One of the top talks of the day came from marketing veteran and cartoonist, Tom Fishbourne, also known as Marketing Week’s Marketoonist.
Fishbourne uses his talent for drawing, good humour and no-nonsense approach to modern marketing to create cartoons that hold a mirror to the marketing industry. These hilarious but (painfully) accurate representations of some of the industry BS had the audience laughing but also internally cringing that they too are guilty of being a part of similar scenarios.
The witty cartoons also allow him to highlight the naivety of some brands’ attitudes to consumers, technology and the plethora of channels now available to them.
While his presentation was not intended to be full of revelation, there were many truths that it would help all marketers to remember. The top 3 for us being:
People are more loyal to their need in the moment than to any particular brand
Fishbourne pointed out that often brands can no longer rely on having a loyal following who will seek them out over competitors. So, as marketers, we need to start connecting with consumers in the “micro-moments” when they need us. Using data is vital to working out what those micro-moments are, so brands talk to the right consumers at the right time. A good example of this is Red Roof Inn who, unable to compete against larger hotels on traditional SEO terms, took a different approach to targeting. Their inns are located near airports, and by looking at flight and weather data, they were able to serve automatically generated creative to people whose flights had been cancelled – hitting them right in their moment of need.
Technology can’t save boring marketing
Fishbourne believes we are still in the awkward adolescence of digital. Just because new technology is released does not mean brands should use it. Just because you can make a Snapchat filter for your brand, doesn’t make it the right thing to do. It isn’t just about doing “digital marketing” but marketing effectively in a digital world. Working out what works for your brand and feels authentic to the audience is crucial.
Don Draper is no longer in charge
Gone are the days that there are only a couple of TV channels, and consumers dutifully sit through ad breaks being fed the latest marketing propaganda. While it is exciting that we now have so many new channels to reach our audience, it also means it has never been easier for consumers to ignore us – we no longer have a captive audience. Our increasingly distracted and time-poor audience require reasons to take the time to pay attention to our message – our creative needs to be great.
Overall, while it is important for creative across channels to feel part of the same campaign, it is equally important for that creative to be authentic to the brand, the channel and the consumers need at that moment.
With his witty comics and shrewd observations, Fishbourne gave us a great deal to think about – we felt he was one of the best speakers of the day so if you ever get the chance to go to a presentation of his, go!