Clicks are forgotten, feelings remain – growth comes from memory traces
According to Malcolm Devoy, PHD’s Worldwide Chief Planning Officer, marketing performance does not stem from optimisation but from the right fundamental choices. Effective marketing is based on marketing science, proven practices and a deep understanding of people.
In his presentation, Devoy emphasised the difference between observation and insight. An observation alone describes reality, but an insight reveals something new and meaningful. It gives marketing a direction that evokes emotions and encourages people to think differently.
When too much attention is paid to clicks, targeting and short-term efficiency, we lose sight of where growth really comes from: new buyers, emotions and the brand’s memory traces.
Growth means expansion, not fine-tuning
Excessive optimisation of efficiency can even undermine growth if it makes marketing too narrow, Devoy said. Campaigns are optimised for smaller audiences and increasingly shorter-term results, even if business growth requires the opposite.
Study after study has shown the same thing: brands grow by increasing the number of buyers rather than maximising the loyalty of existing ones.
New and infrequent buyers make up the majority of a category’s potential, and it is they who are most sensitive to advertising, according to the study presented by Devoy.
Wide reach remains the most effective strategy
Devoy reminded the audience that targeting too precisely narrows growth, raises costs and excludes a large proportion of potential buyers. Effective marketing needs an audience large enough to cover the majority of potential buyers.
Often, the questions of “where” and “when” are more important than the question of “to whom”. Context, the right environment, and the right moment have a decisive impact on whether your message gets attention and is remembered. Contextual advertising has been shown to produce better memorability and business impact than audience segmentation alone.
Not all contacts are equal
Devoy stressed that all marketing communications should serve a clear role: building a brand, stirring up emotions, activating to buy or reminding the customer of a brand they already know. This choice determines which channels are used, the level of attention required and the metrics with which success should be assessed.
It is equally important to understand that not all contacts are equal. Reachability alone is not enough if the message gets no attention. Attention Adjusted Reach highlights the quality of attention – how much and what kind of attention advertising gets. This is strongly correlated with both short- and long-term results.
Moreover, not all channels serve the same function. Channels creating long-term attention, such as film and TV advertising, are crucial in building a brand, while channels creating short-term attention play a role in activating it.
Creativity is not a nice addition but the essence of growth
Devoy’s speech included a strong message about creativity. Campaigns that are liked, memorable and emotional are by far the most effective campaigns. Impressive creative implementation and the attention received are the biggest growth factors in marketing, many times more effective than micro-optimisation or the fine-tuning of channels.
“Marketing is not primarily a business of persuasion; it is about entertaining and awareness. When a brand is remembered, it is chosen,” Devoy explained.
Growth does not come from marketing to a smaller audience but from making that marketing more relevant, visible and memorable. It requires courage to choose a broad audience, a strong creative idea and measure things that have a real connection with business growth.
It is not clicks that build a brand. It is achieved through attention and awareness.
Photo by Petri Mast
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