The document discusses marketing strategies for reaching the "multi-moment audience" in 2022. It notes that consumer behavior has changed significantly, with people now multi-tasking across multiple devices and screens. Marketers can no longer rely on a single message or moment, but must use multiple touchpoints to effectively engage consumers. The document analyzes consumer behavior data across different countries and regions, finding that screen time has increased almost everywhere. Many consumers now work in hybrid arrangements. It also discusses trends like growing concerns around well-being, privacy, and the cost of subscriptions. Marketers must consider all these evolving behaviors and take a multi-dimensional approach to reach the modern, multi-moment audience.
e-Conomy SEA 2021: Kỷ nguyên số của Đông Nam ÁMarketingTrips
The document discusses how digital consumption has become ingrained as a way of life in Southeast Asia. Early adopters have deepened their usage of digital services, consuming four more services on average than before the pandemic. Additionally, 60 million new consumers joined the digital economy since the pandemic started, and 90% of those who tried a new service in 2020 continue using it in 2021. This indicates that new consumer behavior patterns driven by the pandemic are likely to persist long-term.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The Diversity Imperative: 14th Annual Australian Chief Executive StudyPwC's Strategy&
This report provides insight into the 2013 Australian Chief Executive Study findings, compares the results to the global market and identifies trends. Our analysis looks at trends relating to performance and tenure; reasons for CEO turnover; and the number of insider appointments versus outsider appointments.
Federal Technology Vision 2021: Full U.S. Federal Survey Findings | Accentureaccenture
Leaders don’t wait for a new normal, they build it. The Accenture Federal Technology Vision 2021 identifies five key trends that agencies must address to lead in the post-pandemic world. Explore the full survey findings here. https://accntu.re/3sIBI0k
L.E.K. Consulting’s annual Media & Entertainment Study
was conducted between December 2018 and January
2019. We surveyed around 2,000 households on their
entertainment choices, preferences and viewing habits.
This Executive Insights analyzes key findings about
movie theater attendance and subscription services.
e-Conomy SEA 2021: Kỷ nguyên số của Đông Nam ÁMarketingTrips
The document discusses how digital consumption has become ingrained as a way of life in Southeast Asia. Early adopters have deepened their usage of digital services, consuming four more services on average than before the pandemic. Additionally, 60 million new consumers joined the digital economy since the pandemic started, and 90% of those who tried a new service in 2020 continue using it in 2021. This indicates that new consumer behavior patterns driven by the pandemic are likely to persist long-term.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The Diversity Imperative: 14th Annual Australian Chief Executive StudyPwC's Strategy&
This report provides insight into the 2013 Australian Chief Executive Study findings, compares the results to the global market and identifies trends. Our analysis looks at trends relating to performance and tenure; reasons for CEO turnover; and the number of insider appointments versus outsider appointments.
Federal Technology Vision 2021: Full U.S. Federal Survey Findings | Accentureaccenture
Leaders don’t wait for a new normal, they build it. The Accenture Federal Technology Vision 2021 identifies five key trends that agencies must address to lead in the post-pandemic world. Explore the full survey findings here. https://accntu.re/3sIBI0k
L.E.K. Consulting’s annual Media & Entertainment Study
was conducted between December 2018 and January
2019. We surveyed around 2,000 households on their
entertainment choices, preferences and viewing habits.
This Executive Insights analyzes key findings about
movie theater attendance and subscription services.
When, Where & How AI Will Boost Federal Workforce Productivityaccenture
Artificial intelligence could significantly boost productivity in the U.S. federal workforce, potentially providing $532 billion in annual benefits by 2028. However, federal workers will need training to take full advantage of AI's benefits. The study found AI could automate around 30% of average federal workers' tasks by 2028 if investment increases as projected. To maximize AI's benefits, the document recommends federal agencies prioritize reskilling workers, aligning AI with strategic objectives, and ensuring accessible and trusted data.
Fintech New York: Partnerships, Platforms and Open Innovationaccenture
We are in the midst of a major disruption in the financial services that will see increasing adoption and evolution of disruptive FinTech solutions. Read our report released at the Fintech Innovation Lab’s Fifth Annual Demo Day Event.
- Technology is creating significant economic value but is also highly disruptive to businesses and the workforce, with an estimated 25% of the Australian workforce substantially impacted and their tasks automated by 2035.
- Organizations face challenges related to shifting skills demands, changing employee expectations, and accelerating technology change. Leaders must prepare their workforce and organizations for these changes.
- A "bionic future" with enhanced human capabilities is possible if organizations focus on developing new skills, transforming talent management, and creating learning partnerships with their workforce. With a national "skills pathway" program, Australia can thrive in this new future of work.
