Marketers' Constitution Tenet #3

Author:

Bob Liodice

Source:

The third tenet of the Marketers' Constitution states, "Marketing must become more effective -- more creative, insightful and accountable." Marketing as a whole encompasses a wide range of activities geared to address and inform the consumer and provide a return on that marketing investment. However, business leaders are challenged to measure the impact of their marketing strategies. A successful plan involves the implementation of three pillars which serve as the basis for marketing effectiveness:
 

• Smart consumer insights
• Great creative
• Accountability

 
The success of a marketing campaign can best be gauged by attaining meaningful, actionable and predictive consumer insights. To target the right audience and establish a solid framework for a marketing campaign, intelligent consumer analysis is crucial. Accordingly, findings that are significant and accurate are vital to the effectiveness of the entire plan. Sometimes these insights may even kick off an overhaul of strategy so that consumers can stay loyal to their brands.
 
For example, as the recession unfolded in 2004, Dunkin' Donuts' research revealed the need for a new message that acknowledged consumers' hardships. That insight led to an empathetic, value-oriented campaign known as "You Kin' Do It." This marketing campaign combined TV with out-of-home and online media. Created by agency partner Hill Holiday, it included a highly engaging social media component that encouraged consumers to design their own donut flavors and toppings. Nearly 130,000 entries were submitted, making this a classic example of how smart consumer insights translated to a successful campaign....