Adam Morgan, expert in advertising, discusses the cost of producing dull advertising. The podcast explores the impact of dull marketing on brands, strategies for improvement, and the importance of creating engaging campaigns. It highlights the drawbacks of cognitive overload and the need for creativity and uniqueness in marketing campaigns to avoid high costs.
Dull advertising may cost brands significantly more than engaging content due to increased investment and reduced effectiveness.
To create effective marketing content, brands should prioritize emotional storytelling, distinctiveness, and relatability over rational informational messages.
Deep dives
The Cost of Dull Marketing Campaigns
Research shows that dull marketing campaigns, which focus on rational informational content rather than emotional engagement, can be as impactful as interesting campaigns but require significantly more investment, sometimes up to 10 million extra in the UK and 24 billion in the US. The study emphasizes the financial implications of producing less engaging content and highlights the importance of reevaluating marketing strategies to ensure effectiveness and efficiency in reaching audiences.
Characteristics of Dull Content
Four main characteristics of dullness in content are identified: speaking in the brand's language rather than the audience's, confirming existing audience assumptions instead of surprising them, blending in by conveying similar messages to competitors, and relying on rational information over emotional narrative. These factors contribute to dullness perception and hinder audience engagement and interest.
Importance of Being Interesting
Creating interesting and engaging marketing content is crucial for capturing audience attention and driving outcomes like increased sales and market share. Emphasizing emotional storytelling, distinctiveness, and relatability can help differentiate brands and resonate with consumers, leading to more effective and memorable campaigns.
Adapting to Audience Preferences
By challenging traditional marketing norms and embracing creativity, brands can align their messaging with what truly captivates audiences. Understanding the importance of entertainment value, humor, and unique storytelling can help brands stand out in a crowded market and foster deeper connections with consumers.
To kick off this year's effectiveness series, we talk with Adam Morgan of eatbigfish about his latest work with Peter Field on the cost to brands of producing dull advertising. We talk about what makes dull dull and how we can make it more effective, for less. Thanks to GALE (the business agency for companies that want to drive growth) for sponsoring this year's effectiveness series. Learn more at www.GALE.agency
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