Marketing Trends You Can’t Afford To IgnoreSeattle MarketMix 2013
“I don’t set trends. I just find out what they are and                      exploit them.”                       Dick Clark
“Trends, like horses, are easier to ride in the           direction they are going.”                  John Naisbitt
“Advertisers are constantly accused of creating   trends, shaping attitudes and planting newbehavior in consumers. But in ...
Secretsof Effective Advertising
Increased understanding of why audiences areusing social media
Fact.MARKETING IS A CONVERSATION.
Fact.TV IS DEAD.
Fact.PARTICIPATION IS KING.
But.ARE THEY?
0.5%fans talking about abrand on Facebook   Source: Karen Nelson-Field & Jennifer Taylor, ‘Facebook Fans: A Fan for Life?’...
The brands that do the best job with social networksput themselves in the seat of the consumer whenusing social   FB/Twit...
TV still biggest...online close behind...print is gettingsmashed                                                          ...
77%of people say theydon’t have arelationship with abrand  Source: Harvard Business Review, http://blogs.hbr.org/cs/2012/0...
Participation and interaction with marketing initiatives isstill greatest among those who are closest to the brand        ...
Campaigns whose primary objective is participation              “are good at market share defence but little else”        ...
Implications    Develop consumer opportunities to interact     for those who want it     Leverage brand evangelists    ...
Our New Reality: The Multi-Screen World
Context Drives Device Choice
Computers Keep us Productive & Informed
Tablets Keep us Entertained
Smartphones Keep us Connected
There are two modes of multi-screening
Implications   Campaigns that work across screens can extend reach    enormously      We saw campaign recall double in a...
Ever Increasing Importance of Big Creative Ideas
‘Creative’ explains 75%+ of the variance in campaign success.
Great creative ideas can drive strong viralconsumer activity…
…and not just for the global P&G Brands
Often word-of-mouth can outperformpaid media within the touch-point mix
Excellent creative is one of the important                                         drivers of WoM                         ...
Excellent creative is one of the important                                         drivers of WoM                         ...
Effective Ads typically have:Interest ValueA differentiating   and relevant messageSimple storylinesAn immediately cle...
Effective Ads: Interest Value   Interest value is subjective, unique to the individual.    Memorable ads have something t...
Effective Ads: Interest ValueThere are predictably effective ways of breaking outfrom the pack…   Use of humour   Upbeat c...
…and now….a contest with prizes for the first person to identify the           next brands by the following images…..
Implications   Know your audience and do all you can to    leverage great creative against it   Be confident in your str...
The Irrational Consumer
The insight for the creative Big Idea maynot be so rational or found in productattributes
Why should brand managers care about the            emotions associated with their brand?            Almost everything we ...
Emotional associations drive brand equity              - and more associations are better                                 ...
The more emotional associations related to a                         brand the greater the purchase interest              ...
What Kinds of Emotions? Positive ones have the           highest correlations with purchase intentPassive                 ...
Marketers need to build emotional        associations on to the brand                 This is about emotional ‘need states...
Because we change moods/needs every day, it is            difficult to segment, and define the right message            to...
Implications   Emotions are everything, whether we perceive it    that way or not   We do not make “rational” decisions ...
Identifying Message Receptivity & LeveragingNeed States
Timing is everything
Fast Flat Shoe Inserts
Implications   Define the relevant need states for your    product and service and market to those    needs   Leverage c...
New Ways of Going Green: Profiting ThroughEncouraging Consumers to Buy Less
Print Less
Changing Blades Less Often
Eat Less Beef
Implications    Buying less may seem counter intuitive     but:     It can pay major dividends in       customer loyalty...
Consumer Media Research is Becoming MoreImportant
This is thekind of media   planning  above and    beyondconsumptionand audiencemeasurement   (ratings).
Older people watch more TV than younger, but they haveless recall – viewership isn’t enough to understand mediaimpact     ...
This is about growth in understanding how touch-points work and how to help marketers better plantheir integrated marketin...
How do different touch points combine toextend recall – are all needed?
In a synergistic campaign, what happens when the          audience see multiple touch points? How many          are too ma...
Implications   Media buys can be impacted by the nature of the    audience   Where is the brand at in its evolution? Dif...
We Will Use New Methods to Understand OurAudiences
The New NormalWhere consumers areconstantly connectedand “always on” is thedefault setting                         69
The New NormalWhere we are acceleratingtoward a new singularitywhere the storing of aconsumer’s digital lifewill be access...
The New NormalWhere we are moving towardsa culture where informationabout most things becomesreadily available            ...
The New NormalAnd where personalization ofthe digital landscape viadevices and apps will continueto grow quickly          ...
TODAY’S CONSUMERS ARE DIFFERENTWe have to engage them inways that capitalize on andmimic their lives in a digitalworld    ...
Multiple Sources will Provide More Accurate    Understanding   The complexity of our    new normal means we    can’t rely...
we need tothink differently
Structured         RESEARCHTargets PeopleDemographics        Socialized Monologue                     RESEARCH    LinearPr...
Implication   Getting the right person at the right time   Reliance on smaller samples   More “just in time” research v...
Consumers Continue to Evolve
In some markets,the average age isincreasing, whilewe observe large‘under 18’populations inother nations.Source: http://ww...
In some markets we see large influences fromimmigration, while others are ‘westernizing’.
In almost all markets we observe a growing powerof the consumer (the “prosumer”).
Consumers are increasingly guilt-free indisloyalty. The transactional model is ceasing toexist - the relationship and expe...
We see greater individualism, people arespending less time socializing “in person”.
Screen time is growing and personal care(health) is declining
Consumers are becoming more “on demand”– exercising their own power
Consumer targets are changing more quicklythan ever before.
The Implication: we need to be more savvy abouthow we market our businesses and who we aremarketing to
Questions?
Thank you!
Ipsos ASI's Top 10 Trends for 2013
Ipsos ASI's Top 10 Trends for 2013
Ipsos ASI's Top 10 Trends for 2013
Ipsos ASI's Top 10 Trends for 2013
Ipsos ASI's Top 10 Trends for 2013
Ipsos ASI's Top 10 Trends for 2013
Upcoming SlideShare
Loading in...5
×

