The Sauce – 08/10/2024

Welcome to ‘The Sauce’ – your weekly dollop of marketing news.

By Ashleigh Morris, our Content and Comms Lead.

Welcome to ‘The Sauce’ – your free-to-access weekly newsletter for all of the latest marketing and brand news that you need to know.

HubSpot’s ‘The State of Marketing 2024’ report claims we’ve shifted from the Age of Information to the Age of Intelligence. We took a deep dive into the report and pulled out some key findings, so you don’t have to.

This week we also look at Burger King’s recent ad which takes our coveted Campaign of the Week spot!

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75% of Marketers Believe Personalised Experiences Drive Sales

We took a look at HubSpot’s latest report – The State of Marketing: Navigating business growth with technology and creativity for more human marketing. Our first key take: 75% of marketers believe personalised experiences drive sales and repeat business.

Creating a personalised customer journey can come with its own challenges, so where should you be investing your time and effort? No surprises that your website and social media should be your key priorities, with 16% claiming the best ROI from their website, blogs and SEO, a further 16% rating social media shopping tools, and 14% attributing the biggest ROI to paid social media, equal to that of email marketing.

Creating a personalised customer journey can come with its own challenges.

Facebook and Instagram Top Social ROI

Perhaps surprisingly, Facebook and Instagram resulted in the biggest ROI, with 29% of the respondents rating Facebook as the best social channel for ROI, and a further 29% claiming their best results come from Instagram. These were followed by YouTube at 26% and TikTok at 24%, with just 16% rating LinkedIn and X as giving them the best ROI (sorry Elon!). However, it’s worth keeping in mind that these stats come from a mix of B2B and B2C marketers, with the percentage split between the two not disclosed, but we’d expect these results indicate a skew towards B2C.

The research found that social media is the channel most used by Millennials and Gen Z to find products, and that 31% of consumers use social media to find answers.

Time to dust off those unused social channels?

If you want to delve deeper into how these insights can benefit your business, drop our Strategy Director James an email on james@awesomesaucemarketing.co.uk.

Social media is the channel most used by Millennials and Gen Z to find products.

Burger King Delivers With Latest Ad

You can’t have missed Burger King’s ‘Bundles of Joy’ ads, featuring real images of new mothers enjoying a post-labour Burger King, simply accompanied by the line ‘Arrived at 18:51’.

The general consensus was that BK nailed it, but it didn’t take long for the negativity to arise, with criticism of BK for branding ‘a mother’s most sacred moment’, accusations of mansplaining, and anger at promoting ultra-processed food for new mothers.

Our take? There’s always going to be some controversy when creating an ad linked to such an emotive topic. And whether you like the ad or not, it did the job it was supposed to – it got people talking about Burger King.

Personally, I’m not sure BK would be my first choice but each to their own!

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Contact us on hello@awesomesaucemarketing.co.uk to find out how we can support your business with a client-centred marketing approach.

You can check out previous editions of ‘The Sauce’ here. 

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