Byron Sharp
@ProfByron
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Professor of Marketing Science & Director @EhrenbergBass Institute, @UniversitySA . Tweets marketing, science, sceptical thinking.
Australia
Joined February 2009
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Great quote “Science is mostly right because it assumes it is wrong. Other areas of human thought are mostly wrong because they assume they're right.”
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From
@tomfgoodwin
“I’m amazed companies don’t consider the cost of running a meeting, & the cost of adding each extra person. Create a $3000 per hour meeting unnecessarily and nobody cares, but try to expense a mars bar from a hotel mini bar and finance are all over you.”
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The youngest millennials are 20-ish, the oldest 40-ish. Globally their main concerns over the next decade are very likely to be work, having kids, paying taxes, schools for their kids. A different picture than shown at most marketing conferences.
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Search advertising (which is huge chunk of what is called “digital”) isn’t like advertising at all. It’s physical availability.
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And gradually these sorts of marketers will be replaced by automation.
More than half of digital marketers are self-taught. Less than a quarter have formal degrees.
If your job post demands a "degree in marketing," I'd rethink that. How many amazing candidates are excluded with that (frankly irrelevant) requirement?
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Reminds me of… what Bain/McKinsey/BCG say they will do vs what actually will be done.
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Next time you hear someone declaring how reducing customer defection will catapult your business... remind them of this simple but amazing maths:
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“How Brands Grow” Advertising chapter sets out 5 ways advertising works, but this is the main way (last paragraph):
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Segmentation is fine. Let’s understand customer heterogeneity. But let’s not then target to exclude potential buyers.
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12 years ago the EhrenbergBass Institute issued this report on Marketing in a Recession. Currently completing new analysis.
@EhrenbergBass
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Professor Jenni Romaniuk asks why doesn't advertising work more often
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I once gave a presentation at Cannes titled “why creativity and reach are not optional”. In 2021 we still see the old idea that precision targeting can replace both.
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As marketers we should practice what we preach, by getting to know our consumers rather than preaching to them. Worth reading “Conmen and cults: The ways marketers delude themselves”
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Search is physical availability. Not advertising to build mental availability.
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It’s easy for amatuer (and professional) sociologists to think advertising is persuasive and manipulative. Until they have a reason to pay for some advertising themselves. Then suddenly suddenly it’s frustratingly weak.
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Mental Availability is not awareness | I should post this more often.
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Ask not what the brand evokes... ask what evokes the brand (see Romaniuk & Sharp on mental availability).
There’s probably a few hundred brands in your home. How many of their stated brand purposes do you know?
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It’s of little value to advertisers so it’s a sensible solution.
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I particularly like that years ago
@markritson
would have written the opposite. Everyone likes to think they are open-minded but few actually ever really change their minds. Kudos
Brands can take a lot more shit than most brand managers realise. Brands like
@benandjerrys
@porsche
@boohoo
and
@volvocars
show us that it's time to take more risks and worry less about brand image. Column below...
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Oh ouch. Another lesson why “brand purpose” is sweet intentions but is, so often, 12 year old thinking. Hey we were all once kids wanting to save the world and good kids today but….
#educationmatters
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Someone (or something) has hacked Philip Kotler’s linkedin account.
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So they are giving up on the car business?
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Have you ever been to a marketing conference and not heard “The future of marketing is X and you need to spend vastly more money on it” ? CRM, loyalty programs, customer satisfaction, mobile, content, influencers, hyper targeting... the list goes on.
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Q: How can I get a higher price without selling less?
A: Improve you service/product quality. Become easier to buy for more buyers (improve mental & physical/digital availability). Ideally do both.
#marketing
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@Evansgolf1John
@EcoSenseNow
@DarkRight2
There is a branch of science that studies predictions (eg see Journal of Forecasting). Interestingly, forecasting scientists have long criticised climate scientists’ predictions as not conforming to good practice.
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Programmatic – don’t believe the hype
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@acfou
@markritson
I don’t like your personal attack on Mark. You are clearly trying to shame him. If someone writes an article in the public domain they must accept that their ideas might be criticised. Mark criticised her ideas. We must not censor criticism.
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I believe I’m right in saying “How Brands Grow” contains no abstract statistics (eg beta coefficients) and no model outputs. All the evidence is simple, real-world, and easy for others to replicate/check. No tricky (trickster) stuff.
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Trying to quantify marketing returns has made some consultants rich but done little for the status of marketing.
It’s not a sensible exercise.
No one asks for the ROI of the finance department!
How much money will we make if we pay our CEO more? If…
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Seriously good tech (please don’t call this AI)
Man goes biking, flips his bike, hits his head, gets knocked out and doesn't regain consciousness until sometime during the ambulance ride.
Apple Watch detects the fall, autodials 911 with his location and EMS has him picked up and in the hospital in <30 minutes.
Incredible.
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It’s a staggering thought...around the world there are thousands who teach consumer behaviour, & many more in “insights departments” who offer to ‘explain’ buying behaviour, yet few are aware of the big patterns in consumer behaviour. First discover, then seek explanations.
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"Small brands are better than niche brands because they can become big"
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Why advertising is not about next month's sales
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If the objective of your advertising is to increase numbers of people google searching for you, then YES use share of search as an effectiveness metric.
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Advertising just got micro-personal – why we don't care
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Advertising causes sales even if a brands sales are flat. How can I say such an odd thing.....
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Why the Most Important Idea in Behavioral Decision-Making Is a Fallacy - Scientific American
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Marketers should be the most vocal supporters of trade, of advertising, of brands. They should be standing up proudly for the astonishing amount of choice that the modern market economy (yes, that’s capitalism) delivers. If don’t, who will?
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Millennials have short attention spans, they don't want TV/Movies, they want short video on their mobiles
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I need to tweet this regularly
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Don’t get me wrong. Differentiation (when it’s a real consumer benefit) can also be great. But people who think Distinctiveness and Differentiation are the same thing are muddled.
@tomfishburne
Because differentiating can be dangerous, even suicide. Whereas being distinctive (branded) is highly advantageous.
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"Statistically, you are more likely to complete Navy Seal Training than ever click on a banner ad."
Fabulous quote.
PS I’m not entirely convinced by the “research”.
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Our paper on the (severe) limits of marketing mix media models has been short-listed for Market Research Society medal. Yay.
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“It’s not about converting marketers to particular ideas, it’s about turning them into sceptical evidence-based thinkers, so they can truly think for themselves.”
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12 years ago I wrote “In sum, this is snake oil, fake science”. Net Promoter Score (NPS) Does Not Predict Growth
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This is sort of thing that gives research a bad name “The multimillion pound campaign is a result of research that shows millennials are more willing to spend money on experiences than material items”
EXCLUSIVE |
@CocaCola
to launch first multi-branded campaign which will run across Cola Classic, Diet Coke, Coca-Cola Zero Sugar, Sprite, Fanta and Dr Pepper:
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(PDF) What is Differentiation and How Does it Work ?
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From a CMO "I've realised that senior “growth managers” have no skills to distinguish science from opinion. Each piece of commentary that they encounter is given equal weight."
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And physical availability doesn't just mean bricks & mortar stores (seriously does this need to be said!)
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Ignorance more frequently begets confidence than does knowledge: it is those who know little, and not those who know much, who so positively assert that this or that problem will never be solved by science. Charles Darwin 1871
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Reminder: when someone says differentiation should lead to a higher price that this is simplistic. Yes a higher quality product will cost more to make and buy (eg Ortiz anchovies). But differentiation can also be in terms of lower quality and lower prices eg Aldi is probably
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I think someone is selling something. Using search as an ad effectiveness metric is fine if that was the purpose of your advertising. If not not. Surprised this even needs to be said.
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A govt ad designed to reduce sports gambling. It will have the opposite effect on those that see it.
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Sadly, there will be many in our profession who read this and wonder what your point is.
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Brilliant
I love it when packaging is as important as the product
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I have to retweet this again. It’s so worthy of retweeting…. PS it reminds me of marketers wanting to tell their buyers (who pay their salaries) about their brand purpose.
Celebrate your achievements with the absolute audacity of a Samsung washing machine.
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By “getting to know our customers” I mean what they actually buy, what they watch, how they live their lives, what they do.