Ipsos ASI's Top 10 Trends for 2013

476

Published on

by Kim Short, Ipsos

Published in: Business
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
476
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Ipsos ASI's Top 10 Trends for 2013

  1. 1. Marketing Trends You Can’t Afford To IgnoreSeattle MarketMix 2013
  2. 2. “I don’t set trends. I just find out what they are and exploit them.” Dick Clark
  3. 3. “Trends, like horses, are easier to ride in the direction they are going.” John Naisbitt
  4. 4. “Advertisers are constantly accused of creating trends, shaping attitudes and planting newbehavior in consumers. But in fact, the opposite is true: advertising doesn’t set trends, it follows them.” Terry O’Reilly
  5. 5. Secretsof Effective Advertising
  6. 6. Increased understanding of why audiences areusing social media
  7. 7. Fact.MARKETING IS A CONVERSATION.
  8. 8. Fact.TV IS DEAD.
  9. 9. Fact.PARTICIPATION IS KING.
  10. 10. But.ARE THEY?
  11. 11. 0.5%fans talking about abrand on Facebook Source: Karen Nelson-Field & Jennifer Taylor, ‘Facebook Fans: A Fan for Life?’, ADMAP, May 2012
  12. 12. The brands that do the best job with social networksput themselves in the seat of the consumer whenusing social FB/Twitter are not used to learn about brands People use them to talk about themselves or to interact with others 12
  13. 13. TV still biggest...online close behind...print is gettingsmashed vs. 2006 42% +1 38% +15 9% - 11 7% -4 4% -2 Source: US advertising revenue (millions) http://www.businessinsider.com/state-of-internet-slides-2012-10?op=1
  14. 14. 77%of people say theydon’t have arelationship with abrand Source: Harvard Business Review, http://blogs.hbr.org/cs/2012/05/three_myths_about_customer_eng.html
  15. 15. Participation and interaction with marketing initiatives isstill greatest among those who are closest to the brand Source: Patricia McDonald, http://planninginhighheels.com/2011/02/08/planning-for-participation/
  16. 16. Campaigns whose primary objective is participation “are good at market share defence but little else” 100 = avg*Market share defence 126 85Profit gain 75Market share gain 72Reduction of price sensitivityCustomer retention/loyalty 66Sales gain 50Customer acquisition 38 Meta-analysis of 254 campaign case studies over past 7 years * Very large business effects (indexed vs. all campaigns)
  17. 17. Implications Develop consumer opportunities to interact for those who want it  Leverage brand evangelists Reach everyone else through TV  To signpost, ignite, fuel, explain Sole focus just on participation won’t grow your brand
  18. 18. Our New Reality: The Multi-Screen World
  19. 19. Context Drives Device Choice
  20. 20. Computers Keep us Productive & Informed
  21. 21. Tablets Keep us Entertained
  22. 22. Smartphones Keep us Connected
  23. 23. There are two modes of multi-screening
  24. 24. Implications Campaigns that work across screens can extend reach enormously  We saw campaign recall double in a recent local campaign where TV was used in addition to online Plan creative content and media as a single exercise TV is not dead but it will evolve  Move completely away from TV with caution  TV frequency may decline – focus more on reach  Where reach builds quickly, may need to pool out more often
  25. 25. Ever Increasing Importance of Big Creative Ideas
  26. 26. ‘Creative’ explains 75%+ of the variance in campaign success.
  27. 27. Great creative ideas can drive strong viralconsumer activity…
  28. 28. …and not just for the global P&G Brands
  29. 29. Often word-of-mouth can outperformpaid media within the touch-point mix
  30. 30. Excellent creative is one of the important drivers of WoM Campaign Drivers of Awareness Paid media Average of recognition at the top of the purchase TV ad funnelImportance to Response Online ad magnitude Print ad Average of importance Website Out of home poster In store Word of mouth New s Item 0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100 Recognition Reach – Recognition of Media
