TV doesn't work, and Marketers aren't doing what they want to do.
That is the key finding from a Naked Communications/Booz & Co study, reported here in The Australian (including input from invited 2009 AMSRS Conference speaker Adam Ferrier). (http://www.theaustralian.news.com.au/business/story/0,28124,25871847-7582,00.html).
The study involved interviews with a selection of marketers from here and overseas. The study found that marketers believe that 'old' forms of marketing such as blingy TV campaigns, naff slogans and the use of celebrities (to all of which they feel constrained) no longer work.
However, marketers don't know which of the new marketing techniques will work. This clearly leaves them in a bit of a pickle.
So, why is there a dearth of knowledge about which new methods will work? Does what marketers want match what works in the real world? Or what consumers want?
Call me biased, but this looks like a space into which research could fit rather nicely. Could we be doing anything different in our research techniques to incorporate these new methods of marketing?
Is this why, to quote the title of Adam's presentation, 'insight is not enough'?
I can't wait to find out the answers to these questions and more at the Conference!
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