In this week’s class, we learned about email marketing and had a discussion about whether or not this tactic is dying. This discussion made me think about how clever marketers have to be to keep reaching their target.
Part of marketing has always been about reaching people at the right place, at the right time, with the right message. This place, time, message trio has to come together for marketing to be effective. That place isn’t always about where the consumer is at the moment, but also about the actual communication vehicle being used to reach them. This Guardian article outlines the need for marketing and technology to be better connected. Good marketers will stay on top of trends and try new things (sometimes anything) if it seems like it has a shot at reaching the right person.
The recent McDonalds campaign ‘Our Food. Your questions.’ is a valiant attempt to attract the Millennial audience that they’re losing. McDs launched a major Q&A social campaign to try and convince the world its food is not unhealthy. Overall, it was a pretty clever try. They used the right channels to reach Millennials (YouTube, Facebook) and great talent (Grant Imahara from Mythbusters). The message was certainly what their audience wants to hear—that their food is real and can be healthy.
Unfortunately, McDonalds has a believability issue because their timing might have been off—it’s possible the campaign is too late to really change perception and Millennials don’t seem to be buying the message. For McDonald’s their plan for these three (place, time, message) looks great on paper, but wasn’t able to come together (at least yet) to be effective in the marketplace.
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