One in four customers is planning to either use branches less or stop visiting branches altogether after the COVID-19 crisis, according to new BCG retail banking consumer “pulse” survey.
Dispatches From The New Economy: The On-Demand Economy And The Future Of WorkIntuit Inc.
From delivery, transportation and household errands, to professional services and consulting, the on-demand economy is changing the way people consume goods and services. It is also changing the way people work. Intuit and Emergent Research forecast that the number of people working on-demand jobs will grow from 3.2 million Americans to 7.6 million by 2020. This is a once in a generation opportunity to empower the future of work and a new face of entrepreneurship.
Dispatches from the New Economy: The On-Demand Workforce provides a detailed analysis of the demographics, motivations and challenges of workers pursuing on-demand jobs. The data comes from a study from Intuit and Emergent Research that examined people working via eleven on-demand economy and online talent marketplace companies. Study participants included: Deliv, Field Nation, HourlyNerd, MBO Partners, OnForce, Uber, Upwork (formerly Elance-oDesk), Visually, Wonolo, and Work Market.
Methodology
A total of 4,622 workers who find work opportunities via the platforms provided by the participating partner companies completed an online survey between September 11 and October 1, 2015. The results were weighted to reflect the proportion of workers in each of the following segments: Drivers/Delivery, Online Talent Marketplaces and Field Service/Onsite Talent. The weights were developed using earlier survey work that sized the on-demand economy. The largest weighted share of on-demand worker respondents from any single company is 16%, with most partner companies providing less than 10% of the respondents.
This document discusses driving change for racial equity through a holistic approach that considers business drivers, internal factors, and external factors. It recommends addressing diversity, equity, and inclusion as business drivers by directly serving broader market segments, leveraging supplier diversity, and eliminating systemic bias. It also recommends deploying resources for social change by mitigating bias through equitable policies, creating an inclusive culture, and using influence to catalyze change. Quick wins are suggested in three areas: as business drivers by reviewing representation gaps, distribution commitments, and marketing practices; in teams and culture by analyzing representation metrics and embedding equity in processes; and with resources by pledging support and partnering with advocacy groups.
Tech Adoption and Strategy for Innovation & Growthaccenture
Accenture presents the benefits of investing in technology at scale by discussing the importance of tech adoption and strategy through case studies. View more.
Online survey of companies → Goal: Understanding the role of
artificial intelligence (AI) and machine learning across countries
and industries
• Evaluation: Which companies are active leaders in adopting or
piloting AI
Right Cloud Mindset: Survey Results Hospitality | Accentureaccenture
The document summarizes survey results from the hotel industry on key functional objectives, technology challenges, and investment priorities over the next two years. Across various departments like guest experience, revenue management, and operations, common themes are emerging such as a focus on contactless technologies, improved data integration, and leveraging AI/ML to enhance capabilities like forecasting and pricing. However, legacy systems are limiting hotels' ability to achieve these objectives due to issues like lack of flexibility, integration challenges, and complexity. Moving to the cloud could help address these barriers by providing scalability, real-time data processing, and breaking down silos to improve collaboration.
5 Opportunities in the Nutritional Supplements IndustryL.E.K. Consulting
According to the third installment of a biennial survey L.E.K. Consulting conducted on the healthy living marketplace, U.S. adult consumers spend, on average, a reported $635 on nutritional supplements each year: $433 on vitamins, minerals and herbal supplements (VMS), and $202 on sports nutrition products. And yet, within both categories, there is still room for further growth.
Indeed, when asked about their prior month’s purchases, just 55% of consumers who make H&W a priority said they bought VMS, and only 25% had purchased sports nutrition products. In other words, for retailers and brands there are some significant opportunities — and even a lurking threat — to be found.
Joining Forces: Interagency Collaboration and "Smart Power"Booz Allen Hamilton
This document summarizes the findings of a survey of 268 federal employees regarding interagency collaboration and addressing global challenges. Key findings include: 1) While agencies like Defense, State, and USAID share overlapping missions, collaboration is uneven and has not met expectations for some; 2) Budget pressures may increase the need for collaboration but managers are less optimistic it will reduce costs; 3) Smart power approaches remain applicable but support has decreased in some areas; 4) Agencies report having the tools needed but collaborating most effectively with other agencies compared to private/non-profit partners.
BCG has launched its Telco Sustainability Index, designed to capture the four dimensions most relevant to a telco’s environmental strategy. The index tracks the company’s commitment to sustainability, its emissions intensity and that of its upstream and downstream partners, its elimination of waste, and its customer enablement.
