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Making Marketing Remarkable
- 1. 1 Making Marketing Remarkable Lincoln Merrihew SVP-Client Services lincoln.merrihew@millwardbrown.com
- 2. 2 OROGENY Noun: the process of mountain-making or upheaval © 2016 Millward Brown Digital.
- 3. 3 © 2016 Millward Brown Digital. Brands are a vibrant part of society
- 4. 4 © 2016 Millward Brown Digital. Attention is a precious resource
- 5. 5 © 2016 Millward Brown Digital. Marketing never stops evolving
- 6. 6 1. Understand touchpoints that matter 2. Enhance the targeting triple play (right person, right message, right time) 3. Ensure its all working © 2016 Millward Brown Digital. Components of REMARKABLE marketing
- 7. 7 1. Touchpoints: “Consumers determine what they want when they want it.” © 2016 Millward Brown Digital.
- 8. © 2016 Millward Brown Digital.8 ENERGYSHOPPERCONSUMERJOURNEY
- 9. © 2016 Millward Brown Digital. Source: Millward Brown Digital’s Demystifying the Consumer Journey study, 2015.9 4.3 5.9 9.0 10.7 13.6 17.1 19.0 43.7 48.1 Alcohol Beauty Apparel Credit Cards Airlines Wireless Laptop/Tablet Insurance Auto Length of Purchase Journey Number of days from start of journey to purchase LOW INVOLVEMENT CATEGORY HIGH INVOLVEMENT CATEGORY
- 10. © 2016 Millward Brown Digital.10 12% 7% 8% 6% 3% 1% 2% 4% 1% 0.1% 0.1% 0.1% 0.1% 2% 6% 4% 5% 3% 0.8% 1% 0.4% 0.3% Touchpoints Along Consumer Journey Website Visitation Branded Search Social Shopping on Site Conversion on Site
- 11. Brands: Southwest vs. other airlines 11 Nuances within each industry impact consumer behaviors and interactions with brands © 2016 Millward Brown Digital.
- 12. © 2016 Millward Brown Digital. Source: Millward Brown Digital’s Getting Audiences Right study, 2015.12 LAPTOP / PCSMARTPHONE TABLET BIG DECISIONS 0% 20% 40% 60% 0-5 minutes 5-10 minutes 10-20 minutes 20-60 minutes More than one hour %ofRespondents Device Preference for Various Task Lengths
- 13. © 2016 Millward Brown Digital. Source: TNS Connected Life Study. D3. Time spent on devices/media/activities. Base: All who had a typical day - USA (2772) | 16 - 24 (707) | 25 - 34 (566) | 35 - 44 (508) | 45 - 54 (541) 13 Time spent on devices and media per day USA 16 - 24 25 - 34 35 - 44 45 - 54 Time spent on devices & media (hrs/day) Share of time on devices (%) Share of time on media (%) 9.4 10.7 8.9 8.3 8.9 Time spent on devices and media per day Radio Newspaper/magazine TV PC/laptop Tablet Mobile 23 32 26 19 14 11 13 12 12 9 33 33 33 34 32 27 17 23 28 35 2 1 1 1 2 6 4 5 6 7 Market Target 1 Target 2 Target 3 Target 4
- 14. 26 29 28 25 27 29 29 17 26 26 6 10 8 6 8 10 10 5 11 10 10 24 26 19 27 30 34 17 35 13 11 20 16 15 17 21 34 29 42 203 12 8 6 8 8 6 3 3 2 1 6 2 2 2 2 2 1 2 1 In bed when I wake up Early morning Late morning During lunch Early afternoon Late afternoon Early evening During dinner Late evening In bed before I go to sleep Reach of devices and media throughout the day Mobile Tablet PC/laptop TV Radio Newspaper/Magazine © 2016 Millward Brown Digital. Source: TNS Connected Life Study14
- 15. © 2016 Millward Brown Digital. Source: TNS Connected Life Study15 87 57 71 36 16 36 68 33 48 48 51 88 45 71 35 13 31 70 28 41 45 54 Digital hotspots – weekly digital activities Emails Instant messaging Social networking Visit blogs / forums Write blog Upload content 2015 2014 Read news/sport Console gaming Device gaming Streaming music Internet banking
- 16. © 2016 Millward Brown Digital. Source: TNS Connected Life Study16 52 48 41 59 Prevalence of research and openness to brand within category 46 5456 45 60 41 46 54 Pre-purchase research % Open vs. decided before shopping % Did not research Researched Open Decided Open shoppers are those open to the brand they buy – they are either shopping with no brand in mind, have more than one brand in mind, or are open to changing their mind on during their purchase journey. Decided shoppers are those who have made up their mind before starting their purchase journey. Automotive Technology Travel Baby care Financial services Personal care Hygiene products 57 43 Prevalence of research and openness to brand within category 89 86 85 81 74 51 42 11 14 15 20 26 49 58
- 17. Allocating budget based on actual consumer behavior: Electronics 17 We discovered the shopping journey is different for each segment, even within a category, providing opportunity to allocate resources on the most influential touchpoints for each segment. Finding: Tablet shoppers rely heavily on search, specifically non-branded search, during the early stages of the research process. Business impact: The client reallocated search spend towards non-branded tablet terms. Finding: Convertible consumers are more likely to rely on third-party review sites during the research process. Business impact: The client worked to increase its partnerships with review sites to better showcase its convertible products. NON-BRANDED SEARCH REALLOCATED SEARCH BUDGET REVIEW SITES INCREASED INVESTMENT VS. © 2016 Millward Brown Digital.
