Droppin’ The Ball, Droppin’ The Ball…

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So today, I’d like to reiterate about how the Advertising/Marketing Industry dropped the ball during Superbowl 46.  I know I know, I already talked about this, but this is coming from someone else…again!  So now we’re gonna have 3 different opinions that have come to the same conclusion.  I referenced April Lynne Scott’s Blog yesterday about the same subject.  I suggest you read my previous article as well & then come back to this one.

Jeff Hasen on Mobile Marketer writes:

[Despite a huge, captive audience that actually eagerly anticipates these commercials, for mobile marketers, the overarching theme has been “missed opportunities.”]

I find it hilarious at the same time as it’s frustrating because I wrote about this yesterday.  I was so pleased with my Giants!  But…the Marketing just fell flat for me.  I talked about the lack of Texting opportunities except one by the NFL.  Jeff confirms yes, that ONE QR Code I saw was in fact GoDaddy.  The day was mostly about Apps, and while that’s cool, it still leaves out a ton of people.  Not everyone has  a smart phone, not everyone downloaded an App, had that App open during your commercial.  The Twitter #hash tags were well used, but as Jeff writes:

[None of these calls-to-action provided marketers with a key element—an easy means to create and continue a one-on-one conversation between brand and customer, with highly relevant content delivered on their most personal device.]

I just have to agree.  These companies are spending 3.5 Million bucks for a 30 second spot, and they don’t even have a way to track it?  To build a list?  Forget fans & followers, those can drop off at any time or your account can get hacked & they can send out nudie pics of your cat or something.  I’m guessing the Ad Agencies are still up to their old ways.  I could be wrong of course, they might of thought that getting people to opt in to a database so they could market to them on a future basis, is just silly.  I mean, who wants to increase sales & revenue?!!?!

Well, that’s it for me, I’m out.  If I keep talking about this…I’m bound to explode.  I might have if my Giants didn’t whoop the Patriots!  Ok ok, that’s the last one I swear!  You can finish reading Jeff Hasen’s article here.

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  1. #1 by Doug Brown on February 8, 2012 - 8:15 am

    Gotta agree with you on this one. The marketers just got ahead of themselves. I often find that CTA’s don’t line up with the target audiences. We used to say “advertising isn’t scientific” but it is these days. All the analytics to support the best use of CTA’s is there from rich online segmentation data.

    Was there a football game in there too?

  2. #2 by tribalstylemarketing on February 8, 2012 - 12:51 pm

    Ya I mean I will say that it’s definitely getting better as we go. We’re just not playing near the level that we should be that’s all. I’m thinking the big agencies convinced the brands that people who use Apps generally fall into $100,000/yr income range which is true, & they also purchase more on average, so that is why they spent the money developing Apps. Maybe they think if they only concentrate on those higher tier customers, it’ll increase their ROI. The data does show that people making $70,000/yr & up buy more through Apps. When I look at how much Apps can cost depending on who you get to build it of course, & what the App has in it, I can’t see how having other CTA’s on the 30sec spot itself wouldn’t increase your ROI.

  3. #3 by Doug Brown on February 8, 2012 - 6:18 pm

    Smartphones and their monthly data plans cost a pretty penny too. They’re definitely not within everyone’s budget. More grist for the mill there.

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