The second day of Goafest 2015 featured a number of interesting knowledge sessions sponsored by Surewaves. Jonny Stark, SVP (APAC) of Razorfish, shared his thoughts on real-time marketing, a phenomenon that he feels is increasingly becoming more important for brands and agencies even though few seem to have the knack for it.
To put things in perspective, Stark quoted a comScore study that said that 7 trillion ads were served in Europe on digital platforms but the actual CTR was just around 0.1 per cent with 31 per cent ads not even being seen.
“Social media has become the new dumping ground for ads. People are not engaging with social media because of spamming. Everyone keeps saying that content is king but what we are really doing is annoying people and spamming their timeline. Even when we say we are conversing, we are still being annoying,” he said.
According to him, in the real-time world agencies need to start looking at how news and media organizations work and try to emulate them in order to get real-time marketing right. He gave the examples of media organizations like The Guardian, Huffington Post and YouTube as ones that have adapted to the digital world by being digital first. “We need to look at the 3 Cs of marketing – content, community and commerce. It is important to combine these three. Collaborate with the consumer; don’t treat him as just an ad target,” he said.
Speaking about the mobile revolution, Stark mentioned the audience is looking for a seamless experience. They do not want to go through a million ways and want everything on one platform.
For him, social commerce, which addresses all these points will become more and more important. He gave the example of China, where social commerce is already a strong revenue driver.
In terms of content, Stark said, “It is important to provide useful content. Usefulness is a major criteria----What does the consumer want? What is the problem we have to solve? How can the brand be a part of the solution?”
Another important thing that needs to take place to adapt to real-time marketing is that agencies need to move away from traditional campaign concepting cycleto a more rapid concepting cycle through a more editorial style model. “Stop thinking in ‘lines’, like creating the next popular tag line and think about the genuine consumer problems,” he said.
He also advised brands to start thinking like publishers without trying to be them and to start using publisher expertise and experience. He also said real time marketing creativity isn’t only about content. It can be seen in different facets like supply chain, operational models, delivery, etc.
“Creativity can come from anywhere in the organization,” he said, giving the example of Amazon’s decision to experiment with drone-based deliveries, which were started to address a real concern---that customers wanted products to reach them within 30 minutes.