by Kris Van Hout -

Blog #6 – Meeting Daniel Bauer

I think the meeting with Daniel Bauer was very useful. I got a lot of new insights and a lot of new questions where I could find answers for while writing my master thesis.

I explained Daniel what I want to do for my thesis and discussed my exposé the most important feedback I received was that now I have the chance to get a bit of distance of what I’m already doing. I could do something very extraordinary if I want to.

These were the following questions that we came up with:

  • How does a campaign communicate? How is it different from traditional marketing communication?
  • Why is a social media campaign valuable for brands?
  • What is the difference between a €100 budget or a €10.000 budget
  • Would it be better for a company to invest into one movie or a whole campaign?
  • What is a campaign? What does it include?
  • Why does content matter?

The way to continue my research:

Try to get already answers how does social media campaigns communicate. Figure out what kind of content is important. And when I do research on best practice add some criteria what makes a campaign good or bad.
some examples of criteria:

  • Where was it shown
  • Did the target group grown
  • Which communications

Then when I finally will do all the research, I also have to plan the actual campaign and produce it to check if my findings were correct.

Overall, Daniel was very interested in this topic because also at ShotShotShot they struggle to find answers to these questions. So, he would be interested to read the thesis when it is finished

Video is already there since ages and also social media but still there is not a clear answer why is it working and why is it valuable. Or at least a lot of companies don’t see the value of it. And they will just ask someone at the marketing team to just do the social media of the company on the side. And I want to proof it is valuable and it’s not a just a side job.

by Kris Van Hout -

Right media for the right target group

“Who are you targeting?” which might explain why a marketing campaign failed. Even with the best imagery, clever copy, and a strong call to action, the best campaigns can fail if not speaking to the right people.

If a media campaign, does it really well for one target group that doesn’t mean this will work for the other groups as well. Research (2016) showed that UK marketers struggle to reach their desired audience online, with 47% of campaigns seen by their target audience.

Travel brands are the most successful at reaching their desired audience with 60%. Entertainment is second (64%) while FMCG (Fast-moving consumer goods) struggle with 40%.

One company result this down to the fact that marketers do not think digital works and use it in the wrong way. They think they can apply traditional marketing to digital. But they should look at every media as digital media as its own.

Targeting accurately also varied depending on demographic. Campaigns targeting to 25 old scored way less than people from around 50 because they are used to the traditional ways.

In the travel sector has focused on targeting segments and audience from the start. It’s targeting reach is helped by the fact it invests time getting to know its customers.

But how do you get to know them?
– Ask them

– Use social listening metrics such as Sinus milieus

– Find ties using insight metrics form your social sites

Sources:
Gee, R. (2016, December 15). Half of online campaigns fail to reach target audience. Marketing Week. https://www.marketingweek.com/online-campaign-targeting/

Hynd, M. (2019, February 27). How Marketing Campaigns Fail When You Target “Your Customers”​. https://www.linkedin.com/pulse/how-marketing-campaigns-fail-when-you-target-your-customers-hynd/