"Mad Men" is a term coined in the 1950s to describe New York's Madison Avenue advertising executives, recently brought to the fore in the popular TV show of the same name.
In the compelling world of advertising depicted in Mad Men, we were captivated by the masterful art of persuasion and creativity. The show provided a fascinating glimpse into the world of marketing and advertising—and the creation of iconic campaigns.
In the show, the fictional advertising agency, Sterling Cooper, and its enigmatic protagonist, Don Draper, possessed an innate understanding of the importance of creativity and emotional connection in marketing. Draper and the creative team would sit around, staring into space, trying to come up with the big idea to pitch to a client. Once they convinced the client that their idea was brilliant, Don's job was done.
Modern Marketing: A Data-Driven Approach
Today, the process for creating a marketing campaign is different, from start to finish.
The ideation of marketing campaigns in Mad Men focused more on intuition than robust market research and data analysis.
With modern marketing, instead of taking a nap or going to a movie and waiting for inspiration to strike, we look at research. We have insights into customer trends, buying patterns, sales cycles, and conversion goals.
Although creativity is still essential, marketing pros should direct their creativity with a strategic and results-oriented approach.
Understanding the Target Audience
In today's data-driven marketing landscape, marketers should invest in understanding their target audience, including that audience's preferences and behaviors.
Data-driven decision-making enables marketers to optimize their strategies, target the right audience segments, and measure the effectiveness of their campaigns.
Marketing has progressed significantly over the last several decades; it is now focused on what will convert a customer, relying heavily on insights—not just intuition. That shift has made a substantial difference in the effectiveness of today's marketing campaigns and in the results that they can achieve.
Iconic Example: Lucky Strike Cigarettes
In the pilot episode of Mad Men, Don is trying to come up with marketing ideas for Lucky Strike cigarettes. A book of research has been prepared for him, but he had discarded the book entirely, entering the client meeting with no research and no good ideas.
At the end of the difficult meeting with the clients, Don is finally inspired. When he asks the client how their tobacco is grown, the response is, "We breed insect-repellent tobacco seeds, plant 'em in the North Carolina sunshine, grow it, cut it, cure it, toast it,"—and that is what Don seizes on.
His Big Idea is that Lucky Strike's tobacco is toasted.
The client likes the idea, and Don's inspiration becomes the foundation for their marketing campaign.
Intuition vs. Research in Today's Agencies
Throwing away market research would not fly in today's top marketing agencies. Intuition and inspiration are useful, but they cannot replace facts and thoughtful insights discovered by solid research.
Although creativity is crucial, it must be aligned with strategic objectives. A successful marketing campaign integrates creative concepts that not only capture attention but also serve as effective vehicles for achieving specific business objectives.
Maximizing Impact Through Research
Research can show who your target audience is, where they can be reached, and what drives their purchasing decisions.
By collecting and analyzing data, marketers can better understand their customers, target their marketing campaigns more effectively, and track the performance of their campaigns.
This approach can both inspire creative messaging to reach your target customers and also serve as a basis for determining where to market, when to reach out with specific messaging, and more.
Online ads can often be used with incredible precision in reaching your customers, whereas traditional advertising can be much more efficient when targeted instead of broadly distributed. Or you might learn that paid media isn't the best approach to reach your target customer, and you should invest in media relations to build credibility or a drip email marketing campaign to remain top-of-mind with repeat customers instead.
You'll be able to set more realistic and achievable goals for your business after conducting thorough market research. Doing so will also help you understand various facets of growth strategy, such as whether it will be more advantageous to pursue an untapped market or to try to grow your market share within your existing markets.
Accountability and Results
Instead of taking a million-dollar gamble on a campaign we hope will work, today we can start small and make sure the idea is driving results. We can split-test different messaging, graphics, and outlets to optimize a campaign before committing additional resources to an approach.
Unlike Don, whose job was completed after he pitched a campaign, we marketers today are not only responsible for our ideas but also accountable for results. The measure of our success isn't just how much a client likes the idea or how many martinis we can drink at lunch.
We track results and find ways to make marketing analytics both quantifiable and meaningful.
Blending Old and New Marketing Principles
Digital marketing, with its laser-focused targeting and real-time analytics, has become the dominant force.
Yet, amid the glow of social media campaigns and SEO optimization, the enduring power of Mad Men-era marketing approaches still remains valuable. That's because beyond the smoke-filled offices and sharp suits, there were fundamental marketing principles at play.
The key to success in today's marketing landscape lies in a strategic blend of some of the Mad Men principles combined with modern tools and knowhow. Storytelling remains powerful, but the stories are also told on social media platforms and video channels. Personalization is
paramount, but it's fueled by data and delivered through targeted messaging.
By understanding the power of branding, tailoring messages to the audience, differentiating from the competition, adapting to change, and balancing creativity with strategy, modern marketers can channel the brilliance exhibited in Mad Men to create impactful and enduring marketing campaigns.
Note: This article is based on an excerpt from the recently published best-seller From Mad Men to Modern Marketing.
