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It’s Ad Season!

Welcome to our November update. Have you seen this year’s John Lewis advert? I love this time of year when the Christmas adverts come out. As a marketer, I always enjoy seeing how retailers try to ‘out-do’ each other and which advert drops into the ‘memorable’ bucket.

John Lewis usually wins my vote. This year however, I’m a little disappointed; maybe it’s me, but I just don’t think it has hit the heights of recent years!

Where am I going with all of this?! As I watched the latest John Lewis ad it got me thinking of some of my favourite viral marketing ads. For me, there was no one better at these than Adobe. Now I’m in no way recommending Adobe’s marketing solutions, in fact I have never used their CRM platform and there are of course other marketing automation platforms that are very good, such as Marketo, Hubspot and MailChimp – I thought I’d better mention that before I get accused of favouring one over the other! But, I always loved the Adobe promotional videos and would often use them in various workshops. So, as we’re in the spirit of Christmas ads, for this month’s update I thought I’d trawl through You Tube and share my favourite Adobe ads and the marketing lessons you can take away as you plan out your activities for 2018.

Without giving anything away this first advert is an excellent lesson on the importance of data. Never make assumptions in your marketing. Always base your decisions having fully analysed data. Even top line data can sometimes be misleading. Never assume and always take your time to find the real story…

This second ad is a great example of why you should avoid knee jerk reactions. Again, base your marketing decisions on evidence-based facts. Just because a consultant or sales person overhears a ‘trend’ when speaking to a client doesn’t mean you have to do a big campaign on it. Base your campaign decisions on solid market research or using sound data or evidence. Never jump on the bandwagon of doing a campaign on a theme for the sake of it or because you think it’s ‘fashionable’ to do so. There are no cutting corners when it comes to campaign planning.

Thirdly, make 2018 the year you start truly personalising your marketing. With the technologies available today (not just Adobe!) it’s amazing how easily you can segment your client lists and thus be able to communicate the right messages to the right people. And of course the right personalisation can be helpful security should there ever be an armed robbery!

https://www.youtube.com/watch?v=_KOuliSqSJo

Finally, make 2018 the year you also think about the user experience. There is a lot of discussion about AI and Bots, these technologies can (and will) transform your marketing, but never ever forget the user experience!

Hopefully these will give you a little food for thought for 2018!

Best wishes,

Michael

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