Bcg true luxury global cons insight 2017 - presentataGabriela Otto
The document summarizes key findings from the 4th Edition of the True-Luxury Global Consumer Insight report by BCG Altagamma:
1) The number of true luxury consumers grew to 17 million, with China and the US driving most of the growth. Average luxury spending increased to 36,000 euros per consumer.
2) While the overall luxury market remained steady, there was a shift towards higher-spending consumers. True luxury consumers now represent 32% of the global luxury market, up from 29%.
3) Consumer appetite for luxury remains healthy, with the True Luxury Barometer showing 24% of consumers expect to increase spending in 2017. Chinese and American consumers will be the biggest drivers
Booz Allen Hamilton and Market Connections: C4ISR Survey ReportBooz Allen Hamilton
Booz Allen Hamilton partnered with government market research firm Market Connections, Inc. to conduct the survey of military decision-makers. The research examined the main features of Integrated C4ISR through Enterprise Integration: engineering, operations and acquisition. Two-thirds of respondents (65 percent) agree agile incremental delivery of modular systems with integrated capabilities can enable rapid insertion of new technologies.
This document provides an overview of mobile trends and best practices for marketers. It finds that mobile penetration continues to grow globally, with smartphones becoming the dominant mobile device. Tablet usage is also increasing rapidly and becoming an important secondary screen. The key insights are:
- Mobile and tablet ownership is now mainstream, with over half of populations in major markets owning smartphones.
- Tablets are replacing PCs as the primary digital device and are often used for "second screening" alongside TV viewing.
- Most consumer journeys now span multiple devices, with mobile often the starting point for online activities.
- Marketers need to develop consistent omnichannel experiences optimized for different mobile contexts to cater to fluid, multidevice
This is a succinct guide for getting your digital marketing strategy right. Full of research to back up tips for data, mobile, video, programmatic and more. Written by the Head of Digital Marketing Advisory for TORI Global, Dominic Yacoubian.
When, Where & How AI Will Boost Federal Workforce Productivityaccenture
Artificial intelligence could significantly boost productivity in the U.S. federal workforce, potentially providing $532 billion in annual benefits by 2028. However, federal workers will need training to take full advantage of AI's benefits. The study found AI could automate around 30% of average federal workers' tasks by 2028 if investment increases as projected. To maximize AI's benefits, the document recommends federal agencies prioritize reskilling workers, aligning AI with strategic objectives, and ensuring accessible and trusted data.
Fintech New York: Partnerships, Platforms and Open Innovationaccenture
We are in the midst of a major disruption in the financial services that will see increasing adoption and evolution of disruptive FinTech solutions. Read our report released at the Fintech Innovation Lab’s Fifth Annual Demo Day Event.
- Technology is creating significant economic value but is also highly disruptive to businesses and the workforce, with an estimated 25% of the Australian workforce substantially impacted and their tasks automated by 2035.
- Organizations face challenges related to shifting skills demands, changing employee expectations, and accelerating technology change. Leaders must prepare their workforce and organizations for these changes.
- A "bionic future" with enhanced human capabilities is possible if organizations focus on developing new skills, transforming talent management, and creating learning partnerships with their workforce. With a national "skills pathway" program, Australia can thrive in this new future of work.
One in four customers is planning to either use branches less or stop visiting branches altogether after the COVID-19 crisis, according to new BCG retail banking consumer “pulse” survey.
Dispatches From The New Economy: The On-Demand Economy And The Future Of WorkIntuit Inc.
From delivery, transportation and household errands, to professional services and consulting, the on-demand economy is changing the way people consume goods and services. It is also changing the way people work. Intuit and Emergent Research forecast that the number of people working on-demand jobs will grow from 3.2 million Americans to 7.6 million by 2020. This is a once in a generation opportunity to empower the future of work and a new face of entrepreneurship.
Dispatches from the New Economy: The On-Demand Workforce provides a detailed analysis of the demographics, motivations and challenges of workers pursuing on-demand jobs. The data comes from a study from Intuit and Emergent Research that examined people working via eleven on-demand economy and online talent marketplace companies. Study participants included: Deliv, Field Nation, HourlyNerd, MBO Partners, OnForce, Uber, Upwork (formerly Elance-oDesk), Visually, Wonolo, and Work Market.
Methodology
A total of 4,622 workers who find work opportunities via the platforms provided by the participating partner companies completed an online survey between September 11 and October 1, 2015. The results were weighted to reflect the proportion of workers in each of the following segments: Drivers/Delivery, Online Talent Marketplaces and Field Service/Onsite Talent. The weights were developed using earlier survey work that sized the on-demand economy. The largest weighted share of on-demand worker respondents from any single company is 16%, with most partner companies providing less than 10% of the respondents.
