Anyone in marketing appreciates just how stressful getting campaigns to market can be without the right tools, processes and people in place. The ability to adapt quickly and harness topical opportunities has become integral to keeping marketing fresh and culturally relevant. The strategic and creative ideas are usually flowing the minute the opportunity is identified, but demand for a wide range of assets usually outstrips a team’s ability to deliver within a short space of time. 

Getting a planned campaign ready for launch globally can also be a headache in itself. Many brands still have to liaise with multiple agencies in multiple countries and it can become a logistical nightmare, with time constraints, brand inconsistencies and spiralling costs. Here we outline the core skills, tools and processes needed to ensure that campaigns go to market without a hitch – no matter if they’re designed for a worldwide audience or are put together at the last minute. 

The right people…

Strategic

Knowing what needs to be said, who it needs to be said to, and where and how it will be broadcast is an essential directive for any successful marketing campaign. Its prospects can often live or die based on the strategic direction it is founded on – and how effectively this can be translated to those responsible for executing it.

Your strategic marketing specialists (be they in-house or a supporting agency) will need to be able to efficiently establish the core components of this campaign, namely:

• What is the overall objective or goal of this campaign?
• Who is the target audience this is aimed towards?
• What is the concept or creative behind this campaign?
• Which channels will you utilise to reach your intended audience?
• How will you schedule the various assets of this campaign?
• How will you measure the effectiveness of the campaign?

Rushing to find answers for these is a recipe for disaster, even when campaigns need to be turned around quickly. Instead, it is crucial your strategic marketers establish streamlined processes and have access to effective tools to swiftly communicate their vision to those responsible for creating the necessary assets. This could include:

• Establishing point-persons who will act as a bridge between strategy and creative execution, helping to keep communication regular and uncluttered
• Developing internal templates for processes like audience personas, available channels, content calendars, etc. – storing these in a single destination will allow your strategists to have a useful starting point for all campaign-related discussions
• Giving your strategic marketers a birds-eye view of campaign planning and delivery through a collective online portal – this allows everyone to organise, monitor and review campaigns in real-time, as well as proactively make updates where required

Creative execution

With the strategy in place and working efficiently, it is just as vital that those responsible for the creative execution of the campaign have the systems in place to turn around work quickly with no complications.

So how can this stage be streamlined? One way is by empowering your entire workforce with the tools required to create assets. Now not everyone is blessed with a gift for design, and no organisation wants low-quality materials to be sent to their customers (even if they are against the clock). But, with all-encompassing tools like BAM by Papirfly™, creating studio-quality assets no longer requires specialist support.

By providing your team with easy-to-use design software and customisable templates, they will be capable of creating materials for a wide variety of channels – social media, video, brochures, displays – the possibilities are endless. This allows you to build the layers of your campaign in-house and efficiently get them published, which is critical when campaigns have a strict deadline to meet.

This also helps overcome the issue of agency dependence. While these organisations can play a big role in establishing the branding, designs and overall strategic direction for your company, it is unlikely they would be in a position to turn around campaign assets at the same speed which your in-house team could accomplish this. Logistical barriers and their commitments to other clients could stand in the way of that.

The right tools…

While you can’t beat a good planning session by putting pen to paper, ultimately delivery relies heavily on technology. Calendars, creative tools and marketing automation all play a critical role in getting campaigns to market. What’s great about tools nowadays is that the interfaces are typically friendly, and you get training to help you get to grips with it, so even the most technically challenged can learn new skills very quickly. 

Here are four must-have tools to get campaigns to market quicker:

Creative templates

While there are many ‘template’ tools available online, this is not what we’re suggesting you press on with. Intelligent and dynamic design templates on the other hand, which are predefined in line with your brand guidelines, take much of the stress and manual work out of creating studio-standard designs. Easily adapt creatives for different digital and print formats, switch out text and imagery, instantly produce assets for different sub-brands – the list goes on. 

Localisation and translation 

When campaigns are created by a central agency and then distributed to other countries, local agencies can often be tempted to go beyond what they’ve been asked. Moving logos, not using signed off imagery, changing colours of logos and layouts. Having a tool that centralises localisation and translation reduces the dependency on multiple agencies and makes sure nothing goes out looking less than perfect. Our BAM portal allows you to switch out the translated text for different territories, introduce culturally appropriate imagery and takes into account many other factors that differ from place to place.

Campaign planner

Having a visual campaign planner allows you to stay ahead of the game, plan in advance and see all the marketing activity that’s going on in one easy-to-understand snapshot. It’s just one moving part in a plethora of activities, but it’s the ultimate source of truth for what marketing is taking place in the coming months – keeping teams aligned and in control.

Centralised DAM

There’s nothing worse than different teams and employees saving files in different places. Whether it’s a centralised server, on their Google Drive or desktop, every brand should be utilising a centralised DAM. 