  31. 31. Excellent creative is one of the important drivers of WoM Campaign Drivers of Purchase Intent WOM, web, Average of recognition in-store at the bottom of the purchase Word of mouthImportance to Response funnel magnitude Website In store New s Item Average of importance Out of home poster Online ad Print ad TV ad 0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100 Recognition Reach – Recognition of Media
  32. 32. Effective Ads typically have:Interest ValueA differentiating and relevant messageSimple storylinesAn immediately clear connection with the brand  Branding that’s subtle, insistent, integrated  Brand as hero, as a part of our lives
  33. 33. Effective Ads: Interest Value Interest value is subjective, unique to the individual. Memorable ads have something that helps them stand out from the crowd and gain attention. And the tactics keep changing.
  34. 34. Effective Ads: Interest ValueThere are predictably effective ways of breaking outfrom the pack… Use of humour Upbeat commercials with music Cute or appealing characters (kids, babies, dogs, etc.) Newsworthiness or information value An engaging narrative or story Use of an (identified) celebrity Continuity (of characters, style, etc.)
  35. 35. …and now….a contest with prizes for the first person to identify the next brands by the following images…..
  36. 36. Implications Know your audience and do all you can to leverage great creative against it Be confident in your strategy  A good story… Execute with finesse  …well told Does your process allow for this?
  37. 37. The Irrational Consumer
  38. 38. The insight for the creative Big Idea maynot be so rational or found in productattributes
  39. 39. Why should brand managers care about the emotions associated with their brand? Almost everything we do is for ourselves! Why should I? What will this brand do for me? What do I feel like doing? Genetic evolution is selfish by designIPSOS ASI LESSON LEARNED
  40. 40. Emotional associations drive brand equity - and more associations are better Brand Equity is higher when more emotional associations are present R = .61 Brand Equity Distinct Emotional Associations Source: Ipsos ASI R&D StudyIPSOS ASI LESSON LEARNED
  41. 41. The more emotional associations related to a brand the greater the purchase interest Number Of Emotional Associations And The Effect On Purchase Intent Definitely + Probably will buy 77% Definitely will buy 70% 64% 58% 49% 59% 46%Purchase Intent % 46% 42% 35% 20% 28% 26% 10% 0 1-2 3-4 5-6 7-8 9-10 11+ Number of Emotional Associations Source: Ipsos ASI R&D Dec 2007, N.A.: 75+ brands across 15+ categories
  42. 42. What Kinds of Emotions? Positive ones have the highest correlations with purchase intentPassive PassiveNegative Positive Doubtful/Confused Relaxed/Calm Unengaged/Bored (12%) (50%) (NA Norm= 20%) Warm/Trust/Happy Engaged/Curious (33%) (42%) Negative (12%) Turned-0n/Eager Active (28%) ActiveNegative IPSOS ASI LESSON LEARNED Positive
  43. 43. Marketers need to build emotional associations on to the brand This is about emotional ‘need states’Fancy Thursday Sunday footballevening: with the guys:
  44. 44. Because we change moods/needs every day, it is difficult to segment, and define the right message to an individual, for the right mood. Brand Managers must “paint” their brand with emotional associations and expected emotional pay-offs.IPSOS ASI LESSON LEARNED
  45. 45. Implications Emotions are everything, whether we perceive it that way or not We do not make “rational” decisions without emotions and emotional associations
  46. 46. Identifying Message Receptivity & LeveragingNeed States
  47. 47. Timing is everything
  48. 48. Fast Flat Shoe Inserts
  49. 49. Implications Define the relevant need states for your product and service and market to those needs Leverage customer databases to support mass customization
  50. 50. New Ways of Going Green: Profiting ThroughEncouraging Consumers to Buy Less
