🍱 Dying cookies, a Gut Whisperer, marketing fundamentals, and briefs we love
The Marketing Kable has it all
Hello and welcome back to The Marketing Kable, where we're inspiring you with ideas, voices and campaigns we've curated just for you.
something to read
Cookies are dying. We're not talking about delectable treats loaded with chocolate chips that go great with coffee, but cookies that give you insight into your customers' journey, preferences and the impact of your campaign on their purchase decisions.
Apple has blocked third-party cookies on Safari, and when Google Chrome follows suit in 2023, businesses will no longer be able to rely on cookies to track customer data.
It is a challenge, but one that can be overcome with the right approach. Mike Menzer, executive vice president and general manager of Acxiom International, offers some advice on tackling the challenge. His biggest piece of advice is to Start. Right. Now.
something to watch
The rumination collection. This hilarious mockumentary-style commercial for Lupizyme, a one-stop solution for everyday gut problems, stands out for its ingenious characterisation of the 'Gut Whisperer', a man for whom stomach rumbles are poetry in a language only he can understand. As a child, he wanders around roadside food stalls with an ear out for bellies in distress. As an adult, he dispenses pithy advice and recommends Lupizyme. The concept is unique and makes excellent use of humour to communicate brand benefits.
something to listen to
Everyone Hates Marketers. Ouch. That hurts, we know. But it's the name of Louis Grenier's podcast, where he shares no-fuss, actionable tips on how we can do our job better. We're recommending the episode he did with Harry Dry of Marketing Examples, a website we love at The Marketing Kable.
Louis and Harry talk about repurposing content across platforms, complete with fundamentals Harry uses to achieve his marketing goals.
Our takeaways:
Readers can always tell if the writer cares about the subject they're writing about, which makes all the difference.
Don't try a whole bunch of platforms at the same time. Start with the familiar ones, and take it from there.
something to inspire
Deck the halls with in-spi-ra-tion. No one knows better than a marketer how hard it is to churn out new ideas at the drop of a hat. Everyone wants that viral moment. Everyone wants an original idea. The Deck of Brilliance, with its 52 free idea-generation tools, can get your creative juices flowing in the right direction. Dive right in.
something to learn
How brief is your love? Every seasoned marketer has a horror story or ten about projects that went sideways. You know, projects where nothing seemed to come together? If you scratch below the surface, you'll discover that things going Murphy are more common than you think. With so many moving pieces, mediums and stakeholders with opinions, how do you keep everyone centred and focused on the central goal!?
Well, write it all down. A creative brief is a road map to guide your marketing, advertising, or design project from concept to conclusion. It will include the project's mission, goals, challenges, demographics and messaging. It ensures all stakeholders are aligned on objectives, scope and timing. It is the one source of truth for everyone involved.
Our friends at Hubspot have an excellent step-by-step guide to writing a creative brief, a great template to use or inspiration for your own. By writing one at the beginning of your project, you can save yourself a lot of headaches down the road.
That's it for this edition of The Marketing Kable. If you received this newsletter as a forward, do consider signing up. It's forever free and just for you.