With everyone having access to only the latest files and marketing campaign materials, the whole team has access to the most up-to-date and approved artwork. This prevents duplication of effort and allows for easy distribution internally and externally.  

The right processes…

The success of having the right team, the best campaigns and all the wonderful tools at your disposal hinges on your internal processes and project management. Not every marketing team has the luxury of a dedicated project management team, but there are a few key processes that must run like clockwork in order to keep everything running smoothly. There are many more in between, but for us, these are the cornerstones.  

A comprehensive brief

Every task requires a brief in some capacity. But where you are taking global campaigns to market, it’s important that briefing is both delivered verbally to allow for questions and further discussion, and then followed up with a written summary of what has been communicated. Where teams are time-poor and unable to provide a comprehensive write-up, consider recording your briefs so that creatives or marketers can revisit certain areas for clarification. It also places accountability should anything be briefed in incorrectly. 

Plan your workflows

Your marketing team can run like a well-oiled machine most of the time. Aside from the inevitable odd curveball that will be thrown in from time to time, knowing how your workflows operate will provide much greater clarity in how to deliver a project. This means understanding who has the responsibility and skills to produce what, who needs input at which stage, who is responsible for sign-offs and how. There are many moving parts to any workflow, if others feed in at different stages, consider using a centralised tool or DAM where these can be made available. This will ensure everyone’s on the same page.

Implement an approvals process

There’s nothing that makes your heart sink like a piece of artwork going to print with the wrong information or a typo on it. Ensure you have a robust approval workflows process in place to avoid any unwanted surprises and make sure everything that leaves your office is of the highest quality. 

Getting campaigns to market doesn’t have to be stressful

We can’t avoid last-minute amends and issues, but by giving your team the best possible toolkit to deliver as effectively as they can, you enable them to bring campaigns to market much quicker. 

BAM by Papirfly™ is the all-in-one tool for getting campaigns to market and features everything we’ve discussed in this article and more. You can book a demo or a chat with one of our team.

Working in marketing can be one of the most rewarding careers in the world – if you work for the right company that is. Too often companies portray exceptional employer brands, but once the new employee scratches the surface, they realise they have been mis-sold or have made a big mistake.

Likewise, talent can pull the wool over the eyes of some hiring managers and turn out to be something entirely different to what they signed up for.

We’ve scoured high and low to bring you all the red flags from both sides of the hiring desk. So whether you’re moving to your next role or hiring for the next big thing, make sure you don’t miss these warning signs.

Identifying 10 red flags:For an interviewee..

#1 How you are welcomed

If you are attending an in-person interview and it takes a while for you to be greeted, it could be that you happen to arrive on an exceptionally busy day. Make yourself seen and known so that your hiring manager knows you’re here. If nobody seems prepared for your arrival or there is confusion before you are directed to the right place, it could be a red flag that the hiring process generally will be quite disorganised. 

#2 If the interview gets cancelled last minute

If your virtual or in-person meeting gets cancelled last minute, it could be an insight into what the company is like – unreliable or chaotic. Of course, genuine emergencies can’t be helped, but if no decent explanation is given or a follow-up date for rescheduling, this could mean you have had a lucky escape. 

#3 The list of duties as part of the role is messy and unclear

When asking questions about the role, if the hiring manager is vague or evasive about your specific queries, then it could be that:

• The wrong person is interviewing you/the right one was too busy. 
• The role isn’t yet clearly defined, which leaves your responsibilities in question and open to change. 

As a prospective employee, you should have a clear idea of what you’re being brought in to achieve. Marketing can be a chaotic industry as it is – without knowing your boundaries, limitations and outline responsibilities of the job, you’re almost already set up to fail. 

#4 The hiring manager isn’t prepared

While we all have off days and busy days, if the person interviewing you is totally unprepared for the interview, it could suggest that they are overworked. Of course, hiring for the department (interviewing you) could help to resolve this, but not having time to prepare for an interview could suggest an unhealthy attitude towards workloads and burnout. 

#5 Salary expectations are asked about before they’re shared

Hopefully you will have an idea of the salary before having applied, but if you are in an interview without this knowledge, and the interviewer asks what your expectations are, this could be a potential red flag.

By purposely leaving the salary off the description and asking you about your expectations, they are putting themselves in an advantageous position to negotiate – and leaving you in a vulnerable position in terms of finances.

#6 The salary offered is much lower than the marketing industry standard

If the salary doesn’t match your expectations then hopefully you won’t put yourself forward for the role in the first place. If, however, the role sounds ideal for your skill-set but the salary doesn’t match what’s being asked, you should see if there is any room to negotiate.

If the employer flatly refuses (even after being shown comparable roles for a higher salary and after you’ve proven your worth), then don’t bother taking the application any further.

