This document discusses insights about consumer perceptions of innovation from a survey conducted in China. The key insights are:
1) While consumers believe in the promise of innovation, they want brands to reassure them by addressing concerns about privacy, security, environmental impact, and feeling constantly connected.
2) Consumer acceptance of brand innovation cannot be bought, it must be earned by addressing their concerns which may prevent purchases.
3) Consumers rely more on peer recommendations from other consumers, rather than brands, to reassure them and provide evidence about new products.
4) Brands need to empower peer conversations by encouraging reviews to build more trust with consumers and help them accept new innovations.
Now Next Beyond v2: Making Sense of ChangeArena UK
Now, Next, Beyond is our take on how to make sense of changes in the media landscape, including new technologies, trends in consumer behaviour or demography, and our understanding of how marketing works.
We take a short, medium and long-term view to quantify how and when key developments in the industry are going to impact what customers - and therefore brands - do.
Are you a CMO looking to make an impact with your retail brand wherever your consumers are? Mobile is the solution for brand building, growth, and revenue. Learn how to unify brand awareness, engagement, and retention activities with a mobile campaign.
Now Next Beyond v2: Making Sense of ChangeArena UK
Now, Next, Beyond is our take on how to make sense of changes in the media landscape, including new technologies, trends in consumer behaviour or demography, and our understanding of how marketing works.
We take a short, medium and long-term view to quantify how and when key developments in the industry are going to impact what customers - and therefore brands - do.
Are you a CMO looking to make an impact with your retail brand wherever your consumers are? Mobile is the solution for brand building, growth, and revenue. Learn how to unify brand awareness, engagement, and retention activities with a mobile campaign.
The top media trends that consumers don’t even know aboutKantar
This presentation focuses on the Top media trends consumers don’t even know about. The purpose of this presentation is to move a step back from what we as marketers speak about, about the newest shiny thing and the big buzz word of the year – and see what this actually looks like from the perspective of the consumer.
And why does this matter? Because how consumers feel about or perceive marketing trends and advertising will impact how they feel about your brand and therefore the long-term financial success of your company.
Tomorrow’s News 2018 explores:
News consumption patterns and habits of global executives The importance of news brands and social media Perceptions of news brands and advertisers
Issues around data transparency and GDPR
Future tech influencers of news consumption and businesses
What's Driving Digital Marketing in 2014? Conversant ResearchConversant, Inc.
A major Conversant research study evaluating
attitudes, plans and actions of both brand
marketers and agencies reveals a shift in focus
among marketers in 2014. As pressure for driving
results becomes stronger, marketers are moving
away from piecemeal tactics and experimentation
and doubling down budgets on those strategies
and tactics that they can count on to deliver a
higher return in the coming year.
Have you fallen victim to Social Media ‘sensationalism’? Find out why this rising phenomenon is causing waves online, and how to navigate the hype to stay ahead of the game in State of Social’s 10th edition!
Lead by Chris Walts, Social Strategy Director at Ogilvy UK, we explore the effect of sensationalism and what it means to marketers. Plus, the latest format updates from all the major platforms and a look at some best-in-class creative from the last quarter.
We are currently in the midst of the most disruptive global crisis seen in decades. There is little doubt that the aftermath of COVID-19 will have life-changing impact on societies, political systems and economies. And it will likely be the single-most important catalyst in modern history for changing consumer behaviour and attitudes. This is a defining moment for Brands, and how they react – what they do – will not only impact short-term survival, but more important, the long-term brand health that is critical to future growth.
Our speakers will draw on prior experiences with SARS, the 2008 financial crisis and the current realities in Asia, Europe and the US. In this week’s webinar they will discuss what your brand should be thinking about and how to plot a course through this world-redefining period.
We have the latest information regarding new consumer habits and internet & social media trends, from how and where to use AR (Artificial Reality) and VR (Virtual Reality), how and why you need to boost user-generated content, why you have to invest more in “micro-influencers”, why short-form video content is a must, and most importantly why and how brands have to encompass in their line-up subjects that are inclusive and representative for a wide range of audiences.
A presentation I did for the Turkish advertising association in Istanbul, November 2006. It looks at the various societal changes that have meant the rise of new ways of communication and gives examples and cases of how to use digital media to conduct your marketing communications.
Digital Australia Monthly Update - March 2014Damus Chu
This is the 2nd edition of DAMUS. Pug Life has summarised a very busy month of training & research for marketers in Australia in under 20 slides.
This includes key-points from over 8 hours of research and training across: 1) Google Partners Master Class Workshop, 2) Sales Force 1 World Tour, 3) Roy Morgan State of The Nation, 4) Nielsen Digital Landscape and finally 5) Sizmek's Global Digital Benchmarks for 2013.
If you require a digital expert to help you run your digital campaigns, please contact me on damus@puglifeadsolutions.com.au or follow me on Facebook, LinkedIn, Twitter or Google+.
Thanks for visiting.
Digital Australia Monthly Update Session - February 2014Damus Chu
Digital Australia Monthly Update Session written by Damus Chu, owner of Pug Life Ad Solutions. He has worked in corporate media across several industries in the last 7 years, managed over $20m worth of media and familiar with the Sydney and Melbourne markets. Every month he will collate digital ad opportunities collected from the media owners in Australia and present them to you on Slide Share.
What's Next: Health & Wellness - Disruption & Adapting for the ReboundOgilvy Consulting
The COVID-19 crisis is rapidly changing how individuals are managing their health and well-being, approaching life with more gratitude and resilience. Digital health solutions adoption is booming as are some wellness sectors, and will contribute to the emergence of new healthcare models faster than expected.
In this webinar, learn how it will become essential for any healthcare provider to propose compassionate and empathetic care experiences to their clients, leveraging wellness to stay relevant in these turbulent times. Join us to understand some quick wins and envision your post-crisis healthcare shift.
