With new ways of communication emerging every week, marketers are in danger of “binging” on all the new channels available to them to the detriment of the brand, according to Visa’s head of digital comms and corporate responsibility Nick Jones.
Speaking ahead of the entry deadline for The Drum Marketing Awards – for which he is a judge – Jones said: “Because we can, we try and exploit all the new channels and tools at once. Look at the recent spate of new apps, which go from hype to happening to has been very quickly.
“It’s at the point where you think [as a marketer] I’ll go read that at the weekend and by the time you get there it’s gone.”
It’s compounded by the fact the likes of Twitter, Snapchat and Pinterest are still grappling with their own ad products and how marketers can best use them.
Brands have been ploughing – according to some reports – up to $750,000 a day to reach the burgeoning audience on Snapchat, but have struggled to measure the effectiveness while others – such as Tesco – were quick to jump on Twitter's Promoted Moments feature, which commands a reported fee of $1m, despite it being in the UK less than six weeks.
“It’s the old temptation of jumping on the bandwagon because it’s trending,” said Jones. “A good marketer will know their audience and the appropriate channel to use. You need the compass of knowing what your consumers like, you need to know their culture and character.”
Discussing what he’s looking for from entries, Jones said he’s keen to see good examples of content marketing, but in particular content marketing that manages performance.
“In content marketing we need to move from IFTT – If This Then That – to IFIITT (If This Is Interesting Then That),” he said.
The Drum Marketing Awards recognise the best marketing strategy implementation across the UK industry, with the ceremony scheduled to take place on 3 May at Park Plaza Westminster Bridge Hotel, London.
Deadline to enter falls next week on 5 February with more details available on The Drum Marketing Awards website.