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Context is Queen

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Context is Queen

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The picture is not always what you think it is! Learn why decisions taken using traditional survey data might be regretted when context is considered. See beyond reaching people to understanding when to engage with them. Discover how to moderate marketing activity in response to PR crises. In a programmatic digital world, understand how to positively amplify customer experience touchpoints and find out how to build context into your marketing measurement.

The picture is not always what you think it is! Learn why decisions taken using traditional survey data might be regretted when context is considered. See beyond reaching people to understanding when to engage with them. Discover how to moderate marketing activity in response to PR crises. In a programmatic digital world, understand how to positively amplify customer experience touchpoints and find out how to build context into your marketing measurement.

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Context is Queen

  1. 1. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech Context is Queen Heval Ceylan-Gilchrist MESH Experience
  2. 2. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech “Context ma<ers” If you had to boil down the whole behavioural science into two words, those words might well be “context ma<ers”. Rory Sutherland, Vice Chairman, Ogilvy & Mather
  3. 3. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech What kind of context? •  Time of the day •  News context •  Media locaOon •  Media plaPorm •  CompeOtor context •  Program context
  4. 4. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech Methodology 4 ONLINE REAL-TIME ONLINE Survey to capture brand metrics to establish base Brand experiences captured in real-time via mobile Survey to capture brand metrics in order to measure change caused by experiences BEFORE DURING AFTER Real-=me Experience Tracking (RET)
  5. 5. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech Real-Ome Experience Tracking (RET) 5 Pre: Online Survey Touch point TV Poster/Billboard Radio Cash Point Conversa=on Cinema Newspaper Magazine At a Branch Online Social Media Online – Other Banking App Mailing E-mail An event Other (please specify) PosiOvity On a scale of 1 to 5 (5 is very posi=ve) How did it make you feel? Persuasiveness On a scale of 1 to 5 (5 is very much likely to choose) How likely did it make you to choose the brand? Brand metrics Awareness Considera=on Product ownership Bank rela=onship Imagery Post: Online Survey QualitaOve insights Par=cipant inputs comments about each touch point. Sub-touchpoints Ad from bank Bank’s/provider’s own Website Sponsorship In the news Consumer review/blog/discussion forum Men=on on comparison website Search engine website Email Bill or statement Video about the brand e.g.Youtube/Vimeo Other (please specify) Brand Brand 1 Brand 2 Brand 3 Brand 4 Brand 5 Brand 6 Brand 7 ... Other (Please specify) Real-Ome Diary Brand metrics Considera=on Bank rela=onship Imagery A summary of key metrics captured at each stage Pictures Par=cipant shares pictures of touchpoints they experience.
  6. 6. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech Response to brand touchpoints differ by the Ome of the day
  7. 7. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech Reach and posiOvity follows a different pa<ern 7 Source. MESH Experience Tracking
  8. 8. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech Which touchpoint is it driven by? 8 Online in the evening TV in the morning Indicates lower base size under 100 Source. MESH Experience Tracking
  9. 9. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech Packaged goods TV ads enhance mood in morning! 9 Source. MESH Experience Tracking “Watching the news in the background, Sky Sports advert break, puppets in the advert. EaHng my toast and drinking my coffee. It made me smile and I thought that it was a great ad to show in a morning when people may need cheering up.” CPG (food), TV, Ad from brand, 07.21, Fairly posi=ve, Slightly more likely to buy
  10. 10. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech Consumers respond more posiOvely to ads when they are thinking about those products 10 Source. MESH Experience Tracking Relationship between Time of Day and Positivity toward CPG Advertising - Snacks
  11. 11. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech Service experiences are more engaging from 6pm onwards 11 *T2B Very posiHve + Fairly posiHve Source. MESH Experience Tracking
  12. 12. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech Which touchpoint is it driven by? 12 Source. MESH Experience Tracking Average posiHvity for the category *T2B Very posiHve + Fairly posiHve