This document discusses driving change for racial equity through a holistic approach that considers business drivers, internal factors, and external factors. It recommends addressing diversity, equity, and inclusion as business drivers by directly serving broader market segments, leveraging supplier diversity, and eliminating systemic bias. It also recommends deploying resources for social change by mitigating bias through equitable policies, creating an inclusive culture, and using influence to catalyze change. Quick wins are suggested in three areas: as business drivers by reviewing representation gaps, distribution commitments, and marketing practices; in teams and culture by analyzing representation metrics and embedding equity in processes; and with resources by pledging support and partnering with advocacy groups.
Tech Adoption and Strategy for Innovation & Growthaccenture
Accenture presents the benefits of investing in technology at scale by discussing the importance of tech adoption and strategy through case studies. View more.
Online survey of companies → Goal: Understanding the role of
artificial intelligence (AI) and machine learning across countries
and industries
• Evaluation: Which companies are active leaders in adopting or
piloting AI
Right Cloud Mindset: Survey Results Hospitality | Accentureaccenture
The document summarizes survey results from the hotel industry on key functional objectives, technology challenges, and investment priorities over the next two years. Across various departments like guest experience, revenue management, and operations, common themes are emerging such as a focus on contactless technologies, improved data integration, and leveraging AI/ML to enhance capabilities like forecasting and pricing. However, legacy systems are limiting hotels' ability to achieve these objectives due to issues like lack of flexibility, integration challenges, and complexity. Moving to the cloud could help address these barriers by providing scalability, real-time data processing, and breaking down silos to improve collaboration.
5 Opportunities in the Nutritional Supplements IndustryL.E.K. Consulting
According to the third installment of a biennial survey L.E.K. Consulting conducted on the healthy living marketplace, U.S. adult consumers spend, on average, a reported $635 on nutritional supplements each year: $433 on vitamins, minerals and herbal supplements (VMS), and $202 on sports nutrition products. And yet, within both categories, there is still room for further growth.
Indeed, when asked about their prior month’s purchases, just 55% of consumers who make H&W a priority said they bought VMS, and only 25% had purchased sports nutrition products. In other words, for retailers and brands there are some significant opportunities — and even a lurking threat — to be found.
Joining Forces: Interagency Collaboration and "Smart Power"Booz Allen Hamilton
This document summarizes the findings of a survey of 268 federal employees regarding interagency collaboration and addressing global challenges. Key findings include: 1) While agencies like Defense, State, and USAID share overlapping missions, collaboration is uneven and has not met expectations for some; 2) Budget pressures may increase the need for collaboration but managers are less optimistic it will reduce costs; 3) Smart power approaches remain applicable but support has decreased in some areas; 4) Agencies report having the tools needed but collaborating most effectively with other agencies compared to private/non-profit partners.
BCG has launched its Telco Sustainability Index, designed to capture the four dimensions most relevant to a telco’s environmental strategy. The index tracks the company’s commitment to sustainability, its emissions intensity and that of its upstream and downstream partners, its elimination of waste, and its customer enablement.
Bcg true luxury global cons insight 2017 - presentataGabriela Otto
The document summarizes key findings from the 4th Edition of the True-Luxury Global Consumer Insight report by BCG Altagamma:
1) The number of true luxury consumers grew to 17 million, with China and the US driving most of the growth. Average luxury spending increased to 36,000 euros per consumer.
2) While the overall luxury market remained steady, there was a shift towards higher-spending consumers. True luxury consumers now represent 32% of the global luxury market, up from 29%.
3) Consumer appetite for luxury remains healthy, with the True Luxury Barometer showing 24% of consumers expect to increase spending in 2017. Chinese and American consumers will be the biggest drivers
Booz Allen Hamilton and Market Connections: C4ISR Survey ReportBooz Allen Hamilton
Booz Allen Hamilton partnered with government market research firm Market Connections, Inc. to conduct the survey of military decision-makers. The research examined the main features of Integrated C4ISR through Enterprise Integration: engineering, operations and acquisition. Two-thirds of respondents (65 percent) agree agile incremental delivery of modular systems with integrated capabilities can enable rapid insertion of new technologies.
This document provides an overview of mobile trends and best practices for marketers. It finds that mobile penetration continues to grow globally, with smartphones becoming the dominant mobile device. Tablet usage is also increasing rapidly and becoming an important secondary screen. The key insights are:
- Mobile and tablet ownership is now mainstream, with over half of populations in major markets owning smartphones.