Tablet Marketing Whitepaper - August 2014Damus Chu
A compelling business case for tablet marketing in Australia.
Contents:
- Executive Summary.
- Online Snapshot.
- Nascent Tablets Growing Rapidly.
- Multi-device usage for Tablets.
- More News Consumed Digitally.
- Next-generation using tablets.
- Tablets are used in lean-back settings.
- Greater demand in automotive industry.
- Bigger sessions on web/apps.
Pas 1 ni 10, mais 26 vagues d'innovations technologiques qui sont en train de secouer l'économie, la société et l'humanité toute entière...
Découvrez cette analyse très complète de Brian Solis, l'analyste en chef de Altimeter Group.
Created by the team at Twenty20.
Your customers are addicted to mobile and now, more time is now spent on mobile devices than on computers.
Consumers have made the shift from desktop to mobile but slow moving marketers haven't caught on. To win in mobile marketing it's essential to realize the power of mobile usage and craft campaigns for smartphone marketing. The recent KPCB Internet Trends 2015 report has some powerful data (included here) supporting the need for your attention to shift to marketing on mobile. The biggest key to success in mobile marketing is using engaging, authentic stock photos to connect with your mobile addicted customers.
Gunther Schumacher, Worldwide President & COO of OgilvyOne Worldwide, spoke at the IBM BusinessConnect software summit about how data and technology are still transforming marketing.
As marketers, you need to sell. That is why the mantra of David Ogilvy, our founder was “we sell, or else.”
But in today’s digital world, the customer is in charge. She decides when and where to engage, how to communicate, where to get information.
Today’s customers engage only on their terms, not yours.
Consumers used to be receptive to marketing messages about product benefits. Today, most of them trust recommendations from other consumers and they are seeking them out actively.
You have to stay on top of your competition. Most of them use Facebook, Twitter, Pinterest, Tumblr, and so on. You can no longer afford to ignore new media channels, especially in the social space. Online reviews can work in your favor. Or they can work against you. How do you cope with them?
Innovation and the Earned Brand is Edelman's global survey of consumer attitudes toward brand innovation. The online survey was fielded between April and May 2015 across 10,000 consumers in 10 countries, with additional qualitative research among millennials in 5 countries.
The top media trends that consumers don’t even know aboutKantar
This presentation focuses on the Top media trends consumers don’t even know about. The purpose of this presentation is to move a step back from what we as marketers speak about, about the newest shiny thing and the big buzz word of the year – and see what this actually looks like from the perspective of the consumer.
And why does this matter? Because how consumers feel about or perceive marketing trends and advertising will impact how they feel about your brand and therefore the long-term financial success of your company.
Tomorrow’s News 2018 explores:
News consumption patterns and habits of global executives The importance of news brands and social media Perceptions of news brands and advertisers
Issues around data transparency and GDPR
Future tech influencers of news consumption and businesses
What's Driving Digital Marketing in 2014? Conversant ResearchConversant, Inc.
A major Conversant research study evaluating
attitudes, plans and actions of both brand
marketers and agencies reveals a shift in focus
among marketers in 2014. As pressure for driving
results becomes stronger, marketers are moving
away from piecemeal tactics and experimentation
and doubling down budgets on those strategies
and tactics that they can count on to deliver a
higher return in the coming year.
Have you fallen victim to Social Media ‘sensationalism’? Find out why this rising phenomenon is causing waves online, and how to navigate the hype to stay ahead of the game in State of Social’s 10th edition!
Lead by Chris Walts, Social Strategy Director at Ogilvy UK, we explore the effect of sensationalism and what it means to marketers. Plus, the latest format updates from all the major platforms and a look at some best-in-class creative from the last quarter.
We are currently in the midst of the most disruptive global crisis seen in decades. There is little doubt that the aftermath of COVID-19 will have life-changing impact on societies, political systems and economies. And it will likely be the single-most important catalyst in modern history for changing consumer behaviour and attitudes. This is a defining moment for Brands, and how they react – what they do – will not only impact short-term survival, but more important, the long-term brand health that is critical to future growth.
Our speakers will draw on prior experiences with SARS, the 2008 financial crisis and the current realities in Asia, Europe and the US. In this week’s webinar they will discuss what your brand should be thinking about and how to plot a course through this world-redefining period.
We have the latest information regarding new consumer habits and internet & social media trends, from how and where to use AR (Artificial Reality) and VR (Virtual Reality), how and why you need to boost user-generated content, why you have to invest more in “micro-influencers”, why short-form video content is a must, and most importantly why and how brands have to encompass in their line-up subjects that are inclusive and representative for a wide range of audiences.
A presentation I did for the Turkish advertising association in Istanbul, November 2006. It looks at the various societal changes that have meant the rise of new ways of communication and gives examples and cases of how to use digital media to conduct your marketing communications.
Digital Australia Monthly Update - March 2014Damus Chu
This is the 2nd edition of DAMUS. Pug Life has summarised a very busy month of training & research for marketers in Australia in under 20 slides.
This includes key-points from over 8 hours of research and training across: 1) Google Partners Master Class Workshop, 2) Sales Force 1 World Tour, 3) Roy Morgan State of The Nation, 4) Nielsen Digital Landscape and finally 5) Sizmek's Global Digital Benchmarks for 2013.
If you require a digital expert to help you run your digital campaigns, please contact me on damus@puglifeadsolutions.com.au or follow me on Facebook, LinkedIn, Twitter or Google+.
Thanks for visiting.
Digital Australia Monthly Update Session - February 2014Damus Chu
Digital Australia Monthly Update Session written by Damus Chu, owner of Pug Life Ad Solutions. He has worked in corporate media across several industries in the last 7 years, managed over $20m worth of media and familiar with the Sydney and Melbourne markets. Every month he will collate digital ad opportunities collected from the media owners in Australia and present them to you on Slide Share.
