Top Trend overclaim NO’ 1: Marketers will become coders…
The other day I stumbled across an infographic which claimed that one of the Top 10 trends for 2015 would be marketers becoming coders…
Admittedly my personal ability to learn coding is probably more likely than becoming a designer (drawing was never my forte) but equally the entire make-up of a person who is driven by marketing, and a person driven by code is entirely different. You only have to stumble through any agency and you can easily transition from design studio, to development studio, to marketing team and instantly see the difference in ambitions and personality by the desk space alone…!
In my mind the trend we will see over the next 10 years (so lets not jump the gun here) is that coding was always seen as a bit of a dark art. The creative you can judge, the marketing plan you can query but the code… Well god knows until you’re testing it and jumping up and down when you realise functions are missing.
The education sector is driving a new generation growing up constantly plugged in to understand and know the basics – this will be the biggest drivers of change. Companies like Barclays with their code playground look a darn site more interesting than the Amstrad blinking green-screen I once tried to create basic code for at the grand age of 10. Kids will feel more compelled to learn as its a faster, more immediate output suiting their “want it now” demands, and equally their peers will be able to do it. Who wants to have the latest social page if it hasn’t been customized and you’ve had to resort to (shock horror) default settings.
As these kids come through the system they will be more critical of coding decisions and more able to contribute to the debate, in the same way the average “marketer” can critique a design approach). The pressure of this on management will be to learn and understand more to kep up with the new generation rather than it being something left for other people to understand. And yes – there will be the marketers who dabble in code, WordPress blogs, even manage to build the odd page template or code up an email but by no means do I think these disciplines will converge in the same way. There is a clear line between marketing and design, there will be a line between marketers and code.
2015 wont be the year that marketers become coders. It will be the year that they start to place more importance in understanding itand start to decipher what’s involved. Coding for brands will be left to the experts and if a marketer can add value to discussion and have an understanding of what’s involved with “code” then that will be a big enough leap for me in 2015.
Yesterday I entered Sainsbury’s with the motivation of nothing more than the mundane “I’m going to eat 5 a day” NYresolution weekly shop and the purchase of a new frying pan (having charred mine with an experimental dinner that didn’t quite work out).
Little did I know in one foul swoop this consumer machine would shunt me from Christmas comedown to Easter menu planning in 20 paces.
Located in the doorway was a tasting station, not just a sample of one baked delight but instead offering me a mincepie titbit(reduced to 50p per 6 box) and a hot cross bun slice (new into store!)
Just like that forced to decide.
Am I hanging onto Christmas or ready for the springing lambs, bird song and daffodil fields that make springtime.
Well Mr Sainsbury I for one am neither (and with some willpower resisted either trial). I will not be catapulted through life at such an alarming speed that in one guilty bite you transport me past Valentines day, My first wedding anniversary, 2 family birthdays, Mothers day and most importantly MY birthday. Consumerism races us through one occasion to the next – each year seeming to up the ante and need for consumers to invest (and yes as a marketer I too admit I look at opportunities to do this) but seriously. Hot cross buns. In January? To taste?
What happened to the craze of moment marketing – transporting consumers to make the most of now?
And what bright-eyed merchandiser thought this could work – that Easter can be dragged out for 3 MONTHS!!
A simple search on Google enlightens you that Easter is in fact a one month occasion (on mass level). Trends don’t build to a lovely crescendo they hover and slightly over-index in advance of the occasion but BAM hit when the kids holidays do and isn’t one we’re actively trying to seek out to get ahead of the game,
Stop trying to flog me hot cross buns – they’re tea-cakes till March, and instead focus on passing off mini-eggs as a perfectly acceptable all round treat. That I buy into.
I read the article in the observer yesterday citing the 160 + complaints that the Asda ad had generated from the public so far.
Really? Is this because people are genuinely distressed by the ad that is portraying such a horrific picture of Mum and Dad in their traditional roles in the lead up to Xmas? Or is this because media is attracting attention to it and people are jumping on another bandwagon.
The ASA are certainly taking it seriously – positioning a direct reference to it on their homepage.
Making a complaint about Asda?
The ASA has received a significant number of complaints about a TV ad for Asda. The ad features a busy mum doing lots of tasks in preparation for Christmas and on Christmas day and ends with a voiceover that states “Behind every great Christmas there’s mum and behind mum there’s Asda”. Members of the public have objected that the ad is offensive because they believe it reinforces outdated stereotypes of men and women in the home.
