Exclusive Interview – theMarketingblog talks with Kevin Freedman, CEO Kaboodle The questions we asked Kevin
- Can you explain the issue of complexity of content in marketing campaigns?
- Tell me about ‘Going global – think local’
- What are the challenges of ‘Big brand marketing’?
- Tell us about the challenges for senior marketers?
You can try Kaboodle for for free but do let them know what you think.They are here to help so call them now: UK +44 207 463 4963 or USA +1 888 789 0415. You can also email them at contactus@kaboodlehq.com to discover more about how Kaboodle can reduce creative chaos, manage complexity and ensure your campaign delivery goes to plan.
1 Can you explain the issue of complexity of content in marketing campaigns?
Content marketing is the hot topic in the marketing sector. When referring to content marketing, we usually mean the creation, dissemination and consumption of content appealing to a specific target audience.
To achieve this, marketers typically employ a pyramid structure in creating and using content. This allows messages to be defined at the strategic level and then developed through a variety of cascading communication vehicles covering above the line, below the line and digital.
It is not untypical for a mid-sized campaign to comprise 10s or 100s of communication pieces for one market or region alone. This seems like a large number, but we have to consider website, digital ads, PPC (Pay Per Click) ads, PR tools, events and conference tools, sales aids, training, TV and press adverts etc.
These generic communications can multiply many times over for multi-sector based or multi-country based campaigns, which adds further complexity.
For example, a 10-country campaign would typically require 10 times the content of a national campaign, simply because everything is localized and adapted.
2. Tell me about ‘Going global – think local’
As an organization expands and targets new territories to build revenue opportunities overseas, the marketing team is tasked with quickly developing and rolling-out campaigns to support these business objectives. This can be a challenge for any marketer, with a complex range of new projects, priorities and localisation issues to consider.
A truly compelling global creative campaign is one that develops strong connections with consumers across different countries and cultures.
The key to going global is thinking local, and by that we mean discovering the core set of motivations that unite consumers around the world. These motivations will transcend cultures, and allow you to apply local insights via the most relevant media.
3. What are the challenges of ‘Big brand marketing’?
Put simply, the challenges of big brand marketing are linked to the scale of the task and the management of the key elements and contacts across geographies. Add to this the ongoing question of global consistency vs. local relevance and you can begin to understand the challenges we are facing.
Of course with so many elements, you also need to work carefully on reducing non-working spend to maximise media exposure and utilize your budget to the full, keeping tabs on where the money is spent and returns generated. This is the best way to justify your campaign to senior management, so this element must be clear and updated.
The management of teams, agencies and associated content is a constant coordination battle, and once you have a clear picture of what the teams are doing, you need to make sure you can keep them updated, on-time and, of course, on budget.
Once the main marketing engines are running smoothly, it’s important to free time and budget for continuous innovation and testing of new media solutions and opportunities. This testing and innovation will be key to any landmark successes for the campaign, and help to secure support for any secondary phases.
4. Tell us about the challenges for senior marketers
One of the major challenges for senior marketers is budget pressure. We are living in a time where more is expected for less and this can be clearly seen in big brand campaigns, where the number and scale of opportunities are constantly growing, but the budget to feed these opportunities is constantly shrinking.
For example, media fragmentation and innovation has added new and important channels to the traditional marketing mix, and senior marketers are under pressure to deliver campaigns on these channels without any additional budget.
Justification of budget is also under tight scrutiny, and analytics come at senior marketers from all directions. Therefore, to succeed they must quickly decide what data is relevant to develop the campaign and what data is irrelevant and will simply waste time.
If this can be achieved, senior marketers need to make sure that all strategic decisions and planning is fed through the campaign teams and build the momentum necessary to capitalise on the small windows of opportunities that many campaigns are based on.
“Reduce creative chaos, manage complexity and ensure your campaign delivery goes to plan”
You can try Kaboodle for for free but do let us know what you think.
But we’re here to help so call us now: UK +44 207 463 4963 or USA +1 888 789 0415. You can also email us at contactus@kaboodlehq.com to discover more about how Kaboodle can reduce creative chaos, manage complexity and ensure your campaign delivery goes to plan.