  13. 13. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech Higher dwell Ome provides greater engagement and be<er message delivery 13 Source. MESH Experience Tracking I was waiOng for my train when I saw the adverOsement on the wall. A red and white advert about the X product which gives you money back, but has a monthly fee. It sOll makes me think that this is a good deal, even though my account does not have a charge, the interest is very low, so this might be be<er. Services, Outdoor, Train sta<on, Ad from brand, 18.30, Fairly posi<ve, Slightly more likely to buy
  14. 14. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech LocaOon of OOH ma<ers
  15. 15. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech Consumers react more posiOvely to ads close to point of purchase 15 Source. MESH Experience Tracking
  16. 16. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech NegaOve PR can have a negaOve impact on paid adverOsing
  17. 17. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech NatWest TV experiences is outperformed 17 Source. MESH Experience Tracking, March 14th-27th 2017 The size of the bubble denotes Experience Reach
  18. 18. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech The negaOve news is about bank closures 18 “I've heard in the news that NatWest Bank will be closing down several branches because people bank online nowadays. Lots of jobs will be lost. This news made me feel really sad and disappointed because the current economy becomes more and more insecure.” NatWest, TV, News, Fairly Nega=ve, Slightly less likely to Choose “RBS/NatWest are shuVng more branches which will mean loss of jobs. They say that less people go into branches now which I have no<ced as there are rarely any queues now.” NatWest, TV, News, Neutral, No difference Source. MESH Experience Tracking, March 14th-27th 2017 “Small item in the news on Classic FM, heard on the radio as a passenger in a van driven by my husband. The news item stated that NatWest and RBS are both looking to close branches and shed a number of staff/jobs due to a shiY in the way services are delivered. I was not parHcularly happy about the news as I am concerned about the effect of branch closures on smaller communi<es and people less able to travel into larger towns/ci<es, as well as concerned for those who could lose their jobs.” NatWest, Radio, News, Fairly Nega=ve, Much less likely to Choose
  19. 19. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech Co-operaOve Bank experiences are behind others Source. MESH Experience Tracking, March 14th-27th 2017
  20. 20. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech Actually their TV ads are performing well “It was really different. Made me pay aZenHon. Revolved around one person and the project they invest their money in. The offer for switching accounts was impressive too at £110. Never seen a co-op bank advert before. Definitely peaked my interest!” TV, Co-operaHve Bank, Very PosiHve, Much More Likely to Choose Source. MESH Experience Tracking, March 14th-27th 2017
  21. 21. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech NegaOve news through many channels 21 Source. MESH Experience Tracking, 14th-27th 2017 The Co-operaHve Bank will look to raise £750million, including a debt-for-equity swap, to boost its capital strength if it cannot find a buyer. Was going to get a new account from them but not with this news.” Online, Co-opera=ve Bank, Very Nega=ve, Much Less Likely to Choose “I was watching the news with my partner when they discussed the financial losses of the bank it made me sad to see a great ins<tu<on fail.” TV, Co-opera=ve Bank, Fairly Nega=ve, Much Less Likely to Choose “Hopes of Co-op bank surviving fast disappearing - want to get all my money out asap.” Newspaper, Co-opera=ve Bank, Very Nega=ve, Much Less Likely to Choose
  22. 22. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech Significant negaOve impact on brand 22 Source. MESH Experience Tracking, March 14th-27th 2017
  23. 23. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech Key Take Outs •  Right context for an ad can boost its impact. •  Select Omes when people are more recepOve to your category messages. •  Adapt the creaOve to Ome of the day and/or locaOon it is adverOsed •  Understand the context in which you are adverOsing
  24. 24. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech Thank You! +44 0730 760104 hevalgilchrist@meshexperience.com www.meshexperience.com
  25. 25. Context is Queen Heval Ceylan-Gilchrist, MESH Experience New but not Tech Q & A Heval Ceylan-Gilchrist MESH Experience Ray Poynter The Future Place

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