But really. Seriously? I didn’t watch it outraged. I watched it thinking “looks about right” based on xmas growing up, and xmas in my household now. Yes – Dad does more but Dad is actually in 2 scenes. It’s not like he’s slobbed out on the sofa the whole time watching TV and waving at Mum, he’s simply not the star of the ad. It’s simply paying homage to the fact that Mum, in the majority of households as far as Asda’s target market is concerned (as, let’s all remember they are trying to sell something to us not just entertain us for 45 seconds), plays a big part in the big day. Yes it’s not saying thanks to Dad in this one but, with 80% of Asda’s customers being Mums doing the household shop the job of the agency is to surely appeal to the majority and, I’m sure it’s hard to argue with an insight that was likely to be “Mum’s are a vital part of the lead up to xmas”.
As with anything, I’m sure there could be a cleverer way of doing it (cue John Lewis) but from the pocket slapping retailer is it really that bad?
Mums Net and Fathers4Justice obviously agree (they’ve held their grudge since Asda’s Mumdex) but, for everyone else, can’t we just accept an ad for what it is without turning it into a moral crusade. We know there are households without Mum’s, we know there are households that dont celebrate xmas, we know there are households where Mum is a lazy f*** and Dad does all the work. Actually perhaps the solution is to edit the ad with that as an end frame – just in case the public don’t “get” that it was simply advertising.
It’s been a while since I’ve seen something on Facebook that not only makes me share it but also makes me actively go and do something and, in this case it was check all my security settings on my profile!
This is sure to be a massive viral hit so check it out and, when details of where this has come from (and to prevent me giving the game away) – freak yourself out a little bit and check this out….
So go on… Take this lollipop
I was en route home from another meeting heavy day in London and reading The Times this evening when I stumbled across an article on a new campaign by Mother, promoting Great Britain. (Note I’d link you to the article but I dont pay The Times subscription fee – a similar article can however be found on the Metro.
In both articles they report a negative reaction to the new campaign, designed at getting overseas visitors onto our shores, pulling apart the campaigns portrayal of GB citing the big complaint at intending to get
“people to think, British people are the most talented in the world. That’s wonderful, I’ll come’ The alternative is that they will think: ‘Says who? I’m from the United States and I think we’re better”. – The Times.
This is a valid point. Yes, the advertising undoubtedly reeks of us Brits going out there and boldly claiming that Creativity, knowledge, heritage, music, sport, entrepreneurs, innovation, shopping, green and countryside is Great (Britain) . And yes, by claiming they’re great appears to claim by default that we’re superior but, let’s be honest, all advertising is self-obsessed “look how great our product is” in one way or another, more so when it comes to travel. Let’s take a reality check perhaps you just wouldn’t meet many Americans anywaywho dont believe we are a nation of pompous old fools who believe in an empire, wear tweed and definately think we have the upper hand.
In 2012 there will be only one place to be. There are so many great things about Britain and we want to send out the message loud and proud that this is a great place to do business, to invest, to study and to visit – David Cameron IN Metro
Yes David, I agree with all of the above but to then state that its a great way to counteract the rioting picture, showcase modern Britain and celebrate Olympic excitement (which is increasingly creeping up on us like a corporate wicked witch) is definately not the case.
No it doesn’t address Britain as a multi-cultural destination, it doesn’t challenge perceptions or showcase the reasons why Britain should be a must-visit destination in recession hit times. It simply reads as a conceited CV of someone you wouldn’t employ. A list of all of our Greats and no acknowledgement of the human qualities that actually make Britain great and totally unique. The family-owned bakery, the old man’s pub (if you can find one), the iconic curry house, the crazy man on the corner and the fish and chips on the pier. In keeping it Grand we’ve lost the reality and charm that people do fall in love with.
Maybe the line should have been “Holidaying is Great <Britain>” – cue picture of suitable old guy propping up the bar with fag in hand and guiness in the other. Actually scrap that. There is no bar, there is a smoking ban and, god forbid, we even start to suggest binge drinking…..!
Whilst doing the mundane weekly shop in Tesco this week I stumbled across the new range from Frijj – 3 brand new milkshakes that had absoultely no appeal to me but, at a guess, I’d say I’m not the target audience for these raspberry jam, honeycomb choc or Sticky coffee range! Admittedly I stumbled across them as they had taken off the whole of the reduced items section (something that might not suggest positive sales or poor over-ordering by the Tesco buyers) but this isn’t a critique of stock replenishment at my local store…
Having a snoop around online when I got back I soon found this is a new brand launch and has been supported by a digital campaign to embrace the unexpected – with an initial digital game of “You LOL you lose” which will be followed in September with a pet translator app…
The game sees you confronted with multiple YouTube clips and using webcam technology you have to keep a straight face.