Good morning!
AB InBev’s focus on “attentive reach”: advertising focused nonsense.
The Big Idea: AB InBev’s marketing team lays out a new vision for their marketing filled with buzzwords:
- “Attentive reach”
- “People focused”
- “Leaning into”
Isn’t this more of the same old?: Absolutely.
Why does it matter?: I’ve surveyed executives in businesses around the world. 80%+ of these executives don’t trust marketing.
Why?
Marketers talk all of this nonsense about “Attentive Reach”, “People Focused”, and buzzword of the day.
Articles like this: reinforce those thoughts.
What does the executive want?: Results!
Go with words like:
- Profits
- Sales growth
- Customers
How can you deliver that?: Do proper marketing work!
What does that mean?
- Segmentation based on behavior
- Targeting using your segmentation
- Positioning your product effectively: about you, against the competition.
- SMART Goals
- Deliver with the 4 Ps
For later: We can talk about the power of branding and how AB InBev’s focus on tactics undermines their brand.
Go Deeper: