On The Warc Blog: privacy and planning

19 February 2010

LONDON: This week, posts on The Warc Blog discussed the future business opportunities for marketers – and highlighted some major mistakes that firms had made in the past.

Chris Stephenson, strategy director for media agency PHD, discussed new rules that have been put forward by the Australian government, which would crack down on businesses "cold-calling" people as part of their marketing campaigns.

This move was supported by privacy campaigners, but other lobby groups have expressed concern, saying that smaller firms will suffer disproportionately from these restrictions.

Stephenson argued against this view, putting the dispute in the context of the new "comms paradigm". 

Consumers are moving away from traditional media and towards online in the "post-broadcast age", he said, meaning firms will also have to make the transition away from old techniques.

Stephenson added: "Telemarketing was born out of a broadcast age, and as that age wanes so too will the lazy, inefficient and unwarranted presence of brands that start one-way conversations that the vast majority of people will never want to have."

Meanwhile, Waqar Riaz, strategist at Rapp London, took to the blog to decry marketing professionals who repeat old mistakes by not taking planning as seriously as they should.

This is despite the positive impact well-implemented planning has had on leading global brands such as Google.

"It's time for us to stop thinking of planning as merely a selling tool, which sounds cool in pitch presentations, and take it as a subject which can bring us a whole new world of opportunities across all communication disciplines," he wrote.

Bob Deutsch, president of Brain Sells, also gave some insight on perceived differences between male and female consumers.

According to his blog analysis, women are more "oriented to the conceptual, to underlying dynamics, to the relationship between things, and to stability over the long-term".

Put another way, the female consumer "understands and sees patterns over time", in contrast to more impulse-driven, "no dilly-dallying" males. 

Data sourced from Warc