As marketers we should practice what we preach, by getting to know our consumers rather than preaching to them. Worth reading “Conmen and cults: The ways marketers delude themselves”
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@BeachMilk
Police in China quickly shut down the free speech of the doctor who alerted the world to Coronavirus. People in China are pushing for free speech. Meanwhile in NZ....
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How Brands Grow signalled/supported a change from thinking of viewers and buyers (even in B2B) as rational and involved.
Page 145 How Brands Grow (Oxford University Press)
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What people say and what they do can be very different. So it’s likely that brand purpose initiatives won’t pay off.
Amazon proves consumers are choosing easy over ethical "‘Meaningful marketing’ was meant to be on-trend but do the majority of consumers truly care?" from
@MrHarryLang
#amazon
#ethics
#ecommerce
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In more than 40% of cases, leading brands actually do better among under 25-year-old consumers ”
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@Joe__Bassey
We are all from Africa. Some have ancestors who took a bit of a wander afterwards but we are still all from Africa.
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Mental availability is not salience etc
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@paulmarkbailey
@WARCEditors
Seriously. This is like measuring temperature with a microphone.
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I’ve yet to meet a marketing team into a particular purpose agenda (global warming, gender pay gap, etc) that were seriously on top of the evidence. One day this lovely event will happen and I will welcome it.
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Business people are supposed to be "hard headed", hard to con. Yet too often research reports are accepted when they are based on proprietary data, hidden analyses, with no independent peer review, and results that are financially advantageous for the authors.
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Note that people in marketing are less diverse in their views than Daily Mail readers! Or members of the armed forces. “Marketing… it’s a cult” isn’t quite the badge we want for our profession.
Do 'generations' exist?
'Course, depends on how you measure.
Harry Guild at
@BBHLabs
show that generations are more heterogeneous than, say, people who floss.
So be cautious with your generational generalities.
More at
#MarketingTwitter
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Marketing Moments of the Decade…. the launch of How Brands Grow is featured ahead of the launch of Instagram in 2010….early Christmas present for me.
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Excellent article by Tom Roach
ROI/ROAS is appropriate to judge physical availability efforts ie trying to catch those just about to buy (misleadingly called activation).
Terrible metrics to judge efforts to maintain/nudge mental availability.
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@markritson
I agree. Truly awful. If Harvard Business Review were a medical journal they would regularly feature articles praising homeopathy, burying cats under a full moon etc.
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Yes paid search is not advertising (which has as its main job building mental availability). Search is like shelf space. It’s to improve purchase availability.
Display on retailer, broker, and review sites is the same as paid search.
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Psycho babble. Embarrassing for marketing and market research community.
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Still the case today.
Search advertising (which is huge chunk of what is called “digital”) isn’t like advertising at all. It’s physical availability.
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For those interested in ROI as a marketing metric. “ROI can send you broke”
From university textbook
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A reminder that most ad exposures are fleeting but that’s ok. It’s long been true. Advertising can still work.
how can
#digitaladvertising
work when consumers don't pay much
#attention
? They increase
#brand
#consideration
and
#choice
#brandbuilding
#lowattention
@yakovbart
@ProfByron
@markritson
@bruceclarkprof
@EhrenbergBass
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Brand personalities:
Mini = fun? Maybe people buy more Mini's because of this?
Do VW and/or Toyota have personalities? If they do I can't think what they are. And, they sell more cars than Mini (or BMW group).
Does having a 'personality' really matter for most brands?
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“If you want to increase your price without losing volume then improve your product quality, or increase your physical & mental availability, ideally do both” Byron Sharp
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Sometimes I do wonder if people have actually read How Brands Grow, or only heard snippets from other people. Have to smile reading the last couple of paragraphs of this article... the "new" strategy is to continue to run the existing TV ads
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Such an important and little understood fact. Trade brought about a fundamental shift in human relations, from hostility towards strangers to seeing them as potential trade partners.
It’s easy to hate the concept of money, but we can’t disregard its powerful influence in connecting people. From Yuval Noah Harari.
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This will redefine marketing as we know it.
H&M launches clothes recycling island on Animal Crossing featuring Maisie Williams
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Practitioners regularly portray academics as “theoretical” but over my career in & out of academia I see both equally love theorising “sound of their own voices” rather than thinking up hard empirical tests. I guess it’s what comes most naturally to humans.
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