What's Next: Health & Wellness - Disruption & Adapting for the ReboundOgilvy Consulting
The COVID-19 crisis is rapidly changing how individuals are managing their health and well-being, approaching life with more gratitude and resilience. Digital health solutions adoption is booming as are some wellness sectors, and will contribute to the emergence of new healthcare models faster than expected.
In this webinar, learn how it will become essential for any healthcare provider to propose compassionate and empathetic care experiences to their clients, leveraging wellness to stay relevant in these turbulent times. Join us to understand some quick wins and envision your post-crisis healthcare shift.
Tablet Marketing Whitepaper - August 2014Damus Chu
A compelling business case for tablet marketing in Australia.
Contents:
- Executive Summary.
- Online Snapshot.
- Nascent Tablets Growing Rapidly.
- Multi-device usage for Tablets.
- More News Consumed Digitally.
- Next-generation using tablets.
- Tablets are used in lean-back settings.
- Greater demand in automotive industry.
- Bigger sessions on web/apps.
Pas 1 ni 10, mais 26 vagues d'innovations technologiques qui sont en train de secouer l'économie, la société et l'humanité toute entière...
Découvrez cette analyse très complète de Brian Solis, l'analyste en chef de Altimeter Group.
Created by the team at Twenty20.
Your customers are addicted to mobile and now, more time is now spent on mobile devices than on computers.
Consumers have made the shift from desktop to mobile but slow moving marketers haven't caught on. To win in mobile marketing it's essential to realize the power of mobile usage and craft campaigns for smartphone marketing. The recent KPCB Internet Trends 2015 report has some powerful data (included here) supporting the need for your attention to shift to marketing on mobile. The biggest key to success in mobile marketing is using engaging, authentic stock photos to connect with your mobile addicted customers.
Gunther Schumacher, Worldwide President & COO of OgilvyOne Worldwide, spoke at the IBM BusinessConnect software summit about how data and technology are still transforming marketing.
As marketers, you need to sell. That is why the mantra of David Ogilvy, our founder was “we sell, or else.”
But in today’s digital world, the customer is in charge. She decides when and where to engage, how to communicate, where to get information.
Today’s customers engage only on their terms, not yours.
Consumers used to be receptive to marketing messages about product benefits. Today, most of them trust recommendations from other consumers and they are seeking them out actively.
You have to stay on top of your competition. Most of them use Facebook, Twitter, Pinterest, Tumblr, and so on. You can no longer afford to ignore new media channels, especially in the social space. Online reviews can work in your favor. Or they can work against you. How do you cope with them?
Innovation and the Earned Brand is Edelman's global survey of consumer attitudes toward brand innovation. The online survey was fielded between April and May 2015 across 10,000 consumers in 10 countries, with additional qualitative research among millennials in 5 countries.
Innovation and the earned brand study dutch resultsEdelman Amsterdam
Innovation and the EARNED BRAND is a global Edelman survey of consumer attitudes toward brand innovation. The online survey was fielded between April and May 2015 across 10,000 consumers in 10 countries, with additional qualitative research among millennials in 5 countries.
Our research shows that 87 percent of consumers will not buy a product or service because of their concerns about the risks that come with innovation. The study takes a deep dive into these consumer concerns, reveals four Earned Brand behaviors to address their needs around innovation and proposes a new model of marketing based on action, not messaging.
Präsentation Edelman Markenstudie Innovation and the Earned Brand 2015Edelman.ergo GmbH
Innovation and the Earned Brand ist eine Markenstudie von der führeden globalen Communications Marketing Agentur Edelman und untersucht die Haltung von Konsumenten gegenüber Markeninnovationen. Die Umfrage wurde von der Marktforschungsfirma Edelman Berland entwickelt, die Datenerhebung erfolgte mit Hilfe von Online-Interviews im Zeitraum April und Mai 2015. Für die Markenstudie wurden jeweils 1.000 Personen in zehn Ländern (USA, Mexiko, Frankreich, Deutschland, Großbritannien, Brasilien, China, Japan, Indien und Australien) befragt. In New York und London wurden zudem Fokusgruppen mit 16 Millenials durchgefürt. 25 Millenials aus Brasilien, Großbritannien, Indien, China und USA führten zudem zwei Wochen lang ein mobiles Tagebuch.
Authentic empathy: how marketers should respond to covid-19magazinemediaBE
What are people’s expectations of brands in the crisis? What sort of advertising resonates right now? How do people respond to ‘business as usual’ ads? Is there anything I need to avoid? Looking forward peak and post crisis
The 2018 Edelman Earned Brand study reveals that nearly two-thirds (64 percent) of consumers around the world now buy on belief, a remarkable increase of 13 points since 2017. These Belief-Driven Buyers will choose, switch, avoid or boycott a brand based on where it stands on the political or social issues they care about.
UE Startups -- 9 Factors in Raising Funding in Silicon ValleyPeter Szymanski
9 Factors Silicon Valley investors consider for European startups, how to choose an angel or venture capital investor, and market trends that support growing a startup outside the USA.
Nielsen Global New Product Innovation Report- June 2015Aidelisa Gutierrez
Innovation matters. It can drive profitability and growth, helping
companies succeed even during tough economic times. Nielsen’s
Breakthrough Innovation research found that the top innovations
launched in the U.S. generate more than $50 million revenue their first
year; in fact, the 2015 winners generated, on average, more than twice
this amount, $119 million. In Europe, the top innovations produce
upwards of £/€10 million in their launch year. Innovation also helps
companies stay relevant to shoppers, and it can build long-term loyalty
The 2016 EARNED BRAND study is a global online survey of 13,000 consumers in 13 countries that examines the consumer-brand relationship across 18 brand categories.
Sustainability as a differentiating factor for brands and companiesInterbrand London
In November 2015, Interbrand, the world's leading brand consultancy, participated in the World Textile Summit. Paula Oliveira from Interbrand London explored how companies can differentiate themselves from their competitors through their commitment to sustainability and build a unique identity that will attract customers.
For the win: Breaking down the preferences of Asia’s mobile gamersdigitalinasia
No platform is more ripe with opportunity for game developers and publishers than mobile.
That’s especially true in Asia, where 1.21 billion mobile gamers — more than half of the
world’s mobile gaming population1
— consistently drive the lion’s share of global mobile
games revenue.2
More universally accessible and affordable than their PC and console
predecessors, mobile games offer publishers a direct line to a wider audience of players
than ever before, and empower developers with more freedom to experiment with a
growing assortment of genres, monetization models, and styles of gameplay.
As mobile titles have evolved from simple control schemes to more complex and immersive
experiences, they’ve also revealed even more nuances among Asia’s growing audience
of mobile gamers. Considering the rich diversity of local customs, traditions, and player
preferences across the region, launching a successful mobile game can be a tricky
science — and it starts with getting to know the local landscape.
In the final installment of our series of insights on Asia’s gaming market, we’ll take a
look at the region’s top-grossing mobile games and genres to explore how evolving
player preferences, culture, and game developers have uniquely shaped the landscape
of each country.
Let’s start with Asia’s most prominent hub for mobile gamers — China.
The dramatic events of 2022 will shape the crypto landscape for years to come.
Chart 1. Rolling 1y Sharpe ratio
Sources: IEX Cloud and Coinbase.
Yet, despite the uncertainty surrounding the
potential fallout, there are important
characteristics that distinguish this market
from the previous crypto winter. For one,
institutional crypto adoption remains firmly
entrenched. Many investors take a long-term
perspective and recognize the cyclical nature
of these markets. Rather than stepping back,
they are using this environment to hone their
knowledge and build the infrastructure to
prepare for the future.
But no one is arguing that digital assets
haven’t faced an important setback. The
total market capitalization of cryptocurrencies
is currently around US$835 billion, down 62%
from $2.2 trillion at the end of 2021, albeit still
high relative to most of the asset class’ history.
Comparatively, the Nasdaq is down 30% since
the end of 2021 and the S&P 500 down 18%.
From a Sharpe ratio perspective however,
crypto’s risk-adjusted return actually
performed in line with US and global stock
indices through 2022 and did much better
than US bonds. Prior to the fallout in November,
an equally-weighted basket of BTC and ETH
offered a negative Sharpe ratio of 1.08 compared
to an average negative return of 0.90 for US
stocks. This is a significant deviation from
the trend observed in the last crypto winter,
when digital assets underperformed nearly
all traditional risk assets for the duration of
2019 and into early 2020.
4
The differences between these periods may
also be observed in the prospective fallout
from the latest crypto downturn. For instance,
we expect greater calls for regulatory clarity
to emerge, as institutional investors push for
better governance and standards to help
make the asset class more accessible, safer,
and easier for all to navigate. This will take
time, however, as the industry puts lessons
about systemic deficiencies in the right
context and applies the necessary risk
controls to protect its customers.
Looking ahead, we believe the evolution
of the crypto ecosystem is putting subjects
like tokenization, permissioned DeFi, and
web3 front and center. Meanwhile, bitcoin’s
core investment thesis remains intact, while
Ethereum seems to be outpacing its layer-1
competition in terms of network activity.
We are seeing a greater variety of use cases for
non-fungible tokens outside of art, like using
NFTs to certify and authenticate real-world
assets or as ENS domain names. Stablecoins
are now one of the largest sectors in the crypto
ecosystem with an outsized role in storing and
transferring wealth.
We discuss these trends and many more in the
enclosed report
The annual Asia Video Industry Report is a
treasure trove of insight and information
and if you want a holistic view of the state
of our industry at the end of 2022, it is
required reading. There is such a variety
of topics and opinions that it is a great
resource to be able to revisit and always
find something new.
The other great thing about this report
is that like everything that we do, it
represents our membership. As an
industry body, our strength always lies
in the members we represent. It is by
channelling the passion and hard work of
all of you that we, as an industry, can be
successful.
Nothing is ever straightforward or
predictable. We thought the outbreak
of a global pandemic was going to test
us and it did, but perhaps not as much
as now - the process of coming out of it,
with the world’s economy under serious
strain. Visions of a tech-led future that
saw valuations reach historic levels under
COVID have been replaced with a more
sombre assessment of priorities – the
key ones being financial profitability and
sustained growth prospects.
So while there is little doubt some of
us will have some rocky times ahead, I
am very confident of the outlook of the
Asian video industry. Profitability and
sustained growth prospects are exactly
what I see. They may not be the first to
tell you, but consumers love what they are
getting. They love the wealth and depth
of amazing shows being produced, they
love the international hits, they love the
local investments in their own stories
and culture, and they love discovering
lesser-known shows from countries they
are less familiar with.
Is there more rationalisation which
needs to be made? Will we see more
consolidations? Will there be more debate
about peak content and its relationship to
financial stability? The answer to all three
of these questions is certainly yes. But
these are growing pains in a sector that
will continue to grow and be immensely
successful. All the tweets and user
generated content in the world cannot
replace the value of well-crafted, well-told
and well-produced stories.
I also believe we have matured
enormously as an industry over the last
few years. If there was any panic over the
disruption the industry has been through,
I believe it has gone. And I see greater
certainty and confidence in the roles
each company plays. There is a more
sombre assessment by each company
of the value that they bring which others
do not. Temptations to try to be D2C and
D2B and a content producer and a tech
company have abated, and we look more
like an industry now with everyone in their
right place.
