have destroyed those storied brands. By putting Publicis Sapient on top of LBi, Digitas, Rosetta and Razorfish, they have killed their digital brands too. As a result, now they are saying they have to transform the transformers – I agree that brands have been affected, but I’d also argue that the flight away from craft to disruption has also been probelmatic

    Martin Sorrell: Group M alone is worth as much as WPP’s stock market value | Campaign Asia – in the face of Facebook, Google and Amazon advertising in the west and Baidu, Alibaba and Tencent advertising in China is Group M really worth the whole of WPP alone? There is also the aspect that Group M has been crying disruption, disruption and screwing its own business

    Qatar, facing unbearable heat, has begun to air-condition the outdoors – Washington Post – this sounds mad

    Google discontinues Daydream View VR headset and drops Daydream support from Pixel 4 – The Verge – people don’t like wearing their phone

    Facebook opens search ads to all advertisers – Search Engine Land – this is going to make things interesting

    U.S. lawmakers urge Apple to restore HKMap app used in Hong Kong – Reuters – Apple and quisling Tim Cook getting squeezed by US politicians

    Louis Vuitton Has a Factory in Texas Now, Marking its Third in the U.S. — The Fashion Law LVMH – which is trudging ahead and abroad and “increasingly letting industrial logic and geopolitics govern supply-chain decisions,” per Dalton, while competitors, “such as Gucci, Hermès and Chanel have kept most [of their] production in Italy and France” – this is just business. And considering that LVMH’s Fashion & Leather Goods division, alone, brought in $15.8 billion in sales in the first 9 months of the year– with the group as a whole reporting revenues of $42.14 billion for the same period

    Teaching Democrats to Speak Evangelical | The New Yorker – interesting how the Democratic Party are having to go back to basics on learning community relations in US politics