#7 The job entails a lot more than what’s in the job description

A vague job description can leave you with more questions than it does answers. Make sure you expand on the bullet points in the interview process so you have an exact idea of what’s expected of you. Often, blanket statements are used to cover a wide-ranging remit that doesn’t always match what you’ve read.

If you scratch the surface of the role and uncover a whole new side you were unaware of, proceed with caution. It could be that the employer has melded multiple roles into one and that their overall expectations are unrealistic.

#8 There’s no clear hierarchy or area of support

Many companies going through a period of growth may make it clear that the structure is adapting to the needs of the company. But if you aren’t given a clear outline of who you are reporting to, take this as a big warning. It’s likely you could be left to fend for yourself and be without support if the interviewer is unable to answer your questions.

#9 They are entirely married to the technology or software they use

If you have successfully used a piece of software to do your job or completed training in a particular technology, the hiring manager should be inquisitive and interested in this, even if it’s not something their company actively uses. If the company dismisses a skill or piece of software without real reason, then it could allude to an outdated or close-minded approach.

#10 The employer is openly negative about the person you are replacing

Always ask how the role came about. Are you replacing someone? Is the team growing? Will this role exist in 5 years? If they are replacing someone, tactfully try and discover why they are leaving/did leave.

If the employer is vocal or overshares with you, then it’s a warning that the company isn’t very professional. Try not to get caught up in the gossip, as it could very well be you they are talking about in the future should you choose to take the job (you shouldn’t!).

3 common misconceptions: Interviewee

Be inquisitive and ask questions that are of genuine interest to you – but don’t ask questions for the sake of it. The interview should flow naturally, with both sides of the hiring desk steering the conversation at certain points. 

Try not to come prepared with a list of questions. Instead, think about what’s left for you to know on the day – it will be more authentic and more beneficial for you.

Lots of marketing buzzwords have a short shelf-life, and some companies downright hate them. Read through the company’s website prior to your interview to try and get an idea of their tone of voice. Although this won’t necessarily be employee-facing, it may help you to place what their expectations may be in terms of language and interview style. 

If you’re applying to a creative agency, the dress code is likely to be a lot less formal than a traditional interview, but always check out the website first or ask the question to your hiring manager if you’re unsure.

Sometimes turning up in a suit when a smart shirt and jeans would have sufficed could be enough to give a creative employer a bad impression – not because you did anything wrong, but because you missed the ‘vibe’ and ‘culture’ of the agency.

For more corporate in-house roles, smarter is always better, but always double-check with your recruiter to avoid any embarrassment.

Identifying 8 red flags: For an interviewer…

#1 Vague answers to questions you’re asking

A good marketer can sell anything, but if what they’re saying is all shine and no substance, this could be a warning that their real-life skill set doesn’t match what they’ve put down on paper. 

Where a candidate talks about a particular skill, ask scenario-based questions that will give you a better understanding of their knowledge. If their language is loose, vague and evasive, they might not be the right fit or could be more junior than they think.

#2 They don’t sell themselves well

While not every marketing role will mean directly selling, it’s important that the candidate is confident in what they’re talking about. Now this doesn’t mean there isn’t room for nerves or a bit of anxiety, but if the candidate isn’t able to talk consistently or comfortably about themselves – a subject they know the most about – this could mean that they will struggle in their day-to-day role.

#3 They talk too much about other offers

If a candidate is repeatedly name dropping other companies that are interested in them, they are angling for you to get competitive – usually with financial incentives. While mentioning who they are interviewing with (when asked) is perfectly acceptable, commandeering the interview to be about all their different job offers could mean they don’t see loyalty as a useful trait.

#4 They haven’t researched what the company does

While not everyone will spend hours researching what it is your company does, it’s important that the candidate grasps what you do at even a most basic level and can explain what it is your brand is with ease.

Why is this important? Because how could a candidate possibly be ready to start a career at a company they know nothing about – and contribute to the marketing department effectively?

#5 They use a lot of marketing buzzwords without going into detail

While a high-level knowledge of certain tools, terminology and processes will always shine through naturally in conversations, if a candidate is forcing in language that doesn’t quite fit with the conversation you’re having, it could be a red flag that they are trying to get the role without truly understanding what it entails.

If they use particular words frequently, politely probe them on the terminology to ensure they understand. It may sound a little extreme at the interview stage, but if a candidate isn’t honest at this early part of the process, it doesn’t bode well for the rest of the application.

#6 They are set in their ways about how they do things

Part of hiring new talent is the hope that they bring with them new ideas, ways of working and initiatives – but they also need to be open to the way your company and brand function. If they come across as close-minded or refuse to acknowledge other ways of working, this could cause huge problems further down the line.

#7 If they are late and they don’t call or email ahead to explain why

Being late to an interview is forgivable, but a candidate not having a level of courtesy to inform the potential employer that they are running late could be seen as a warning sign.

