Is the Marketing Message losing out to Innovation?

Innovations in advertising technology have been driving the digital marketing industry ever since the internet saw its first clickable banner ad in 1993. Nearly twenty-two years on, and many brands and marketing agencies are still discovering new opportunities to capitalise on the ever growing plethora of marketing channels available. This has given rise to a huge number of ad-tech companies looking to optimise marketing budgets by reducing the risk of investments and increasing customer reach.

However exciting and exhilarating this has been for the industry, these advancements may be creating a deficiency in an important marketing ingredient. The UK DMA’s Executive Director Chris Combemale touched upon this subject in a recent roundtable. Chris suggested that the marketing message is not getting the attention it deserves. It is hard to disagree with this when you give it some thought. With such a volatile landscape, it is easy to see a digital marketer getting caught up with big game changers in the mobile and social media channels, enchanted by the prospects of ‘Big Data’ and blown away by the simplicity of programmatic marketing technology. Chris is not alone in his thinking. With the UK DMA campaigning for Great British Copywriting, the entire organisation is tackling this issue head on.

Creating an effective marketing message is a good place to start but it must be broadcast consistently across the marketing and sales funnel.

This lack of cohesion is where messaging becomes defective.

To understand how this is happening we will look at an example based on a popular budget airline’s marketing strategy:

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Originally posted in Digital Marketing Magazine in Advertising on 2 February 2015, 08:00