Author Archive

The Future of AI and Marketing

Tuesday, June 11th, 2024

In every workshop,  I facilitate at the moment the discussions:  “AI is amazing” “AI is going to revolutionize Marketing communications” “AI is making everything too generic” are happening , and everyone has a different spin. The only commonality is everyone mentions it every day. The truth is we don’t know what exactly is going to happen, we can only guess. Some things we do know, like for example AI is certainly going to speed up some mundane repetitive marketing tasks (it already has).

 But an article in Marketing Week from Prof Mark Ritson made me smile and ponder in equal measure. ITs called – The internet will soon need warnings for AI-generated content- Google it !

I totally agree with him on his predictions for The Long and The Short of it :

“The ‘short’ of it – the bigger mass of multiplicitous, rational, product-focused, targeted messages that benefit from a test-and-learn approach and work within the parameters of immediate ROI calculations – are surely a hot zone for AI for the next few years”

“For the Long, we are going to need this kind of communication to be new, different and so very human.

Equally I love his predictions for social media:

“Very soon, perhaps already, social media platforms will be deluged with daily content from users who are not actually using the platform at all. It’s more than likely that at least one social platform will go anti-synthetic and enforce a non-AI policy using some future filter we are yet to develop.”

I spot a gap in the market…

Why marketers are ignoring Ad Fraud – It’s Finally Clicked.

Monday, May 27th, 2024
Ad fraud why marketers seem to be ignoring the fraud in digital advertising

I’m guessing the majority of marketers I am networked with, probably have read what Bryon Sharp has to say, because when he says something, he backs it up with science. He is also the author of How Brands Grow – probably the most influential marketing text in the past few decades, I love his stuff!

I also follow author and speaker Bob Hoffman, he’s written 6 books about advertising and marketing including Ad Scam – “How online advertising gave birth to one of History’s greatest frauds and became a great threat to democracy”.  This morning they helped me answer a question I’ve been pondering for a long time.

For the past few years, I’ve been puzzled watching the discourse or lack thereof about online Ad fraud. I’ve wondered (until now) why – people working in ad agencies, with big brands, or in training/lecturing or any area of marketing communications, don’t seem to pay much attention to this very serious issue.

I’ve wondered why they keep enthusiastically spending on online advertising, or presenting/posting about successful online campaigns, or running training courses about “effective Facebook/Instagram advertising” “how to succeed with online advertising ”?

This has been bugging me, because I know so many agency people (I used to work in advertising), I know so many big brand people (I used to work for global brands), and these are not stupid people. I teach marketing and I’ve been trying to build a food brand from scratch (without a big brand budget) so I have lots of skin in lots of games.

But reading Bobs latest newsletter this morning and then seeing this article that Byron Sharp shared https://the-media-leader.com/forbes-seven-year-mfa-scheme-shows-how-deep-the-rot-runs-in-online-advertising/) it clicked. It’s all about interests.

A marketer wants to keep his/her job, an ad agency wants to keep their clients. To do this they need to appear to be efficient – reaching large numbers of “the right” people, and reaching them inexpensively.  A brand owner’s interest is in selling their products or services profitably. Theoretically, these two goals would be aligned, but they are not necessarily so. The metrics generated by online advertising give marketers and ad agencies impressive-sounding numbers that they can wave in front of their CEOs or clients. “Look how many people we reached!” “We got an extra x thousand followers” “Look how many clicks we got!” “Look how low our CPMs are!”

As Bob says “Trying to tease out the effect of advertising on brand health from all the other business variables (price, product quality, sales force competence, operations, design, distribution, competitor activity, economic conditions, etc.) is a never-ending brain destroyer. Much easier to talk about nonsense metrics and not to look too close.” So it’s simply about interests or about what game you have skin in, depending on where your interests lie that is where you will look, that is what you will most likely shout about.

This seems to explain why millions of dollars are being wasted on online advertising and very few seem to want to talk about it.

It also explains why my brain feels destroyed! Would be interested in your views fellow marketers….?

Digital Marketing Is Dead !

Tuesday, April 19th, 2016

There is no such thing as Digital Marketing its just Marketing !!

It is not about doing digital marketing its just about marketing cleverly in a world that is now digital. Yes marketing has changed utterly and this is because of the connected world we now live in , and yes how customers buy has change utterly and again this is because of the connected world we now live in.

But strategically its the same old game:

  • What insights can we get (usually the most neglected part of marketing planning -but thats for another post),
  • Who are we targeting?
  • How will we position our products and service?
  • How can we get our customers to engage?
  • Are we doing all of this effectively?
  • If not why not what do we need to change?

The fact that increasingly many of the most effective ways to communicate your messages are via digital channels isnt the point, thats just how you execute your marketing plan.

Facilitation

Saturday, November 29th, 2014

If you are managing a team and holding regular meetings, you probably realize it is sometimes difficult to get a group to engage right from the beginning, its a challenge to keep them focused , to deal with difficult personalities and disruptive behavior, its hard sometimes to build consensus when people disagree, and to ensure that full commitment is gained for follow through. Facilitators use facilitated sessions as a tool for addressing these issues.

What is a facilitated session?

A structured meeting in which the facilitator guides the participants through a series of preplanned steps to arrive at a result that is created, understood and accepted by all participants.

What is the role of the facilitator?    A skilled facilitator guides the group through interactions and techniques that engage the hearts and minds of those of the participants in the work. Great facilitators are able to help participants excel as a team in focusing on the issues, building a common vision and committing to the actions that will bring that vision into reality!

Aisling Roche is an experienced and skilled facilitator, get in touch and we would be happy to discuss how we might help you  hold better and more productive meetings.

Which Marketing Is Righ For My Business ? – Talking To Humans

Thursday, September 25th, 2014

As a mentor and trainer I often meet Irish businesses wondering how to tackle the issue of marketing. What they usually mean is how to tackle promotion, because don’t forget marketing is not just about promotion, but also about pricing, positioning, selecting the right routes to market, the right customers and the list goes on.  In order to decide how to promote to your market you need to understand who your market is, what they buy when they buy, why they buy and what influences them to buy. This means market research and I have yet to meet an Irish business who has done enough market research ( and I include myself in that).  You need to get out and talk to your customers. As a starting point can I recommend and excellent free download book “Talking To Humans” by Giff Constable http://giffconstable.com/2014/09/announcing-talking-to-humans-new-book/

 

A recent interview with Aisling Roche about the GROW start your own business training and mentoring programme for women

Monday, January 6th, 2014

Training Workshop Guerilla Marketing 10th Sep Galway Enterprise Board

Sunday, August 18th, 2013

Guerilla Marketing Workshop 10th September in Galway County & City Enterprise Board,  full day practical interactive given by yours truely and only €50 !

http://www.galwayenterprise.ie/k2-tags/training

 

 

Bowl-a-Granola Cereal Entrepreneur

Sunday, August 18th, 2013

Bowl-a-Granola Cereal entrepreneur

Congratulations to Siobhan Joyce on the success of her business so far, and thank you for the lovely feedback on my mentoring service.

http://galwayindependent.com/20130807/business/cereal-entrepreneur-S22308.html

2013 Mentoring Takes Off

Monday, May 27th, 2013

This year I have been privaleged to act as a mentor with

Enterprise Ireland

Galway City & County Enterprise Board

Mayo County Enterprise Board

Mayo Ideas Lab

South West Mayo Development Company

Mentoring is a valuable service for every business, it really helps to have some one not as close to the business as you are take a fresh look at it, challenge you ask questions, give advice and push you to set realistic goals.

Fellow Mentors at SME Week Brussels Oct 2012

Sunday, November 4th, 2012