- Tablets are replacing PCs as the primary digital device and are often used for "second screening" alongside TV viewing.
- Most consumer journeys now span multiple devices, with mobile often the starting point for online activities.
- Marketers need to develop consistent omnichannel experiences optimized for different mobile contexts to cater to fluid, multidevice
This is a succinct guide for getting your digital marketing strategy right. Full of research to back up tips for data, mobile, video, programmatic and more. Written by the Head of Digital Marketing Advisory for TORI Global, Dominic Yacoubian.
Los números más importantes del 2015 y las tendencias que hay que monitorear en el 2016
The numbers that mattered in 2015 and the trends to watch in 2016
Source: GlobalWebIndex
The document discusses how the digital economy is growing exponentially due to increasing mobile connectivity, social media usage, and data availability. It notes that digital technologies are being adopted faster than ever, with each new technology reaching 1 billion users in less time than the previous. The digital economy is transforming the insurance industry in India. By 2020, it is estimated that three out of four insurance policies in India will be influenced by digital channels like online purchasing. The document argues that Indian insurers need to act now to capitalize on the opportunities of the digital economy by setting digital goals, adapting business models and capabilities, and accelerating existing digital initiatives.
The document discusses how the digital economy is growing exponentially due to increasing mobile connectivity, social media usage, and data availability. It notes that digital technologies are being adopted faster than ever, with each new technology reaching 1 billion users in less time than the previous. The digital economy is transforming the insurance industry in India. By 2020, it is estimated that three out of four insurance policies in India will be influenced by digital channels like online purchasing. The document argues that Indian insurers need to act now to capitalize on the opportunities of the digital economy by setting digital goals, adapting business models and capabilities, and accelerating existing digital initiatives.
The document discusses how digital is transforming the insurance industry globally and in India. It notes that:
- Digital is growing exponentially worldwide, driven by increased mobile usage, social media engagement, and big data capabilities.
- This digital transformation will significantly impact the insurance industry, both positively as an opportunity and negatively as a threat if insurers do not adapt.
- In India specifically, digital influence on insurance is already substantial and expected to grow further, with three out of four insurance policies influenced by digital by 2020. Indian insurers must act now to address this digital disruption.
This document provides an overview of programmatic media and its relationship to mobile advertising. It defines programmatic media as the automated buying and selling of digital ad space through platforms. Programmatic allows for high audience segmentation, real-time campaign monitoring, and more agility. While technology enables programmatic, human strategy and decision making are still needed. The majority of US media buyers plan to increase their programmatic spending as more than two-thirds of US digital ads are expected to be bought programmatically in 2016. Mobile programmatic spending is growing rapidly and is projected to receive $15.5 billion in the US in 2016, driving the rapid adoption of programmatic media.
This document contains a summary of a presentation on the state of digital and mobile marketing. It discusses how consumers' media consumption habits have changed and are now across multiple screens. Mobile usage has increased dramatically and smartphones are now an integral part of people's daily lives. Marketers need to have a strong mobile presence as many decisions start on mobile. A multi-screen approach is important as people move seamlessly between devices. Attribution of the impact of different channels and platforms is challenging but critical for marketers. The future of digital advertising lies in understanding consumer behavior across all devices.
The document provides an overview of global marketing trends in 2013 based on a survey conducted by the International Federation of DMA's across 12 countries. Key findings include:
1) Marketing budgets increased in 2013 after several years of declines, with over 40% of respondents reporting higher budgets. Digital channels like social media, search, and email saw the largest budget increases while traditional channels like TV and radio saw decreases.
2) Marketers are evaluating and shifting budgets to channels that can demonstrate business metrics like lead generation, conversion, and return on investment. Social media is unique in being evaluated on both awareness and business goals.
3) Around half of respondents linked their marketing activities to increased company revenues over the past year,
In this issue we we gave a short summary of mobilike's 2014, wrote about the mobile trends for 2015, made an interview with Bora Başman.
Bu sayımızda mobilike'ın 2014 yılının bir özetini verdik, 2015 mobil trendlerini öngürdük ve Bora Başman ile bir röportaj gerçekleştirdik.
The document discusses how measuring mobile user behavior through passive data collection can help address challenges in mobile marketing and advertising. It notes that while mobile adoption is rising, the advertising industry remains cautious about mobile's value due to a lack of data on campaign effectiveness and user integration. Passive data collection through mobile apps can track user behaviors, activities, and content consumption over time. This provides insights into user segmentation, correlations between activities, and how behaviors vary across platforms. Such detailed behavioral data and metrics can demonstrate campaign performance, helping advertisers better integrate mobile into their strategies and increasing spending.