- 18. 11% 34% 23% 25% 6% Are we all ready? Confidence in understanding of consumer journey Very confident Somewhat confident Neutral Not very confident Not at all confident © 2016 Millward Brown Digital. Source: Millward Brown Digital’s Getting Digital Right 2016.18 31% Not Confident11% Very Confident B2B
- 19. 19 2. Enhance the targeting triple play © 2016 Millward Brown Digital.
- 20. © 2016 Millward Brown Digital.20 So, let’s say you take a look at something online, like a dress…
- 21. © 2016 Millward Brown Digital.21 Get this look! ADVERTISEMENT Get this look! ADVERTISEMENT Get this look! ADVERTISEMENT …and then it follows you everywhere you go online
- 22. © 2016 Millward Brown Digital. Source: Millward Brown Digital’s Touchpoint Activation report, 2015.22 Using search actions by location to chart brand awareness growth Tuesday 7am: Category Awareness Thursday 8pm: “Activated” Brand Awareness
- 23. Audiences prefer video ad content targeted to them by their interests 23 NEGATIVE POSITIVE NET (+ve minus –ve) Your interests (passions, hobbies) Type of brands you like or follow Type of context (show, website) Your demographic profile Your web browsing history +22 +15 +8 -5 -28 © 2016 Millward Brown Digital. Source: Millward Brown’s AdReaction: Video Creative in a Digital World, 2015 -21 -23 -23 -31 -47 43 38 31 26 19 -50 -30 -10 10 30 50
- 24. When done correctly, consumers ARE receptive to ads 24 BASE: ALL ANSWERING BASE: OWN OR HAVE ACCESS TO DEVICE © 2016 Millward Brown Digital. Source: Millward Brown’s AdReaction: Marketing in a Multiscreen World, 2014 18 17 17 33 Very/Somewhat Favorable (%) 41 46 42 68 Pay At Least Some Attention (%)
- 25. © 2016 Millward Brown Digital. Source: Millward Brown Digital’s Touchpoint Activation report, 2015.25 A day in the life of an online consumer TV goes on for half hour in the morning 90 minutes watching TV While simultaneously browsing Facebook on mobile And then checking email on mobile 4 minutes on Blogspot on PC 9 minutes reading news articles on PC Searches for dinner recipe on PC Pins the selection 2 minute work break to tweet 5 minutes watching a video on YouTube on mobile8 minutes browsing Facebook on mobile While shopping on Amazon on PC 18 minutes watching YouTube on PC 18 minutes playing Candy Crush Then checking Instagram on mobile While listening to Pandora for 20 min. on mobile 15 minutes browsing Reddit on PC 18 minutes browsing Facebook on PC
- 26. © 2016 Millward Brown Digital.26 Targeting needs to be multi-faceted Gender, Age, Income, Marital Status, Children, Location Online in General Number of Sites Visited Total Time Online Number of Days Online Category Engagement Visitation to Brand Sites Visitation to Competitive Sites Visitation to Retailer Sites Brand Search Category Search Visitation to Research sites The Bigger Behavioral Picture Visitation to Non-Category Sites (like sports, music, fashion, adventure, etc.) Gender Age Income Marital Status Children Location TRADITIONAL TARGETING ENHANCED TARGETING SCIENCE
- 27. © 2016 Millward Brown Digital.27 But which brands have “permission”? Who owns the relationship with the consumer? Which brands have “permission” for each part of the equation? Brand Footprint Mark Fields, CEO, Ford: We see…smart mobility…the connected car as it becomes part of the Internet of things Apple hires former Tesla VP vehicle engineering to work on "special projects" related to the tech giant’s electric car initiative (code-named Titan)
- 28. © 2016 Millward Brown Digital.28 Would you buy a guitar from ExxonMobil? A 4x4 from Bose?
