mindtalks advertising: Lazy Google planning leads to poor insights – Ireland’s Marketing & Media Monthly Magazine – picked by mindtalks

Is usually anyone else worried that they have gotten a bit too implemented to working from home? In cases where I’m honest, I quite just like not having to speak to people in person all the time together with just doing everything online as a substitute. Life is  a bit a lot easier when you don’t have to help bother making random small chat, sit on a bus up coming to a sweaty stranger, as well as put on clean trousers in order to meet a client.

But at the same time period, some things just aren’t this same are they?   There are a little bit spark missing that an individual just can’t recreate purely web based that makes putting in extra effort really worth it. Guess it or not, this may be a pretty cleverly disguised analogy for carrying out a bit of research oneself rather then relying purely on details you get online (mind blown ?).

Now I really like a good webinar as very much as the next person, yet I think it’s fairly safe to help say that we’re all provided up with the never-ending stream of Covid-19 related webinars, reviews, surveys and articles when this happens. However , it looks like we’ll need to get used to it just as it seems certain that most people won’t be doing any face-to-face research ourselves for a despite the fact that.


I skepticism anyone will be on with seated in a room with a bunch of strangers for a good few hours to chat with regards to the advantages and cons of some of our latest campaign idea, even with the added incentive on the moist €50 One4all voucher. But just how can planners be the ‘voice with the consumer’ if we cannot even converse with them?   Very well the truth is this is exactly not a thing new, as it seems in order to me like some planners need been avoiding actually speaking in order to people themselves for a long time.

Now I’m relatively young by the ripe old age with 29, but I know this wasn’t that long ago of which people couldn’t just use The major search engines to fish for insights. Nowadays don’t get me wrong, it may be great to experience access to huge data, Google Trends, social multimedia behaviour, public surveys, etc, though it’s also turned us into lazy Google planners who not usually, if ever, speak directly to be able to consumers.

If we’re truly honest with ourselves, we’ve all worked on campaigns just where we go from start to finish without even so a lot being a word to a precise person not in the agency. But exactly how distinctive and original can your insights be if they’re based upon solely over an exact same information that will everyone else searching for at? If it turns out nothing else these insights can be boring.


I will sure most people have viewed the Youtube-video ‘Every Covid-19 industrial is exactly the same’, and you know what, they are really. You are aware of the sort of advert I’m on about, it begins with clips of empty pavement, changing to people chatting with Zoom and playing with their kids, with a VO that states “We’re all in this together” or “Now, more than ever”.

But is the idea surprising that so many commercials are saying the same detail if they’re all based on the same generic insights such as ‘People are looking for methods to come together’ or ‘People are bored inside your home and are really looking for something to do’. We’re seeing a lot much less of these ads recently (thankfully) but there’s another example associated with this pre Covid on YouTube identified as ‘This is a generic millennial ad’ from 2017, and this goes something like this.

‘You’re unique…be free…emoji…pride week…experience’. These examples of formulaic promotion seem like pretty clear evidence of me that we’re all checking out the same online information in addition to stopping there, rather than applying this as a place to start, and in reality speaking with people ourselves to post more original and unexpected observations.

A great system I stumbled across recently is without question Uk’shona Kwelanga (it’s South Africa, so I can’t pronounce it either) by Sanlam, for funeral insurance of all things. When funeral cover is such some sort of tricky topic most ads lean to be fairly dry and functional, but Sanlam uncovered this insight that not it qualified prospects to tension, stress and theatre among families.

So that they created their own Whatsapp crisis and invited people to comply with the Kwelanga family in truly time in the week prominent up to the funeral with their deceased father. This perception is so unexpected and yet undeniably true. You can evidently see that they dug more intense into the issue than a large number of others would to discover anything distinctive and original.


The best way can we avoid becoming universal and predictable planning robots? As it will be a whilst before people do face-to-face qual research and even then this can be pretty time-consuming and expensive to run focus categories or interviews. Well, at Often the Public House, we’ve created an important sophisticated proprietary research analysis resource called… nah, we just use Whatsapp.

Or we call people, or chat for you to them on Hangouts, or use whatever we can. It does not really matter as long mainly because you actually speak to a serious person instead of just browsing at data online. We such as to just cut through often the mire and ask people the actual think, to get the solution straight from the horse’s lips. After all,   we’re called The Public House because we expect that you should talk to be able to consumers the way you’d chat to your mate at the pub.

So next week, instead of logging onto your last webinar of the week, as to why don’t you just call anyone for a chat instead?

Ronán Jennings is an organizing planner in the Public House

ronan. jennings@publichouse. ie

Source: advertising. ie


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