The document discusses emerging top ten trends for engaging consumers in 2013 according to ZenithOptimedia. It analyzes how political, economic, social and technological developments are shaping these trends. Three major developments are discussed - the remapping of the global economy and its impact on consumer confidence, the connected world as consumers seek to access content anytime from any device, and the rise of big data and opportunities for more personalized engagement. The document provides an overview of ZenithOptimedia's methodology for compiling the top ten trends from various reports and analyzing how these trends will influence how brands engage with consumers in the coming year.
Global social media engagement has plateaued after reaching record highs during pandemic lockdowns in 2020. While some markets like the Middle East and Africa still see rising usage, time spent on social platforms has remained largely stable worldwide since 2020. Younger generations still spend the most time on social media, but older consumers are increasingly active as well, contributing to the continued growth of platforms like TikTok. Overall, social media usage has leveled off from the peaks seen during widespread lockdowns, but remains an important way people spend their leisure time.
Digital markets can adopt different personalities as they evolve. Understanding each one is the key to turning media fragmentation into precise communication opportunities.
Time for consumer goods companies to rethink digital marketingCognizant
Consumer goods companies must reinvent their digital marketing capabilities to actively engage consumers and move them along the path to purchase by consistently delivering highly personalized, authentic and valuable brand experiences across marketing channels.
The document discusses the shifting of advertising budgets from traditional media like television and print to non-traditional digital options like online advertising, mobile, and social media. It provides data showing increasing revenues and growth rates for digital advertising in Singapore and Asia. Examples are given of companies like Uniqlo, Burberry and Red Bull allocating more budgets to non-traditional media like social media marketing, online videos, and mobile apps rather than television or print ads. While the rise of digital is clear, the document notes that traditional advertising still has a role to play and the effectiveness of online media depends on proper evaluation methods.
Similar to Marketing in 2022 - Multi Moment Audience - Team Lewis (20)
Brandon Ervin Google Innovations in Search Targeting - Friends of Search 2021BBP
This document provides a summary of a presentation about innovations in search targeting using Google. The presentation discusses how search has evolved as each search is unique based on individual user signals. It introduces Performance Broad as an automated targeting solution to account for all available signals. The presentation outlines how Broad Match has improved to better understand advertiser intent through signals and inputs. It provides recommendations for implementing Broad Match through account structure optimizations and recommendations in the Google Ads interface. The key takeaways are that Broad Match is not the same as before and has been redesigned, it can be easily tested via recommendations with low risk and high rewards, and can drive incrementality and new user acquisition.
Essent - Using AI@Scale to drive a seamless customer experienceBBP
Innogy's data strategy aims to create 360-degree views of energy consumers and households by combining data from smart meters, household profiles, social media, customer service records, and other sources. This data is used to build personalized offerings for customers and provide a seamless customer experience, such as boosting sales of green energy products by 70%. Innogy also uses AI and machine learning techniques like predictive modeling and conversational agents to further improve the customer experience and identify opportunities like churn prevention. A key focus is experimenting with and scaling AI-driven use cases across Innogy's large customer base.
UnifiedPost - Hoe zorg je ervoor dat jouw klantencommunicaties in lijn zijn m...BBP
The document discusses ensuring customer communications align with rising customer expectations of being tailored, effortless, and timely. It emphasizes the importance of having a unified customer profile and providing relevant commercial information to customers within the appropriate timeframe to avoid irrelevant communications from a lack of customer insights. Transactional communications like invoices and statements need to be revamped for consistency with the brand's promotional messaging to improve the overall customer journey and engagement.
This document provides an overview of Datatrics, a customer journey management and marketing automation platform. It highlights key features such as out-of-the-box machine learning, a customer journey framework, actionable tools for small/medium businesses, and GDPR compliance. The document also includes examples of how Datatrics can be used to create personalized customer journeys across digital channels based on individual customer profiles and behaviors.
De eerste pagina's uit het eerste boek over crowdsourcing in Nederland: De C2B revolutie. Onderdelen: inhoudsopgave, woord vooraf, inleiding en crowdsourcing in de praktijk en hoe het boek is opgebouwd. Bestel het boek via www.c2brevolutie.nl.
This document provides exercises and tips for getting the most out of a website, including getting back to basics testing, stopping copying competitors and instead focusing on user needs, prioritizing people over visitor numbers, satisfying users and communicating with transparency, creating a yearly plan, and showing concrete numbers rather than percentages. It encourages testing different approaches, lowering barriers to entry, and not getting ahead of proven results.