The world of marketing is fast-paced and spare time is low, so if a candidate turns up more than 5 or 10 minutes late without calling or emailing ahead, this could be interpreted as them not caring too much about whether they get the role.

#8 They don’t ask any questions about the role

Not every candidate needs to be armed with a thousand questions, but demonstrating an active interest in the role by asking the odd question here and there shows they are genuinely engaged in the conversation. 

Likewise, if the candidate leaves all their questions until the end – when you ask them if they have any – they may be pre-calculated, as opposed to genuine questions that have arisen as an outcome of the interview.

3 common misconceptions: Interviewer

It’s not uncommon for marketing roles to be contracted. These can be anything from 3 months to 3 years. Most candidates will state when they were contracted on their CV, but if they don’t, don’t write them off immediately, as their placement may only have been for a short time or maternity cover.

While ideal candidates should be open to doing tasks or providing an additional layer to their application, some companies have been known to take advantage of prospects by asking for too much.

If a candidate isn’t keen on doing a presentation, speak to them about their concerns and assure them of your way of working. Also, make sure each stage of the hiring process (including any presentations or tasks) is made clear at the beginning of an application stage.

A career is for fulfilment as well as financial remuneration, but the reality is that job satisfaction doesn’t pay the bills. Candidates are well within their right to ask about salary brackets and progression. If anything, it shows they are seriously considering the role, but that this might be the final barrier.

Some of these red flags are common, others less so…

Regardless of which side of the desk you sit, it’s important to continually assess your next step – whether that’s a marketing role promotion or growing your team. Recruitment and finding a new job is a difficult process, so we hope this article has helped shed some light on what to avoid.

2020 was a year packed with unprecedented challenges for CMOs and marketing teams worldwide. The COVID-19 pandemic and the ramifications this had on consumer behaviour caused brands in all industries to adapt their approaches on the fly, while often having to contend with restricted budgets.

Following the first few months of 2021, many of those challenges remain. COVID-19 is still with us. The economy continues to fluctuate. The only certainty at the moment is constant uncertainty.

This arguably makes the work of CMOs both more important and more difficult than ever before. With many still hindered by budget cuts and getting to grips with this new reality, there is a pressing need for clearly defined goals to maximise the potential of this next quarter and to set a strong foundation for the future.

If this is a situation you find yourself in, our Global Sales Director Justin Diver has identified 4 critical areas that CMOs should focus their attention to in the coming quarter to reap the greatest benefits now and going forward.

4 priorities for CMOs in 2021

• Make digital transformation a core focus
• Explore technology that can deliver more for less
• Build stronger bonds with your existing customers
• Lead the charge on empathetic, cause-driven marketing

1. Make digital transformation a core focus

Digital marketing is nothing new, it has been a priority area for marketing teams for several years – but now the pressure to present the best possible digital experience to customers is overwhelming.

The availability of physical stores and premises is guided by COVID-19 regulations and, with no real certainty over when these will disappear entirely, they have to be disregarded for at least the next quarter.

Instead, the priority of CMOs is to deliver a better, more cohesive digital experience to consumers. This is reflected in a recent survey by Gartner, which revealed that 51% of CMOs plan to focus on these experiences heavily in 2021, and 48% intend to introduce new digital sales and service channels as part of their offering.

With consumers limited in how they can interact with brands, the onus is on brands to make these touchpoints as engaging and seamless as possible. Because, any negative experiences quickly lead to a loss of brand loyalty.

Around 65% of consumers will switch to a competitor after they have 1-2 poor experiences with a brand – 88% will switch after 1-3 bad experiences (CCW)

What does this mean in practice for CMOs? It means now is the time to evaluate their existing digital platforms, identify any areas of weakness, and determine opportunities that will improve these channels for their consumers:

• Audit your digital channels and assess the user experience they offer
• Confirm that all messages and collateral going out online is consistent with your brand’s identity
• Explore the potential to extend your research on social media platforms
• Examine if you know enough about your consumers’ online habits, and if there are ways you can find out more
• Investigate and test digital strategies – artificial intelligence, customer loyalty programs, virtual sales, virtual conferences, voice of customer programs, etc.

Fundamentally, it is vital that any CMOs who still think of e-commerce as a nice-to-have use the next quarter to revise their opinion. Especially in the current landscape, it is now central to the overall customer journey, but it won’t end when COVID-19 is in our rear-view mirror – these events will shape customers’ expectations in the long term.

This is why CMOs must prioritise cementing their digital strategy. However, be selective with what areas you focus on. Gartner’s survey identified that many CMOs were interested in rescaling or reinventing many of their digital strategies during 2021, but the time, effort and resources this takes would be unfeasible. The end results would be an overstressed and overworked marketing team, and a muddled, incohesive approach.

Instead, as CMO, your responsibility is to identify the areas of your brand’s digital platform where you can make the biggest positive transformation or drive the greatest return on investment, based on your understanding of your customers and industry.

