When marketers are from Mars

[suchona.kani.z]

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Bob Hoffman, the head of Type A, a copywriter, the blog AdContratian , and the author of several books, now travels the world, confronting marketers and debunking all kinds of assumptions.

Do you know what Bob says would happen if a giant asteroid hit Earth right now? Only 2 things would survive: cockroaches and copywriters.

Ehm, thanks, Bob, for appreciating my work and yours. The whole lecture was pleasantly self-critical and full of similar jokes. According to Bob Hoffman, we live in captivity of 3 illusions :

1) Digital illusion
Once upon a time, marketing media, including Seth Godin and Huffting Post, predicted the demise of offline advertising . We're still waiting. Digital isn't self-sustaining either - in 2016, 92% of purchases in the US were still made in stores, not online.

This is perfectly demonstrated by the situation of the manufacturer business owner database Procter & Gamble. In 2013, the management decided to invest massively in digital advertising and targeted advertising. It worked perfectly well in 2014.

But the following year, sales fell by 8% – that doesn’t seem like much, does it? But in P&G’s case, it’s $8 trillion.

In layman's terms, they stopped being visible and their customers kind of forgot about them. This brings us to the second illusion.

Disadvantages of digital marketing

2) Brand illusion

The fact is that customers are not very loyal to brands.

Brands are illusions The influence of social networks on brand positioning

" Honestly, I wouldn't mind if the Havas Media brand disappeared ," Bob Hoffman commented. Who wouldn't miss competition anyway, right?

It is necessary to admit that the brand is much more important to us marketers than to our customers. What do you base your decision on when you go to buy toothpaste? It may be the price, the herbal formula or the promise of a radiant smile, but do you really think that you absolutely have to buy the Colgate brand, and not Odol in any case?

It's not brand loyalty that matters, but product quality and accompanying services. Then we buy the same product a second time, but the third time we still reach for the toothpaste on sale.