The role AVIA plays continues to evolve
and while it is not always directly visible,
I believe it remains more important now
than at any previous time. The analogy
I always use is of building and securing
the foundations on which our industry
sits. The stronger and more secure we
can make them, the taller the individual
buildings can grow. The impetus to
regulate in the digital realm is only getti
China’s influencer marketing industry is well ahead of the rest of the world. The
advanced functionality and integration of social media, e-commerce and mobile
payments has enabled the Chinese KOL and KOC economy to grow at a pace not
seen anywhere else in the world. This growth has been accelerated by the Covid-19
pandemic and the consequent prevention measures that included closing physical
stores, dining in, in-person events and sporadic district lockdowns. These measures
have led to a significant increase in the amount of time Chinese consumers spend
on the internet. In fact, the average Chinese consumer today spends over seven
hours a day on the internet . About two-thirds of those seven hours is spent using
social or content apps, as users increasingly seek information about the world
around them through social media, influencers and friends to help make purchase
decisions.
PJdaren’s preliminary estimates suggest that from September 2021 to October 2022
there were more than 10.1 million KOLs and KOCs across China’s social media
ecosystem with a fan base of over 10,000 followers – a figure larger than anything
seen elsewhere in the world. China’s influencers published an average of 38.3 million
posts on a daily basis.
PJDAREN INSIGHTS 4
CHINA’S INFLUENCER MARKETING INDUSTRY
Introduction
According to the National
Bureau of Statistics, China’s
influencer economy grew
from CN¥241.9 billion (US$
38.5 billion) in 2018 to CN¥1.3
trillion (US$210 billion) in 2020.
It is estimated that by the
year 2025, the total market
size of China’s influencer
economy will reach CN¥6.7
trillion (US$1.035 trillion).
DENTSU - 2023 Global Ad Spend Forecasts.pdfdigitalinasia
The world is entering a period of
economic downturn.
3 Advertising is a
bellwether industry, which means that it
is at the forefront of the economy, and
we are already seeing a slowdown in the
market.
During the pandemic, governments
provided fiscal stimulus to keep their
economies going, for example, through
furlough payments to keep workers at
home, and loans and grants to keep
viable businesses ticking over while
they could not trade. This expansion of
the money supply has led to inflation -
also helped by supply chain disruption
caused by further lockdowns in China
and the situation in Ukraine - which
governments are trying to address by
raising interest rates and taxes.
This in turn has led to a slowdown in
demand for products and services from
consumers who are less able to spend
or feel less confident about future
prospects, so are less willing to invest
in big ticket items like new cars and
homes. Consumers will be looking for
ways to save money, and for this reason
many subscription-only businesses
like streaming platforms are looking
for alternative ways to monetise, for
example, through advertising.
The past two years have necessitated big swings and quick thinking. In 2023, smart
business leaders will get focused — pruning efforts that aren’t bearing fruit and prioritising
long-term growth. The war in Europe and resulting global economic slowdown are forcing
firms in Asia Pacific to find new growth drivers and lead with purpose as uncertainty
rises. Most will struggle, however, to find a balance between investing in transformation
and growth while simultaneously embracing environmental sustainability, resilience, and
employee empowerment.
Trust will be at the forefront of business operations in 2023. Customers are increasingly
weary of organisations playing fast and loose with their personal data, and regulators aren’t
far behind. And it won’t stop there — fuelled by the ire of fed-up customers and employees,
regulators will scrutinise greenwashing, misinformation, and employee surveillance.
The interlocking market dynamics of 2023 will require business leaders to adhere to a
long-term strategic vision while operating within unknown territory. A laser focus on their
organisations’ missions and strengths — and a willingness to shed distractions that don’t
move the needle — will be the defining factor of success in 2023.
The macro and political backdrops are much different today than they were twelve months ago. I wrapped up the 2022 report when interest rates were near zero, and crypto markets and the S&P sat at all-time highs. We didn’t have a single proxy war with a nuclear-armed adversary! And we had Dem- ocratic leadership in both chambers of Congress.
Portfolios are down 80% since then. Crypto startups are (sometimes) required to have business models before VCs cut checks, and nine figure checks might (maybe) begin to include board oversight. The separation of money and state feels inevitable as countries are getting canceled. Real policy is taking shape in DC, and the outlook for regulatory progress is somewhat rosier.
Is this the dark before the dawn, or the beginning of a long Arctic winter? I believe in crypto.
Bitcoin and Ethereum seem to be on long-term stable ground. DeFi will take major strides forward next year. Privacy tech will be promoted as an integral part of the future of public blockchains (or get de facto banned on dystopian and vague “national security” grounds). Infrastructure investments around code security, decentralized hardware, virtual worlds, custody, protocol governance, and block- chain scalability are all in vogue. There will be less NFT speculation. Fewer moon fumes.
I will probably spend more time in this report deconstructing crypto policy than you would like, but I’ll make fun of important people along the way to keep it zippy.
Once again, this beast took me 200 hours to write. That’s a lot, but it’s also down about 20% from last year. I thank the Messari analyst team for those cost savings. They write good stuff daily for Messari Pro subscribers, and you should sign up. If you’re an institution or crypto startup, stop missing key insights: our Enterprise-level offering give your company the research and data tools you need to save more time, energy, and long-term compliance costs on day-to-day crypto work.
In 2022, Messari tripled our team size and revenue in a down market. We closed a Series B, launched several new products (Asset Intelligence, Protocol Metrics, Data Apps), and doubled the size of Main- net 2022 in NYC. We’re still hiring. Come with me if you want to live.
Every year, people ask me how I write all this stuff in such a short amount of time. Mostly, it’s a labor of love. I am grateful to have the opportunity to build in this industry, and we appreciate the builders who have supported us through thick and thin. This report is a token of appreciation.
But if I’m being honest, there’s also a certain amount of rage that fueled this report. The bad actors have gotten all of the oxygen this year, and set back the good actors and years of progress that they had made.
I hope The Theses shifts the focus away from the frauds and the tourists, and back to the pioneers. I wrote this in the pioneers’ defense.