2. Explore technology that can deliver more for less

In order to best manage this difficult balancing act, CMOs should explore the potential of technologies that will enable them to produce more content and meet the growing expectations of customers while minimising expenditure.

Marketing spend in 2022 is predicted to be 30% smaller than at the end of 2019 (Forrester)

This could include software that improves your team’s workflow like Zapier, all-encompassing marketing automation tools like Hubspot, or a platform that richly enhances your team’s ability to produce a vast number of on-brand assets in-house like BAM by Papirfly™.

Regardless of what technologies you look into, the core message is that it’s time for CMOs to introduce ways they can continue to enhance the strength of their brand and meet their KPIs, while helping their organisation save time and money during this challenging period.

In addition, look at opportunities to consolidate your existing tools and software where possible in your bid to balance the books. Rather than spend heavily on a range of separate, single-function tools, focus on software that is multi-purpose and can streamline the way your team works.

3. Build stronger bonds with your existing customers

It can cost companies up to 7 times more to acquire new customers than retain their existing customers (Neil Patel)

In Gartner’s survey, they identified that CMOs will prioritise their existing customers, whether that is promoting their existing range of products and services, or introducing new offerings for repeat consumers.

There is a lot of logic behind this technique. Again, with budgets tight and the means of reaching new customers restricted to the crowded digital domain, the most cost-efficient approach would be to drive more business from your existing audience. It is true that a brand’s most loyal 10% of customers will spend up to 3 times more than the other 90%.

It is a low-risk stance that can potentially reap great results in this time of uncertainty. But, what can CMOs do this quarter to help enhance their relationship with their current customers to keep them returning for more?

• Prioritise consistency across all marketing materials – anything that fails to reflect the identity you’ve established across your customer base could result in a loss of trust
• Introduce customer loyalty programs and time-based discounts to encourage repeat business from your most loyal customers
• Assess your current customer service process and whether it is fulfilling the needs and expectations of your audience
• Focus your budgets towards remarketing efforts for your customers and those you have on record, but might have dropped off for a while

By focusing your efforts on making the experience for existing customers as engaging and reassuring as possible, your organisation can harness their greater spending power to keep revenue coming in during this period, before adjusting to the pursuit of new customers when the future feels more secure. 

Plus, taking these steps now will help new customers feel welcomed and increase the likelihood of them sticking around when they engage your business.

Ensure that this approach is driven by data, and not just risk aversion. If there are significant reservations about your existing audience’s ability to generate enough revenue in accordance with your company’s aspirations, then your strategy should pivot towards attracting more awareness towards your brand.

4. Lead the charge on empathetic, cause-driven marketing

How brands responded to COVID-19, as well as major societal movements like Black Lives Matter, had a powerful bearing on how current and prospective customers view them today. At a time where people are becoming increasingly sceptical of advertising, the media and politics, they are seeking reassurance that the brands they engage with share their values.

Arguably more than at any other point in history, consumers expect brands to have a voice during these incidents, and to practice what they preach in terms of their purpose and values:

68% of consumers expect brands to be clear about their values
46% of Millennial customers expect brands to be brave with their views
54% of consumers expect brands to be actively involved in social conversations
(Kantar)

On top of this, research suggests that consumers are willing to pay more for brands that they consider ethical, or at least in alignment with their own outlook on these important issues.

This means the days of watching in silence to avoid offending certain customers are over. In fact, staying silent can potentially be more damaging to your brand. Particularly among younger audiences, silence speaks louder than any words can, and they would show more respect to brands that take a clear stance on matters.

How should CMOs address this factor in the next quarter and beyond? Above all else, it will be their responsibility to craft and guide their organisations on how they should react to these events when they emerge, and what action they take in the aftermath.

This will obviously depend on your brand’s unique values and identity – you won’t always believe that your company should have a stance on the matter. But, if your brand prides itself on its environmental credentials, people will anticipate you to have a say on climate change. If you promote diversity and inclusion, they will expect a statement or response on movements like Black Lives Matter.

As CMO, you should spearhead any cause-driven marketing your brand pursues, ensuring that everything created is tactful, authentic, and perfectly aligned with your values. If it doesn’t meet these key criteria, it is very possible for your empathetic marketing to generate the wrong kind of emotions – as numerous brands have demonstrated in the past…

Make discovering BAM by Papirfly™ your next priority

We hope that Justin’s insights will benefit your brand and your overall marketing efforts in the coming quarter and beyond, as we continue to live in a time of uncertainty. One thing is clear though for CMOs in this challenging landscape – the need to generate consistent collateral is as pressing as ever, even if budgets are tighter than before.

BAM by Papirfly™ can make all the difference in overcoming this hurdle and helping you achieve your priorities for the short and long-term futures. Gain everything your team needs to create, share and store an infinite number of on-brand assets in-house, across all platforms, with no design expertise necessary. All in one platform, with one single license fee.

