Direct Line Blog

Innovation through failure

Share this article:

Roy Williams, marketing guru and author of The Wizard of Ads, made a splash on stage at the Responsys Interact conference in San Francisco with a keynote focusing on how today's consumers are in control.

Pointing to Hollywood, he compared the film Gigli, which was given a big ad budget but was killed in the box office because of bad word-of-mouth, to Pirates of the Caribbean, which suffered the opposite fate. Williams said that marketers should be transparent and focus on “interconnectivity.” He warned marketers: “today, the only thing that is offensive is phoniness.”

Shar VanBoskirk, VP and Principal Analyst at Forrester Research, also discussed marketing failures to inspire innovation. She said that marketers should be “customer-obsessed,” and “agile,” which she pointed out Pepsi was not when the company infamously pulled its Superbowl TV ad to focus on the social media Refresh project. It led to a drop in sales and VanBoskirk pointed out that the company neglected to interact in ways that customers enjoy.

VanBoskirk, who argued that we are heading from “the age of information” into “the age of the customer,” outlined four parts of customer lifecycle: discover, explore, buy and engage. “Digital is not the best for each of these goals,” she said. Speaking to a room full of marketers, she continued, “Your challenge is to orchestrate these tools together to focus on the customer.”

Share this article:
close

Next Article in Direct Line Blog

Sign up to our newsletters

Latest Jobs:


Company of the week

Data Services, Inc. meets the needs of today's data-driven marketer by providing front-end database management and data analytics platforms alongside our expertise in global contact data quality, database building and ongoing maintenance that comes with our 45+ years in business.


Find out more here »

More in Direct Line Blog

5 Trends Influencing Marketing Today and, More so, Tomorrow

5 Trends Influencing Marketing Today and, More so, ...

From marketing tools to customer behaviors, here are five developments that continue to gain steam—and what to do about them.

4 Elements of Modern Marketing

4 Elements of Modern Marketing

Marketers who want to stay relevant need to go back to these four basics.

This Summer Vacation, Drift Into the Polar Vortex

This Summer Vacation, Drift Into the Polar Vortex

The demon that brought you the killer winter is back, but this time around the vortex will be a builder of revenues, not snowdrifts.