The only constant in commerce is change. And the only way forward is to adapt. In the past year, we’ve seen millions of businesses display resilience in the face of the unexpected, contributing to over $27 trillion USD1 of retail
sales worldwide. But 64%2 of global businesses are still recovering from the negative impact of the pandemic.*
Economic obstacles from the pandemic were compounded further in 2022, when the Russia-Ukraine
war led to sanctions that delayed or halted trade altogether. The fiscal instability is driving the highest inflation in 40 years.3
Online shopping jumped 77% year over year just months into the pandemic, accelerating the innovation and
*All values are in U.S. dollars
adoption of digital commerce by half a decade.4 Shopping, working, and socializing online became commonplace.
But after years of lockdowns and restrictions, people now crave meaningful connection across all facets of life—including commerce. Physical spaces make those points of connection between merchants and customers possible, including online and offline commerce.
As brands grapple with the challenges in 2023, they’ll need to respond by adding flexibility to their products, plans, and policies. With an economic recession on the horizon, being agile has never been more important. This report outlines the global trends equipping brands to confront the unexpected.
TALKWALKER - Social Media Trends 2023.pdfdigitalinasia
2023 - The year when brands build
on consumer trust
The last few years have been disruptive. We’ve gone through
a pandemic, lockdowns, supply chain issues, and a cost of
living crisis. Consumers have come out of it changed.
More urgent, more demanding, more fickle, and until now,
brands have struggled to keep up.
4
#SocialMediaTrends2023
Introduction
2023 will disrupt all that.
Brands won’t take back control. But, they will learn to shake
up the industry by managing the symbiotic consumer/brand
relationship. Simply by being better listeners, and using more
immersive consumer insights to get closer to their
communities, with a seamless ability to quickly capitalize,
and act on them.
In the 8th edition of our report, we look at the 10 biggest
trends of 2023, and how they are driven by the needs of
consumers. Including:
• Data-backed insights on why the trends will matter in 2023
(and beyond)
• Input from global experts and industry veterans on why
these trends matter
• A combination of insights and brand actions to maximize
outcomes for consumers and brands
Both 2021 and 2022 have been hallmark years in all things Web3, crypto, and blockchain. The market has dramatically expanded - we’ve seen new highs and some sobering lows alongside extraordinary and constant innovation. Here at Vayner3, we’ve grown from a small group of passionate crypto- natives to an end-to-end Web3 consultancy with 25+ enterprise clients across CPG, Retail, Fashion, Automotive, and Tech. Recent events have certainly surfaced clear bad actors and put the space in the spotlight for the wrong reasons, but we remain optimistic about our Web3 future. This paper will help explain why.
Web3 is the next evolution of the internet, consumer behavior, and culture powered by blockchain technology. Our definition of Web3 includes new technologies - cryptocurrencies, NFTs, DeFi, and the “metaverse” - but it also includes an important cultural and behavioral layer. Over the last 2 years, we have seen a renaissance begin in digital art, fashion, sports, music, and identity. As consumers spend more and more of their time online - and younger generations grow with a more intertwined version of physical and digital realities - we expect today’s fundamentals of emerging Web3 technology and culture to grow exponentially with profound implications.
In this paper, we attempt to dissect the meta Web3 narrative, dive into the data, and identify true signal in a (very) noisy market. We look at what matters most to marketers and operators at large enterprise organizations considering Web3 tech, and we focus on the near-term future. We stay grounded in business and technological realities, and we fully acknowledge that macroeconomic forces and regulatory changes could play a major role in how 2023 unfolds. All things considered, we remain convinced: Web3 is going increasingly mainstream in 2023. Let’s build the future together.
The 12th edition of WARC’s annual Marketer’s Toolkit includes a series of reports aimed at helping marketers identify and focus on key areas of industry disruption, determine the most effective strategies, and benefit from arising opportunities.
COVID19 has had a substantial impact on digital consumption habits of people in Myanmar. Consumers have broadened their adoption of new technology to support their requirements from increasing digital entertainment including mobile games and online video, to online shopping and food delivery.
Influencer marketing has skyrocketed in the past five years. With the industry forecasted to hit USD $9.7 billion in 2020, Influencer Marketing Hub reports that 91% of marketers now view content creators as an effective marketing medium.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
2. The Earned Brand | Edelman 2015 | pg 2
Four insights:
People believe in
the promise of
innovation.
Consumer
acceptance of
brand innovation
cannot be bought.
It must be earned.
While the promise
of innovation
inspires, people
first need to
be reassured.
“I rely on my
peers to reassure
me. Because their
experience is my
evidence.”
1 2 3 4
3. The Earned Brand | Edelman 2015 | pg 3
What is innovation?
A re-imagination of categories, products, services, operations,
models, design, etc. that create more value, for the brand and for
consumers.
4. And yet the Chinese consumers feel the pace
of business innovation is too fast
Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business and
industry today and select the response that most accurately represents your opinion. (Not Enough, Too Much) Informed Publics, China.
(2015 Edelman Trust Barometer)
19%
TOO
FAST
The Earned Brand | Edelman 2015 | pg 4
JUST
RIGHT
21% 59%
TOO
SLOW
28% 19% 51%
5. The Earned Brand | Edelman 2015 | pg 5
And what can the
rest of us learn
from this?
How do consumers see innovation?
What are the
factors that stop
consumers
accepting and
embracing
innovations?
What are
consumers’
real feelings
about innovation?
6. The Earned Brand Methodology
Timing
April – May 2015
Quantitative Online Survey
10 countries: U.S., Mexico, Brazil,
France, Germany, U.K., China, Japan,
India and Australia
10,000 respondents, nationally
representative of age, gender, and region
based on most recent country status data
Mobile Diaries
25 millennials, with them on their
mobiles, for 2 weeks, in Brazil, U.K.,
India, China and the U.S.
The Earned Brand | Edelman 2015 | pg 6
7. The Earned Brand | Edelman 2015 | pg 7
People believe in the
promise of innovation.