Find out how BAM can help you fulfil and exceed your content production objectives – and so much more – by talking to our team today.

Print is dead. TV ads aren’t as effective anymore. QR codes are outdated.

There were hundreds of articles pre-pandemic claiming that anything non-AI, big data or digitally driven was seeing its demise. What we now know though, is while digital reigns supreme, there’s a firm place in the world for the more simplistic and traditional marketing methods.

In this article, we will explore which channels managed to be revived at a time when the world was on pause.

Direct mail

When promotional materials fall through the door, their journey to the recycling bin isn’t usually far behind. Historically, there has never been the time to sit and digest a sales message that hasn’t shown immediate relevance.

But during the pandemic something happened. We were at home a lot more. We had much less to do and bundles of time on our hands.

People didn’t mind reading for a little longer or looking into a product more deeply.

While direct mail isn’t as cost-effective compared to its digital counterpart, it can cut through the noise and literally land in front of your audience’s eyes, in their home, when the dwell time could be substantial.

There are four key things to keep in mind if you’re going to bring direct mail into your marketing mix:

#1 Consider sustainability and using appropriate materials

#2 Think about how you can connect this direct mail piece to a digital channel (a dedicated URL, unique discount code – that kind of thing)

#3 How are you going to utilise local data or personalisation to make your mail feel more relevant?

#4 How the direct mail piece will influence brand perception – ensure the quality is matched to your values

Direct mail is…

• Highly targeted
• Tangible and credible
• An opportunity for high dwell time

Newspaper advertising

While the attitudes towards newspaper advertising closely mirror that of direct mail, it has transformed during the pandemic. It doesn’t feel as intrusive. In fact, it’s quite the opposite.

We are consuming more news, seeking more distractions and craving entertainment. If your ad interrupts in a powerful or humorous way, your audience is going to make a positive connection.

The trouble is that the newspaper industry had already been in steady decline pre-2020, even with digitising ad revenues. Advertisers pulled out on deals collectively worth billions. And while everyday purchases were down on physical copies, subscriptions on the whole were up.

Those who did stay may not have achieved the distribution reach they would have hoped for (and they may have also been berated for their decision not to pull out). But they would have turned up to a more engaged audience. They would have shown their face during a difficult time to deliver a powerful message to someone that wanted to read it – albeit fewer of them.

What the pandemic has shown is the value of traditional newspaper advertising. Digital sales may help keep them afloat, but the interruption it causes to the user experience of the digital editions can become detrimental.

Newspaper advertising offers a usually welcome break from the news of the world. While others were busy pulling out cautiously (and understandably), other brands were forging connections by turning up when others wouldn’t – and customers won’t forget that.

Newspaper advertising has…

• A high audience reach
• Tangibility and credibility
• High geographic concentration

TV advertising

It’s safe to say that the narratives from brands during the pandemic were a little repetitive. This is a fair statement to make because there was a lot of uncertainty, and people needed to know there was some form of uniformity and consistency.

Much like newspapers and direct mail, TV ads became a welcome form of distraction. People were curious what brands were going to say next, how they were going to respond to the crisis, and how they were going to try and help those who needed it.

TV ads that are humorous, emotional or boast virality will always come out on top. But what we can learn from the pandemic is that if an audience really cares about the topic, they will listen to what you have to say.

Long-winded narratives and storytelling can fare well at Christmas, but sometimes getting to the point, being black-and-white and telling people what they need to hear can be a winner.

TV advertising…

• More space and time to be creative
• Can be flexible around your budget
• Captures attention

QR codes

There’s a lot of debate about whether the QR code is really here to stay. Its safety is being questioned. Marketers aren’t convinced. But one thing has been forgotten.

The once-dying format has become commonplace in many societies. What was once considered an inconvenience is now very much welcomed. Whether it’s checking in to a location, retrieving a menu or obtaining a COVID certificate, QR codes aren’t just known to younger generations now.

Whether or not the QR remains to be used in marketing remains to be seen, but what it does teach us is that people are open to exploring new formats, technology and ideas when it benefits them. In the meantime, we expect to see brands continue to use the codes in communication while the pandemic continues to keep it in everyday life.

QR codes…

• Quick to communicate information
• Cheap and easy to do
• Many age groups are familiar

Rough-cut videos

If you brought a recording of Brenda from sales in her living room to the content meeting pre-pandemic, you would have probably been laughed out of the room.

Slick, professional production was where the bar was set and left in 2019. Now we see global brands embracing less polished recordings.

While this was born out of necessity (and lack of professional equipment/availability), it inspired countless teams to get behind the camera and start creating content. And guess what? People liked it.

There was something about big brands dropping the white-collar facade and showing normal faces behind the scenes that helped to humanise them for customers.

