The Association for Data-Driven Marketing and Advertising (ADMA) has launched a campaign for its newly refreshed education courses, which uses behavioural insights to break the familiar education category conventions.
The ‘Marketing Intelligence’ campaign promotes ADMA’s recently relaunched IQ education program, with several brand new courses, certificates and instructors now available. The ads, which appear across various digital channels, highlight the pitfalls of digital marketing and convey channel-specific information which educates and engages the audience.
The campaign, created by Hardhat, leans into three key behavioural biases which prevent people taking up training or education programs.
These are Status Quo Bias (breaking free from the comfort of familiarity is challenging), Temporal Discounting (valuing immediate gains over future benefits is a common pitfall) and Fresh Start Effect (people are more motivated at the start of a new (or perceived new) chapter; this has informed the media strategy when to promote the courses).
Dan Monheit, CEO of Hardhat, said as the genuine leader in marketing education, ADMA really needed to stand out in an increasingly crowded sector.
"We identified the majority of ads in this category are the same - generic stock images of ‘happy young marketers’ with vague messaging pointing to distant outcomes and dry, practical proof points," said Monheit.
“We saw the opportunity to lean into behavioural biases by highlighting these clichés and making the medium the message, demonstrating how by investing in an ADMA course people can become more skillful marketers.”
Andrea Martens, CEO of ADMA, said the organisation has spent hundreds of hours consulting with the industry to revamp its curriculum and ensure the courses are delivering tangible, insightful and practical training that is fit-for-purpose.
"This new campaign is a great example of the kind of thoughtful and innovative marketing our courses are designed to help marketers create," said Martens.
New courses available from ADMA IQ include Customer Experience Certificate, Marketing Technology Certificate and Unlocking Personalisation and Automation course. Revamped courses include Customer Journey Mapping: B2C & B2B and Privacy and Compliance for Marketers.
Credits
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Creative Agency: Hardhat
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Media Agency: Konversa
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Client: ADMA (Andrea Martens, CEO. Emma Smith, Group Marketing Manager)
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