Insight 1
8. Q5P1: Please select the statement from each group that best represents how you feel.
(Innovation is just an overused term, it’s not leading to anything) vs. (Innovation is
essential for us today and it’s helping us to progress). Q5P4: Please select the statement
from each group that best represents how you feel. (Innovation is making us more and
more like robots) vs. (Innovation is opening the human spirit) 10-country global total and
in China.
The Earned Brand | Edelman 2015 8
Innovation inspires people
“When you look at
anything innovative,
it will inspire you
and make you feel
more energetic.”
Zhu X, 22, China
92%
innovation opens
the human spirit
innovation is essential
and it’s helping us
to progress
77%
94%
90%
9. In China, consumers believe that business has
the biggest role in finding the next big thing
Q15. Where do you think the next big thing will come from?
In China. The Earned Brand | Edelman 2015 | pg 9
BUSINESS INDIVIDUALS/
PEOPLE LIKE ME
ACADEMICS/
UNIVERSITIES
15%
87% 45% 30%
79% 36%
10. They believe that brand innovation should have
big goals with societal impact
Q14. What do you think the role of innovation is for brands today and in the future? (in the future)10-country
global total and in China.
to
improve
society
to push our
thinking as
a society
69% 66%63%
The Earned Brand | Edelman 2015 | pg 10
agree that brand innovation
needs to impact societyin9 10
73% 65% 71%
to let us be one
step ahead of
other countries
11. 57% 54%
37%
24%
14% 14%
47%
40%
47%
43%
20%
35%
Technology Mobile Energy Healthcare Food and beverage Education
They want more innovation to come from traditional
industries
Q65: Thinking more specifically about the innovation in the products and services you use throughout your life, what industries do you see the most innovation in
TODAY? Q66: … what industries do you want to see innovation in TOMORROW? In China.
Percentage of China’s consumers who say they see innovation coming from each
industry sector today, and who want to see it from each sector tomorrow:
INNOVATION GAP
10
19
The Earned Brand | Edelman 2015 | pg 11
21
6
INNOVATION TODAY INNOVATION TOMORROW
WANT LESS TOMORROW WANT MORE TOMORROW
12. And they question your motives
66%
70%
65%
69%
67%
61%
65% 65%
67%
62%
65%
Global Australia U.K. U.S. Japan France Germany Brazil China India Mexico
Q14. What do you think the role of innovation is for brands today and in the future? (today) 10-country
global total and in China.
The Earned Brand | Edelman 2015 | pg 12
consumers believe brands
are innovating to make more
money for the company
in2 3
Global Australia U.K. U.S. Japan France Germany Brazil China India Mexican
13. The Earned Brand | Edelman 2015 | pg 13
Insight 2
Consumer acceptance
of brand innovation
cannot be bought.
It must be earned.
14. The stakes:
Because of their concerns, they’re not buying
Q27. Thinking about the below, please indicate which of the following you feel is happening in the world today. … IMPACT ON
PURCHASING DECISION 1 = Has no impact on what I buy … 4 = Makes me not want to buy something. In China.
say they will not buy
because of their concerns
The Earned Brand | Edelman 2015 | pg 14
90%
Privacy
issues
Being
always
on
Security Environment
15. 3 in 5 have privacy concerns
Privacy concerns are especially strong in
Germany, the U.K., the U.S. and Australia.
Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. 10-country global total and in China
The Earned Brand | Edelman 2015 | pg 15
Privacy
issues
58%
16. 1 in 3 are concerned about
having to be always on
Germany and Brazil are most concerned;
Japan and China are less so.
Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. 10-country global total and in China
The Earned Brand | Edelman 2015 | pg 16
Being
always on
36%
17. 1 in 3 have security
concerns
Security concerns are highest in Japan
and the U.S., and less of an issue in
China.
The Earned Brand | Edelman 2015 | pg 17
Security
33%
“Some back door issues may
leak personal information,
including personal banking
details.”
Yao, China
Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. 10-country global total and in China
18. And the majority have
concerns about the
impact on the environment
Environmental concerns are global,
but strongest in Europe and Latin America.
The Earned Brand | Edelman 2015 | pg 18
Impact on
environment
52%
“Technology and innovation bring
convenience, but it brings
problems, too. Cars change my life,
but too many cars result in air
pollution, traffic jams and parking
problems.”
Yao, China
Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. 10-country global total and in China
19. The Earned Brand | Edelman 2015 | pg 19
Insight 3
While the promise of
innovation inspires,
people first need
to be reassured.
20. Consumers are twice as likely to want to be
reassured than inspired by a brand
Q35: When a brand tells me about something, I want it to…
“Reassure me of quality,” “Inspire me” 10-country global total
The Earned Brand | Edelman 2015 | pg 20
people want to be
REASSURED
in2 3
people want to be
INSPIRED
in1 3
21. We may be innovating,
but we are failing them as marketers
The Earned Brand | Edelman 2015 | pg 21
say brands are not moving
in the right direction in how
they communicate
in2 3
Q20: Thinking about change in the past 5 years, how do you feel the [ … ] industry has evolved in
relation to the following factors: How brands in this sector…(communicate with me) / (listen to
me) // (moving in wrong direction) 10-country global total.
22. They feel like brands are shouting at them.
In most markets, what brands say doesn’t feel real
Q21: Please indicate how much you agree or disagree with the following statements. (I’m getting bored/frustrated by
constantly being told I need to upgrade/update the products I already have.) (Top 2 box) 10-country global total and in
China.
The Earned Brand | Edelman 2015 | pg 22
57%
are bored/frustrated
by constantly being told
they need to upgrade/update
52%
23. The Earned Brand | Edelman 2015 | pg 23
Insight 4
“I rely on my peers to
reassure me. Because
their experience is
my evidence.”
24. We’ve always known that peers provide
recommendations, but today peers also help
convert purchasers
Q41: Thinking about the conversations you have online and offline with friends and other people like
you about brands, products and services you purchase, what impact do they have on you?