We don’t imagine the typical Zoom recording to take over from professionally cut videos. But we do see companies being more comfortable in trusting their employees to generate their own content in the future.

Brand consistency will always be important, but perhaps the guidelines for these rough-cut videos will help to loosen them in the future.

Rough-cut video…

• Less production needed
• Can be recorded anywhere by anyone
• More authentic

Should you be embracing these revivals?

This will always depend on the nature of your brand and business. What we do encourage is to not be scared of these formats and to avoid following the crowd in uncertainty if you’re sure you can make gains going against the grain.

BAM is helping brands create digital, print and video content from anywhere in the world. No reliance on agencies, infinite professional outputs delivered by anyone.

To change the way you do marketing forever, find out more about BAM by Papirfly™ or book your demo today.

25th May 2018. A day that transformed the way that marketing teams across Europe and beyond handle their customers’ data.

Since its inception, GDPR (The General Data Protection Regulation) has compelled companies globally to take tighter precautions over how they request, use and protect people’s personal data. This applies to any organisation that collects data from people in the EU – with the backing of harsh fines for anyone that strays outside its regulations.

Marketers have felt the impact of GDPR more than most. Whether it’s building a database of prospects for an email marketing campaign, or producing personalised portals for customers, these teams are often responsible for capturing and managing a lot of personal data.

Therefore, it was somewhat concerning that prior to the law coming into effect, 41% of marketers admitted to not fully understanding the law or best practice for using personal data.

For anyone still in that situation, this article will reemphasise the importance of GDPR, and outline the ways global marketing teams can secure long-term compliance.

Understanding the importance of GDPR in marketing

In today’s data-driven world, it is no wonder that personal data is considered more valuable than oil. It directs the ways that brands communicate with their audience and set themselves apart from their competition. Personal data informs:

• Improved customer experiences
• Clearer marketing strategies and objectives
• Targeted campaigns
• Personalised messages

The value of personal data is undisputed in marketing – and this makes achieving GDPR compliance essential as, without it, the benefits that this data offers can be replaced by hefty financial penalties.

The maximum fine that a company can receive for failing to keep records in order or data breaches is 4% of their annual turnover, or €20 million – whichever is greater. This isn’t an idle threat either, as many brands have fallen victim to this over the years:

• British Airways was forced to pay over €26 million for a 2018 data breach affecting 420,000 customers and employees
• H&M was fined €35 million for keeping illegal surveillance of several hundred employees
• Wind received a €17 million fine for several instances of unlawful data processing related to direct marketing

While the scale of these fines can have an immediate crippling impact on organisations, the ramifications on a brand’s reputation following a data breach or GDPR fine can be even more devastating. It takes a long time to build customer loyalty, but incidents such as the above can cause it to crumble in an instant.

57% of consumers don’t trust brands to use their data responsibly (CIM)

So for marketing teams, who often rely heavily on customers’ data to inform strategies and produce more targeted, focused campaigns, failure to comply with GDPR doesn’t just put you at risk of massive fines – it can destroy the trust you have established with your audience.

The international reach of GDPR

Furthermore, as highlighted earlier, GDPR does not simply apply to companies based in Europe. Any organisation that collects personal data from customers in the EU can find themselves subject to the same penalties if they breach GDPR.

This was reemphasised in a Court of Justice of the European Union ruling in June 2021, which ruled that U.S.-based companies Google, Twitter and Apple – who all have their European headquarters in Dublin – can be taken to court by any national data protection authority if there are cross-border data processing activities.

Put simply, this means that just because these brands are based in Dublin, it is not Ireland’s data protection regulators that can investigate and challenge them for breaching GDPR. Any country can do so on behalf of their nation’s customers.

Even if your company sells products online to customers in the EU without having a physical presence in the EU, you must designate a national data protection authority to represent you in the EU to ensure you comply with GDPR.

Moreover, in the UK, although no longer part of the EU after Brexit, the country will maintain an “EU-equivalent level” of personal data protection, as this is necessary to maintain the free, uninhibited flow of data between the UK and EU.

Therefore, regardless of where marketing teams are based, if they have locations in the EU or interact with customers from these countries, maintaining compliance with GDPR is crucial to avoiding any future issues.

What do marketing teams need to know about GDPR?

On the surface, GDPR regulations can appear complex and daunting. So here we’ll cut through the details and concentrate on the information that marketers need to worry about.

First, let’s start with a key question – what is personal data? According to GDPR, personal data encompasses anything that could be used to identify a person, either directly or indirectly. This includes:

• Names
• Email addresses
• Phone numbers
• Home adress
• Local information
• ID numbers
• IP addresses
• Usernames and online pseudonyms

In order to lawfully process this personal data under GDPR, companies have to fulfil one of the six legally accepted reasons to do so:

• Consent
• Contractual necessity
• Compliance with legal obligations
• Vital interests
• Public interests
• Legitimate interests

Consent is the most actively employed of these reasons by marketing teams (although legitimate interests may apply to some direct marketing activity). Here, it is crucial that consent is always freely given and never assumed – consumers must be aware of who you are, why you want their data, and how it will be used.