The document discusses using web analytics to drive business goals and improve online activities. It outlines typical analytics challenges companies face and provides a framework to define goals and create a roadmap to address challenges. The agenda includes setting goals, developing a roadmap by prioritizing improvement projects, and providing practical examples. The roadmap prioritizes projects based on factors like urgency, estimated return on investment, and work required.
HijackLoader Evolution: Interactive Process HollowingDonato Onofri
CrowdStrike researchers have identified a HijackLoader (aka IDAT Loader) sample that employs sophisticated evasion techniques to enhance the complexity of the threat. HijackLoader, an increasingly popular tool among adversaries for deploying additional payloads and tooling, continues to evolve as its developers experiment and enhance its capabilities.
In their analysis of a recent HijackLoader sample, CrowdStrike researchers discovered new techniques designed to increase the defense evasion capabilities of the loader. The malware developer used a standard process hollowing technique coupled with an additional trigger that was activated by the parent process writing to a pipe. This new approach, called "Interactive Process Hollowing", has the potential to make defense evasion stealthier.
Gen Z and the marketplaces - let's translate their needsLaura Szabó
The product workshop focused on exploring the requirements of Generation Z in relation to marketplace dynamics. We delved into their specific needs, examined the specifics in their shopping preferences, and analyzed their preferred methods for accessing information and making purchases within a marketplace. Through the study of real-life cases , we tried to gain valuable insights into enhancing the marketplace experience for Generation Z.
The workshop was held on the DMA Conference in Vienna June 2024.
Discover the benefits of outsourcing SEO to Indiadavidjhones387
"Discover the benefits of outsourcing SEO to India! From cost-effective services and expert professionals to round-the-clock work advantages, learn how your business can achieve digital success with Indian SEO solutions.
Ready to Unlock the Power of Blockchain!Toptal Tech
Imagine a world where data flows freely, yet remains secure. A world where trust is built into the fabric of every transaction. This is the promise of blockchain, a revolutionary technology poised to reshape our digital landscape.
Toptal Tech is at the forefront of this innovation, connecting you with the brightest minds in blockchain development. Together, we can unlock the potential of this transformative technology, building a future of transparency, security, and endless possibilities.
3. Contents
Foreword
Introduction
Methodology
Consumer behavior across the globe
The modern marketing multiverse
Factors influencing the multi-moment audience
1. Ending monotony can end marketing immunity
2. Mood affects decision-making
3. Evolving motivators for modern consumers
Take a multi-dimensional approach
04
06
07
08
12
17
18
22
28
32
3
Marketing in 2022: Multi-moment audience
4. We enter 2022 still unpicking the change
witnessed during the previous two years.
We cannot now rely on the assumptions of
yesteryear. What was considered niche and risky
to invest in by marketers in 2019 might well be
needed just to compete in the coming years.
Nearly every part of our lives has been impacted,
and therefore nearly every corner of the
marketer’s toolkit needs to be reviewed.
We’ve been in a unique position to study this
sweeping change, having at our fingertips
more than 40,000 datapoints spanning the
consumer’s full digital life, harmonized
across countries for true like-for-like
geographic comparison.
We’re thrilled to see TEAM LEWIS bring this
data to life to explore the new multi-
moment audience.
4 Marketing in 2022: Multi-moment audience
5. The marketing landscape in 2022 has changed.
It’s no longer as simple as getting in front of
your audience with a single message as many
times as possible. Consumers want unique,
attention-grabbing creativity delivered in a
personalised way. The complexity of message
and the vehicle the message is delivered in is
paramount to success.
Every business will need to flex their marketing
strategy to connect with the new breed of multi-
moment audience. And the insight into how this
audience thinks and operates cements this need.
It has been a brilliant experience partnering
with GWI. We have been able to join the dots on
the wealth of data they have on the consumer’s
digital life with our extensive experience in
successful audience connection. Businesses now
need to tackle the challenge to embed creativity
in the heart of consumer connection.
5
Marketing in 2022: Multi-moment audience
6. To say our behavior has changed since the
COVID-19 pandemic is the understatement of
the year. The scale and pace at which we now
multi-task, multi-hat and multi-screen has
led to a new breed of consumer: the multi-
moment audience.
Today, brands can no longer rely on an
isolated moment to build connections with
this audience. Instead, they must use multiple
touchpoints to effectively reach and convert
consumers. By focusing on the time and place
they engage their audience, as well as what they
say and how they say it, brands can cut through
the noise to create lasting connections.
