Print, empathy and personalisation

This week in 60 seconds…

  • What happens when TV ad restrictions prevent you from entering the big league? Condom brand Skyn provides a great case study of how to penetrate the consumer market through other methodsIn a similar situation, GlaxoSmithKline has transformed its attitude toward healthcare marketing in order to ditch its conventionally safe approach. Here’s how
  • According to Th_nk, the advertising industry as a whole will be changing its interpretation of personalisation, using empathy as the main driving force in the future
  • Tommy Hilfiger, on the other hand, has gone off on a wildly different tact, using tech to get up close and personal with consumers by rewarding them for wearing the brand’s clothes… yes really
  • Speaking of close and personal, Facebook’s stocks have plummeted more than 20% as a result of recent security issues. However, the social monolith still made $13.2bn in Q2. So that’s nice…

A final thought…

The first three points of this week’s #SHARE60 highlight great ways in which brands and agencies are evolving in order to react and fulfil the needs of consumers. Far too often, people are happy to flog a dead horse, pumping money into the same old formats in the hope that someone will click through to a landing page. If this tact isn’t working, think about how you can reach your customers in other, more meaningful ways.

Data Byte

Skyn’s use of print over TV shows that the format is still as impactful as ever. In fact, over half of consumers (56%) find print marketing to be the most trustworthy medium and, on top of that, print yields a 13-to-1 return on investment ratio on average.