This information has to be clear, and it has to be the consumer’s choice whether they share their personal data with an organisation. This means you cannot:

• Use automatic opt-in functions
• Use a pre-ticked opt-in box
• Use confusing or misleading language in your privacy policy
• Bundle multiple activities into one consent form – consent must be attained for each separate activity

Furthermore, it must be just as straightforward and clear for customers to withdraw their consent as it is to grant it. Whether this is the inclusion of an unsubscribe button on email newsletters, or direct correspondence asking to have personal data erased from a company’s records, marketing teams must take efforts to uphold a person’s “right to be forgotten.”

5 tips for marketers to secure GDPR compliance

1. Be transparent about data collection

First, as discussed earlier, it is crucial that customers are aware of the data you are collecting from them and what the data will be used for. Consent must be clear, explicit and unambiguous – anything less can land companies in hot water.

To ensure complete transparency over data collection, consider the following:

• Is your website’s privacy policy up-to-date, accurate and containing all the information that customers need regarding the use of their personal data?
• Does your website make clear that it uses cookies to collect people’s personal data, and gives them control over what they are willing to share?
• Do your contact or download forms contain links to this privacy policy, and require the customer to confirm they have acknowledged them?
• Do any contact forms presume consent, be it via a pre-filled tick box or a lack of a distinct opt-in feature?

2. Establish clear opt-out systems

As every person has “the right to be forgotten” in relation to their personal data, it is critical that marketing teams make it easy for people to opt-out of any communications they receive from a company.

Email marketing is a major example of where this is important. Incorporating an unsubscribe button on every email distributed, or providing a space where users can manage what information they want to receive from brands, is vital to staying compliant when customers’ preferences change.

Even though this feels like common knowledge for many at this point, it is estimated that 8% of all marketing emails do not include an unsubscribe link.

3. Audit databases regularly

It is useful to check your marketing or website databases, either quarterly or annually, to verify that your data collection processes are maintaining best practice, or that anyone who unsubscribed to your correspondence is still listed in your active database.

A regular audit can highlight any holes in your approach – holes that could cost your company significantly if they are not addressed. If a data breach occurs and you are still in possession of personal data that you should no longer have, the financial and reputational repercussions can be substantial.

4. Report data breaches immediately

With GDPR, honesty is the best policy. Attempting to cover up any data breaches will not only encourage maximum fines when they are discovered. This may also cause irreparable damage to your brand’s reputation, making it unlikely that customers will trust you with their data again.

Instead, report any data losses, theft or accidental transfers as soon as possible. This will not only limit the fines that your company will have to pay for this incident, but it can also help you save face with customers. While some will lose trust in a culpable brand for good, for others this quick response and admission can be the first step in restoring people’s faith.

5. Focus on employees as well as customers

Finally, it is important that companies aren’t only protecting the personal data of their customers, but their employees too. As the H&M example earlier illustrates, failure to receive customers’ permission to use their details or imagery can have expensive consequences – as well as have implications for your employer brand.

This is especially important for marketing teams, as employee-generated images and videos are like gold dust when it comes to showcasing your company culture to potential candidates. However, if you don’t have your employees’ consent to use these assets in your marketing, they have every right to complain.

BAM by Papirfly™ can prevent this possibility. Our platform empowers your employees – regardless of design skills or experience – to create their own content in a matter of minutes. Everything produced is completely professional and totally on-brand thanks to BAM’s intelligent, custom templates.

Once assets are created, users can immediately upload this to the in-built DAM system and approve its usage in upcoming campaigns. Our GDPR Consent Manager makes sure that images with identifiable persons are only available to download, send or use in templates if that identified person gives consent.

Plus, if they only want these assets to be used for a limited time, all assets can be set to auto-delete after a certain period. An identifiable person can receive a link to a page containing all photos they’re included in – from here, they can revoke all photos, as well as delete any produced creatives that use these photos.

This prevents content from being published when there is no longer consent, or if the employee leaves the company.

Achieve compliance with BAM

GDPR has had – and will continue to have – a substantial impact on how marketers globally collect, use and store personal data. Compliance is key to both avoiding massive fines that can hinder your company’s future, and irreparably hurting your brand’s reputation.

We hope this article has emphasised the importance of compliance, and given you some food for thought over how you are maintaining this with your customers and employees. GDPR will not disappear anytime soon – if there are still holes in your approach, now is the time to address them.

BAM by Papirfly™ can be a valuable tool to ensure compliance across your employee-led content. If you would like to learn more about this feature, or how BAM enhances the speed, consistency and cost-effectiveness of your marketing production, book your personal demo today.