Build inspiration
Push
consideration
The Earned Brand | Edelman 2015 | pg 24
8%
18%
18%
36%
41%
31%
30%
37%
They get me
They give me a sense community
They suggest products/services
They push me to try new things
They make me trust the brand more
They help me make decisions
They help me overcome my concerns
about the product / service
They warn me about the risks
The impact of online/offline conversations about
brands with friends and other people like me:
Moment
of truth
25. The channels consumers rely on to be reassured are
peer-to-peer, rather than brand-to-consumer
When millennials want to learn about
brand innovation, their go-to channels
are peer-to-peer.
The Earned Brand | Edelman 2015 | pg 25
26. Brands win if they power the peer conversation
“Our unique
asset is our host
community.”
Nathan
Blecharczyk,
founder of AirBnB
Q36. How much do you agree or disagree with the following statements? in China.
The Earned Brand | Edelman 2015 | pg 26
67%
I trust a brand more if it
encourages me and and other
customers to review its
products and services
I trust a brand more if I find
it easy to review its
products and services
64%
82%
81%
30. The Earned Brand | Edelman 2015 | pg 30
Recommendation of
four brand behaviors
31. Two-thirds of consumers are undecided about
innovation. What do they need from brands?
Last mover First mover
8% 15%
Percent of respondents who fall into
each consumer innovation typology:
The Earned Brand | Edelman 2015 | pg 31
Methodology: Statistical analysis of consumer groupings based on their attitudes to brand innovation showed that 66% of
consumers are open to innovation—but have concerns that need to be addressed before they will buy. They also have specific
expectations for how brands must behave to address those concerns. Other consumers were either “first movers” (15%), “last
movers” (8%), or resistant to innovation (11%).
66%
Undecided Consumers
32. What undecided consumers need
from brands when it comes to innovation
The Earned Brand | Edelman 2015 | pg 32
Statistical analysis of consumer groupings based on their
attitudes to brand innovation, and their risk concerns.
Source: mobile diaries, qualitative groups
and quantitative segmentation
Reassure me about
my personal
concerns
Inspire me by
doing something
new and different
Show me how I
can participate
in your brand
Reassure me about
my societal
concerns
33. The 4 brand behaviors
that address consumer needs around innovation:
Have a
Purpose
Inform
and Educate
Make
your Mark
Live your
Character
Reassure me about
my personal
concerns
Inspire me by
doing something
new and different
Show me how I
can participate
in your brand
Reassure me about
my societal
concerns
The Earned Brand | Edelman 2015 | pg 33
Brand
Behaviors
Source: mobile diaries, qualitative groups
and quantitative segmentation
34. Inform
and Educate inform transparently so that
you can educate consumers
and help them make choices
The Earned Brand | Edelman 2015 | pg 34
Brand behaviors:
• Explain your motive for innovating.
• Address concerns about the social and
environmental impacts.
• Engage and educate consumers across
different channels and platforms.
Consumer need:
I am empowered by
information. Give
me all the details
and let me go as
deep as I want.
To reassure me
about my personal
concerns
Source: mobile diaries, qualitative groups
and quantitative segmentation
35. Have a
Purpose
operate with purpose
to show how you fit into
the bigger picture and
are an active participant
in society
The Earned Brand | Edelman 2015 | pg 35
Consumer need:
I believe in progress—
but not at the cost of
hurting my community
or compromising my
values.
Brand behavior:
• Be authentic.
• Show that you value human interaction and
have respect for tradition and heritage.
• Add value beyond your product and service.
To reassure me
about my societal
concerns
Source: mobile diaries, qualitative groups
and quantitative segmentation
36. Make
your Mark
make your mark by
doing something unique
or differentiating that is
worthy of attention
The Earned Brand | Edelman 2015 | pg 36
Consumer need:
I like to be inspired by
new ideas—as long
as they really are new
and different. Let’s
solve a problem in a
cool, creative way!
Brand behaviors:
• Show how you stand out from the crowd.
• Offer engaging content that is timely, has
resonance, and is entertaining.
• Spark peer conversations and debate on
many channels with a clear and
consistent brand voice.
To inspire me by
doing something
new and different
Source: mobile diaries, qualitative groups
and quantitative segmentation
37. Live your
Character
live with character that is
true to your brand and has
a personality that consumers
can buy into
The Earned Brand | Edelman 2015 | pg 37
Consumer need:
Brands can help me
express my identity.
I want to look smart,
creative and
connected.
Brand behaviors:
• Be transparent when it comes to
consumer privacy and sharing of data.
• Offer inspirational, exciting brand
experiences in which consumers can
participate.
And show me how I
can participate in
your brand
Source: mobile diaries, qualitative groups
and quantitative segmentation
38. The Earned Brand | Edelman 2015 38
Case Study:
The Freshest Orange Juice
39. The Earned Brand | Edelman 2015 39
Case Study:
Samsung Safety Truck
41. The Earned Brand | Edelman 2015 41
Case Study:
Dove #Choosebeautiful
42. Recommendation: Four brand behaviors
The Earned Brand | Edelman 2015 | pg 42
Statistical analysis of consumer groupings based on their
attitudes to brand innovation, and their risk concerns.
Brand
Behaviors
Source: mobile diaries, qualitative groups
and quantitative segmentation
Have a
Purpose
Inform
and Educate
Make
your Mark
Live your
Character
43. The Earned Brand | Edelman 2015 | pg 43
Thank you.
Innovation and the
Earned Brand
44. The Earned Brand | Edelman 2015 | pg 44
For new business requests, please contact :
Sanjay Nair, Managing Director, Edelman Beijing (Sanjay.Nair@edelman.com)
Sonny Shen, Managing Director, Edelman Shanghai (Sonny.Shen@edelman.com)
For all other inquiries, please contact:
Rannie Boydston, Senior Marketing Manager, Edelman China
(Rannie.Boydston@edelman.com)