  51. 51. Print Less
  52. 52. Changing Blades Less Often
  53. 53. Eat Less Beef
  54. 54. Implications Buying less may seem counter intuitive but:  It can pay major dividends in customer loyalty  Offer up highly relevant differentiating positioning
  55. 55. Consumer Media Research is Becoming MoreImportant
  56. 56. This is thekind of media planning above and beyondconsumptionand audiencemeasurement (ratings).
  57. 57. Older people watch more TV than younger, but they haveless recall – viewership isn’t enough to understand mediaimpact Claimed Proven 54 40 34 29 22 15 18-34 35-49 50+
  58. 58. This is about growth in understanding how touch-points work and how to help marketers better plantheir integrated marketing programs.
  59. 59. How do different touch points combine toextend recall – are all needed?
  60. 60. In a synergistic campaign, what happens when the audience see multiple touch points? How many are too many? Touch Point Impact on Purchase Intent Very Likely Quite Likely 92 84TOP 2 72 BOX 59 62 68 56 47 12 16 22 24 Seen One or More Seen Two or More Seen Three or More Seen Four or More
  61. 61. Implications Media buys can be impacted by the nature of the audience Where is the brand at in its evolution? Different touch points impact different metrics Synergy extends impact with exposure to multiple campaign media
  62. 62. We Will Use New Methods to Understand OurAudiences
  63. 63. The New NormalWhere consumers areconstantly connectedand “always on” is thedefault setting 69
  64. 64. The New NormalWhere we are acceleratingtoward a new singularitywhere the storing of aconsumer’s digital lifewill be accessible on anydevice 70
  65. 65. The New NormalWhere we are moving towardsa culture where informationabout most things becomesreadily available 71
  66. 66. The New NormalAnd where personalization ofthe digital landscape viadevices and apps will continueto grow quickly 72
  67. 67. TODAY’S CONSUMERS ARE DIFFERENTWe have to engage them inways that capitalize on andmimic their lives in a digitalworld 73
  68. 68. Multiple Sources will Provide More Accurate Understanding The complexity of our new normal means we can’t rely on one source for all insight: • We need to listen • And converse • And passively measure • And actively measure 74
  69. 69. we need tothink differently
  70. 70. Structured RESEARCHTargets PeopleDemographics Socialized Monologue RESEARCH LinearPre-Determined Creating Long-TimeSiloed ResultsData Reporting
  71. 71. Implication Getting the right person at the right time Reliance on smaller samples More “just in time” research vs. bigger ongoing studies Passive observation Tagging digital activity to more quickly and easily find those who have been exposed Quality implications More qualitative
  72. 72. Consumers Continue to Evolve
  73. 73. In some markets,the average age isincreasing, whilewe observe large‘under 18’populations inother nations.Source: http://www.eea.europa.eu/data- and-maps/figures/median-age- projections
  74. 74. In some markets we see large influences fromimmigration, while others are ‘westernizing’.
  75. 75. In almost all markets we observe a growing powerof the consumer (the “prosumer”).
  76. 76. Consumers are increasingly guilt-free indisloyalty. The transactional model is ceasing toexist - the relationship and experience model is taking its place. From To Simple More complex Fast Sales Cycle Time consuming Buyer is not/does not Relationship building is have to be very key sophisticated
  77. 77. We see greater individualism, people arespending less time socializing “in person”.
  78. 78. Screen time is growing and personal care(health) is declining
  79. 79. Consumers are becoming more “on demand”– exercising their own power
  80. 80. Consumer targets are changing more quicklythan ever before.
  81. 81. The Implication: we need to be more savvy abouthow we market our businesses and who we aremarketing to
  82. 82. Questions?
  83. 83. Thank you!

×