AdWorld Conference 2021: Takeaways & Talks worth your attention
AdWorld Conference is one of the biggest if not THE biggest marketing conferences in the world. This year’s May edition was (unsurprisingly) organized online. In the course of 3 days 119 talks were published – some of them really brilliant, some of them – load of waffle. In such an abundance of content one can easily get lost, but here we are, coming to the rescue with our selection of talks that are worth your time, and in case you have no access to the platform – with the takeaways.
1. Daniel Hippke’s The 4 Pillars of Profitable Facebook and Instagram Campaigns
Daniel Hipke tells us about his principles when creating a campaign. Hipke pays 50% of his attention to the product, landing page and offer, 40% to the creatives and only 10% to the technique and targeting – which is a good reminder for those tech savvy of us, who spend too much time thinking about technicalities, and they forget that after all it’s humans who are going to see the campaign, not the algorithms. Content is king and this applies to PPC campaigns too.
2. Lauren Schwartz’s 3 Deadly Creative Mistakes Brands Fall For & How to Avoid Them
This is what we like – a short video with real-life examples of actions. In her talk Lauren Schwartz – a designer and CEO of Loft 352 highlights 3 most popular mistakes brands make in their creatives. Not adding subtitles to their videos, a lack of clear information about what the product is, not capturing viewer’s attention in the first seconds. It may seem obvious, but go and look at YouTube or Facebook ads to see that these mistakes are commonplace – and done even by big brands with big budgets.
3. Nick Shackleford’s Preparing For a Cookieless Future: Nick Shackelford’s Expert Advice for Brands and Advertisers in 2021
The whole iOS14 issue is like Hitchcock’s movies – first there is an earthquake and then the tension rises. Nick Shackleford explains that the cookie war between Apple in Facebook is in fact, like all wars, a conflict over money, even though Apple likes to disguise it as taking care of their users privacy. (Hence the very brutal question that iOS asks its users: DO YOU WANT TO BE FOLLOWED? – As if there were Facebook’s agents in black trench coats observing us when we laugh at funny kittens on social media). According to Shackleford, Apple will likely create its own, Amazon-like advertising platform. The newest change in Apple devices puts the whole ad tracking upside down – the data is not up to date anymore and we can’t do a real time optimization anymore, as the newest stable data we have is the one we collected 72 hours ago. What can we do – asks Shackleford. There are three imperfect solutions – invest in inhouse copywriters, diversify your platforms and do what you can to get to know your customer.
4. Alexandra Cattoni’s The Wheel of Persuasion: How to Build Trust, Create Believability & Inspire Action
Marketing is like dating – you need to engage before getting married (pun intended) . No one is going to marry you after just seing you on Tinder and many brands make this mistake – they see a problem and then they are all about me! Me! Me! Without really paying attention to the potential client. Alessandra Cattoni, a copywriter and CEO of Copy Posse, a copywriting agency, lists six elements of her surefire “Six P” formula that will make you and your client live hapilly ever after:
First P: Problem – There is a prospect who has a problem – a back pain.
Second P: Pain – What does the person feel? The problem is not necessarly the pain – the pain may be a frustration (he can’t go to the gym!) or sadness (he can’t lift his daughter!) – make sure he knows you understand his pain!
Third P: Prescription – This is when you suggest a solution – “Have you tried yoga?”
Fourth P: Pivot – At this point your prospect is wondering why should he listen to you, so this is the right moment to tell a little about your qualifications (“The yoga program I made helped my sister and that’s why I decided to publish it”)
Fifth P: Positioning – Of course, your prospect has probably tried different solutions and here you position yourself agains them – the hard mattress and prescription drugs didn’t help.
Sixth P: Product – At this point you land with your product on a perfectly prepared spot, in your prospect’s mind – he is free from doubts and feels understood – “We have this yoga app that has one chapter dedicated to those with back pains, maybe you should try it”.
The next edition of AdWorld Conference will take place in the autumn. We hope that our guide will help you choose the best speakers and the most brilliant talks to attend!