Resurgence – the return of old marketing favourites

Watch a typical ad break at the moment and it feels like a trip back in time. The Honey Monster, the Milky Bar Kid and the Tetley Tea Folk are all gracing our screens again after years away. Cinema is pulling the same trick, with a movie of the A-Team, a new version of Karate Kid and a sequel to that most 80’s of movies, Tron.

Meanwhile, below the line, another old friend is staging a comeback. In this digital age, while brands try to engage consumers through email, web banners, Twitter, Facebook, YouTube et al, the humble Direct Mail pack is once again being identified as a preferred route. (See the article on the resurgence of DM) And traditional marketing principles are increasingly being applied in the digital arena – with Econsultancy even offering a course on the essentials of offline marketing for digital marketers.

But it’s not nostalgia for simpler times that’s behind these revivals, it’s a commercially driven decision. When you need to make every penny count, it makes sense to do things with a proven track record. (Think Tetley didn’t need the Tea Folk back? Just try to recall any of the ads Tetley made before their return.)

By taking something of proven worth and applying modern tools and technologies to it, we can fine tune each campaign to make it even more effective, more valuable and less wasteful, regardless of the channel. Today’s improved data analysis and modelling capabilities, behavioural targeting, CRM technologies and Forensic PPC offer greater customer recruitment and retention opportunities to brands.

Through a combination of relevant creative execution and use of these advances to improve targeting, tracking and conversion, you can deliver a bigger, better response and squeeze more ROI out of every interaction. (For a real life example, see this case study)

Of course, maximising your ROI is what everything boils down to, and this ‘resurgence’ edition of Rapport will give you plenty of ideas on ways to do just that. We hope you enjoy it.

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