Page 8 - index
P. 8
RESEARCH, ANALYSIS & TRENDS
Stop believing the definition of marketing
had changed, rather remember the basics
Speaking at the WFA's Global Marketer Conference in Other fundamental mistakes being made across the
Kuala Lumpur, Malaysia, the President of the World profession included focusing on targets that miss the
Federation of Advertisers (WFA), David Wheldon point, not being 100% consumer obsessed, and believ-
warned marketers that they are in danger of damaging ing the answer to everything is branded content. His
their profession through a series of collective and indi- final point was that the industry risked committing col-
vidual failures, highlighting at the same time the seven lective suicide by pushing consumers to use ad block-
key mistakes brands were making when trying to adapt ers on both mobile and desktop.
to a new era.
"This is a serious concern because our behavior is ac-
His main plea was that the profession should stop be- tively encouraging this response. Everyone is creating
lieving that the definition of marketing had changed, content, flooding the digital landscape with branded
hence, he called on brands to focus on the fundamen- messages. The noise of our clutter is becoming deafen-
tals rather than being simply distracted by the newest ing,' he said. We need to be wary that our messages
trends and fads. can be annoying, repetitive and intrusive. There's a lot
of noise out there and it's not about who's shouting
"Once you think the definition of marketing has changed loudest."
-- you are already on the way to killing marketing. To the
companies and boards who are winding down the mar- Wheldon highlighted the two key solutions to this ad-
keting function whilst ramping up the digital and data blocking debate: firstly, the need to standardize and
units… I say be careful. You are confusing what market- improve the ad experience, something the WFA was
ing is about with the tools, channels and feedback loops working on with other industry stakeholders, and sec-
to do it." ondly the need for collective consumer education, bet-
ter quality advertising and greater consumer choice.
8 Asian eMarketing - March 2016 Marketing Automation: Retargeting, Programmatic & Real-time Marketing
8
Stop believing the definition of marketing
had changed, rather remember the basics
Speaking at the WFA's Global Marketer Conference in Other fundamental mistakes being made across the
Kuala Lumpur, Malaysia, the President of the World profession included focusing on targets that miss the
Federation of Advertisers (WFA), David Wheldon point, not being 100% consumer obsessed, and believ-
warned marketers that they are in danger of damaging ing the answer to everything is branded content. His
their profession through a series of collective and indi- final point was that the industry risked committing col-
vidual failures, highlighting at the same time the seven lective suicide by pushing consumers to use ad block-
key mistakes brands were making when trying to adapt ers on both mobile and desktop.
to a new era.
"This is a serious concern because our behavior is ac-
His main plea was that the profession should stop be- tively encouraging this response. Everyone is creating
lieving that the definition of marketing had changed, content, flooding the digital landscape with branded
hence, he called on brands to focus on the fundamen- messages. The noise of our clutter is becoming deafen-
tals rather than being simply distracted by the newest ing,' he said. We need to be wary that our messages
trends and fads. can be annoying, repetitive and intrusive. There's a lot
of noise out there and it's not about who's shouting
"Once you think the definition of marketing has changed loudest."
-- you are already on the way to killing marketing. To the
companies and boards who are winding down the mar- Wheldon highlighted the two key solutions to this ad-
keting function whilst ramping up the digital and data blocking debate: firstly, the need to standardize and
units… I say be careful. You are confusing what market- improve the ad experience, something the WFA was
ing is about with the tools, channels and feedback loops working on with other industry stakeholders, and sec-
to do it." ondly the need for collective consumer education, bet-
ter quality advertising and greater consumer choice.
8 Asian eMarketing - March 2016 Marketing Automation: Retargeting, Programmatic & Real-time Marketing
8