- 29. 29 3. Ensure it’s all working © 2016 Millward Brown Digital.
- 30. Unlock the power of data © 2016 Millward Brown Digital. Source: Millward Brown Vermeer’s Insights 2020, 2015.30 Know what data you have Link multiple data sources On-and offline integration Synergize behavioral and attitudinal Predictive, forward- looking
- 31. Measureable returns through the funnel © 2016 Millward Brown Digital.31 Total ROI Objective KPI’s Campaign Impact Cost Per Consumer* Consumers per Dollar Spent Targeting Efficiency +6,970,843 consumers $0.40 2.51 Aided Brand Awareness +3,811,396 consumers $0.73 1.37 Site Visitation + 3,059,147 Consumers $0.91 1.10 Penetration +20,561 consumers $135.33 0.01 Incremental Sales $2,005,998 = $0.72 sales per $ spent on advertising **Total Advertising Spend $2,782,670
- 32. Complement findings with insights from across the path © 2016 Millward Brown Digital.32 Total ROI Objective KPI’s Campaign Impact Targeting Efficiency +6,970,843 consumers Aided Brand Awareness +3,811,396 consumers Site Visitation + 3,059,147 Consumers Penetration +20,561 consumers Incremental Sales $2,005,998 Total Advertising Spend $2,782,670 Did these consumers cross-shop other brands? How did “activated” awareness change from site to site? What content on the site engaged visitors? How about buyers? Did some of the consumers that did not buy on the site buy the same product elsewhere? Did they buy from a rival? Did they buy at all? What to ask next…
- 33. Critical media decisions © 2016 Millward Brown Digital.33 Optimize MeasureInform Where will I reach my target audience? Touchpoint Activation What is my measure of success? Sales Driven Optimization How do I allocate my media? Media Insights Insights Driven Targeting Who did my campaign reach? Audience Insights Was my campaign effective? Brand Lift Insights Consumer Behavior Insights Sales Insights What behavior am I trying to change and where? Path to Purchase
- 34. Are we ready? Behavioral data will only become more important © 2016 Millward Brown Digital. Source: Millward Brown Digital’s Getting Digital Right 2016.34 90% Yes! [0% No!] B2B 51% 39% 10% Expected importance of passively collected online behavioral data in the next 3 years Significantly increase Somewhat increase Stay the same Somewhat decrease Significantly decrease
- 35. © 2016 Millward Brown Digital. Source: Millward Brown Digital’s Getting Digital Right 2016.35 40% Confident 46% Not Confident B2B 11% 29% 14% 30% 16% Are we ready? Confidence in organization’s usage of Big Data Very confident Somewhat confident Neutral Not very confident Not at all confident
- 36. 36 © 2016 Millward Brown Digital. Implications & Readiness
- 37. © 2016 Millward Brown Digital.37 Implications for Marketers It’s a customer-first world and the consumer has more control than ever before…but that also means they’re revealing more Demographics are an inadequate way to understand who your marketing is reaching Align the mission of marketing (such brand-building vs. drive immediate purchase) with the investment by behavioral segment, position along the journey, and screen preference Understand the varying path of the consumer journey, and group like paths together into segments that can more easily be evaluated to optimize high-value paths Use digital behaviors in new ways, like tracking relative strengths and weaknesses of brand awareness (aka “activated” brand awareness) Commit to obtaining holistic insights that not only explore the individual components of your marketing’s performance — such as audience, brand lift, consumer behavior insights — but tell the complete story across delivery and impact Be Brave: consider the goal and make the call, then measure success and refine B2B
- 38. © 2016 Millward Brown Digital.38 Let’s review our readiness… very confident they understand consumer journey confident in their organizations’ use of data expect passively-gathered behavioral data to become increasingly important 11% 40% 90% 11% 40% B2B
- 39. 39 Behavioral OROGENY Noun: the process of mountain-making or upheaval A mountain of data An upheaval in what we’re doing with it © 2016 Millward Brown Digital.
- 40. 40 Lincoln Merrihew SVP-Client Services lincoln.merrihew@millwardbrown.com © 2016 Millward Brown Digital.
Editor's Notes
- Today, we’re going to talk about making marketing extraordinary, again…..XXXXX To start, let’s first understand a few trends in the industry:
- First, brands are vital to people – people now partially define themselves by the brands they love/hate and engage with.
- And finally, attention is a precious resource. So, what can we as marketers do to ensure we are navigating the complexity of marketing to the right consumer, with the right message, at the right touchpoints, on the right screen, at the right time – i.e. how can we make marketing extraordinary again?
- Second, marketing is evolving – new technologies and platforms continue to emerge that change the way consumers and brands interact.
- I’d posit there are three things we can do to optimize the opportunities that exist: UNDERSTAND THE TOUCHPOINTS THAT MATTER (CONSUMER JOURNEY): With the proliferation of devices and platforms, understanding the various paths of the consumer journey are critical for marketing success. REACH THE RIGHT PERSON AT THE RIGHT TIME (TARGETING): Fine line between relevance and overage; precision targeting is what’s required to strike that balance – ads need to be contextually relevant, interest-based (derived from websites they visit), not over-saturated/intrusive ENSURE IT ALL WORKS (MEASUREMENT): Holistic measurement around audiences, brand performance, consumer behavior, and sales are vital to effective marketing
- According to Terry Semel, CEO and director at Yahoo at the Association of National Advertisers’ annual meeting in Oct ’14: “Consumers determine what they want when they want it, which is a prime reason for the shift in dollars from broadcast to cable to Internet and to more non-traditional media in general. It’s now a question of ‘How personalized can you make your brand in my life?’” CONSUMER JOURNEY
- A representation of the Consumer Journey (based on Clickstream, for a consumer shopping for energy services – in the UK)
- Category involvement influences time investment: The buying process varies by category, much shorter for low-involvement purchases than those that require more in-depth research
- Top 5 online travel brands: Trip Advisor, Expedia, Southwest, Priceline and Booking.com Website visitation: 12%, 7%, 8%, 6%, 3% Branded Search: 1%, 2%, 4%, 1%, 0.1% Facebook, Twitter, YouTube pages: less than 0.1% for all Shopping on site: 2%, 6%, 4%, 5%, 3% Purchase on site: 0%, 0.8%, 1%, 0.4%, 0.3%
- But today’s environment isn’t as simple as understanding what sites consumers engage with, but also, on what devices they interact. For low-attention tasks, audiences prefer smartphones, but as task investment goes up, so does laptop/PC usage. Mobile not replacing desktop.
- Mobile is consistently present throughout the day, other than dinner; TV and Tablet spike during Primetime
- Email, SM and news/sports are key hotspots; high year over year all touchpoints grew year over year, led by IM and device gaming
- Even consumers who are “decided” on brand choice conduct a significant amount of research for Financial Services
- THE CHALLENGE: A major electronics manufacturer wanted to better understand the consumer journey of its tablet and convertible PC shoppers to ensure that its budget was aligned with actual shopper behavior. Wanted to understand: How do our electronics shoppers use online channels during each stage of their research process? Are our resources allocated among online touchpoints to align with shopper behavior? How can we drive consideration and purchase among these two shopper segments?
- About 1/3 of marketers not confident they understand consumer journey
- Slide in AdReaction (net positives and net negatives for targeting, is there a follow-up of qual?) Most important qualities in mobile ads (from AdReaction 2014) MB’s unique approach to syndicated targeting – interest-based and brand-affinity-based (marry brand preference from BLI’s to actual behaviors – not modeled – and can be done at scale)
- We’ve all been there…you shop for something online, let’s say a dress…
- And then that brand/product follows you around on the internet. It turns out, consumers don’t like this type of targeting.
- One of the key things about all types of advertising, digital in particular, mobile even more than that, is about targeting – making sure you’re targeting the right audience. What’s so interesting in this slide is what audiences want to be targeted on. Some of the easiest things to target audiences on are the lower ones on here – it’s easy to target an audience on their shopping history, on their online search history, on their web browsing history, but audiences don’t like that. If you look at the net positive or net negative at the bottom, you’ll see these are the things they are more often than not negative towards these types rather than positive. Audiences will say that type of stuff is creepy, they feel stalked, it’s perceived very negatively. Instead, what audiences want to be targeted on is how they see themselves, what their interests are – the brands that they like. Q: Advertisers can target the video ads you see in many different ways. How do you feel about video ad targeting based on…?
- When done right, consumers ARE receptive to ads. Q: How would you characterize your attitude towards each of the following formats of advertising? Each time you see each of the following, how much do you typically pay attention? Base: access to device.
- A: MEASUREMENT!
- Selecting the RIGHT measurements is crucial. Data overload caused a decrease in marketers’ confidence in the ability to utilize the data at their fingertips – much of which occurs due to data overload and the challenge of focusing on the measurements that will impact your business.