In this report, we analyze key findings from our
partner, GWI, to unravel the current challenges
for brands and offer insights into how marketers
like you can create successful integrated
campaigns in 2022.
Introduction
6 Marketing in 2022: Multi-moment audience
7. All figures in this report are drawn from GWI’s
online research among internet users aged
16-64*. These figures represent the online
population of each market, not its total
population. Each year, GWI interviews over
700,000 internet users via an online
questionnaire for its core data set. Some of
these respondents complete a shorter version
of this survey via mobile, while others answer
additional questions about their brand and
media consumption.
When reading this report, please note that
we use a mixture of data from GWI’s ongoing
quarterly global research, and insights from
its Zeitgeist research. Our report covers
the following countries: Australia, Belgium,
France, Germany, Hong Kong, Italy, Malaysia,
Netherlands, Portugal, Singapore, Spain, UK,
and the USA.
Methodology
7
Marketing in 2022: Multi-moment audience
8. Consumer behavior
across the globe
Screen time climbs
With the exception of Australia, Malaysia,
Singapore and the US, screen time continues
to grow year-on-year in most countries.
Hong Kongers and Malaysians spend more
time on their mobile devices than PCs,
laptops and tablets, totalling three hours and
34 minutes, and four hours and 43 minutes
respectively. It’s perhaps no wonder, then,
that 41% of Malaysians have concerns about
the amount of time they spend on
their smartphone.
Meanwhile in Europe, the Portuguese hold
the title for the highest daily screen time in
total, at close to eight hours. But globally,
it’s Malaysians who take the crown, spending
a total average of nine hours and 18 minutes
behind screens. Compared to the rest of the
world, Western Europe – namely Belgium,
France, Germany and the Netherlands –
clocks up the least screen time at under
six hours.
Malaysians
spend close to
9.5 hours per
day behind
screens
8 Marketing in 2022: Multi-moment audience
9. Three (devices) is no longer a crowd
Fig 1: Average number of devices by country
3.01
2.94
2.55
2.76
3.08
2.87
3.12
2.7
3
2.95
2.82
3.1
3.22
3.04
So what are audiences around the world
using their devices for?
For many, using the internet to browse
social media has become an intrinsic part of
everyday life. APAC countries use an average
of nearly four platforms daily. So, it’s no
surprise Malaysia and Singapore rank first
and third respectively for daily screen time.
Western Europe, however, records the least
amount of usage with fewer than three
platforms accessed each day.
Global
Australia
Belgium
France
Germany
Hong
Kong
Italy
Malaysia
Netherlands
Portugal
Singapore
Spain
UK
USA
One factor that may have contributed to the
continued increase in screen time is that
globally, audiences own at least three devices
from which they access the internet.
However, despite spending the most time
on the internet, Malaysians own fewer than
three devices.
It may be a sign of controlled consumption of
the internet, or perhaps more onus is placed
on practicing moderation in these countries,
but the US, UK, Germany and Italy are above
the global average when it comes to
device ownership.
9
Marketing in 2022: Multi-moment audience
10. Hybrid working is here to stay
Going forward, remote working looks to
become more prevalent in markets including
Malaysia, Singapore and the UK. Marketers will
need to re-evaluate their choice of channels,
messaging and timing of launches and
posts as these shifts impact how consumers
interact digitally and in the real-world.
Global
Australia
France
Germany
Italy
Malaysia
Singapore
Spain
UK
USA
Work exclusively remotely, limiting office attendance to a minimum of company /
team meetings and events
Work mostly remotely, with a few days in the office per week
Work mostly in the office, with a few days of working remotely per week
Work exclusively in the office
Fig 2: Future work arrangements
35%
30%
25%
20%
15%
10%
5%
0%
Working from home has gone from an
unfamiliar concept to an everyday reality for
many. 57% of people worked from home in
Q2 of 2021 (compared to 54% in Q2 of 2020).
But hybrid work setups seem to be the future,
with an even split between mostly working
from home or mostly working from the office
at 28% for both.
10 Marketing in 2022: Multi-moment audience
11. Widespread wellbeing
and privacy concerns
As referenced with regard to Malaysian
audiences, there is global concern over the
amount of time we spend on our
smartphones (30%) and the hours we clock up
on social media (27%). While Spain, Malaysia
and Hong Kong are the strongest believers in
the idea that social media is good for society,
Western Europe appears to disagree.
Globally, almost a quarter (23%) of consumers
have actually reduced their social media use
as awareness about the implications of screen
time for our long-term wellbeing emerges.
And this consciousness encompasses more
than just personal protection – consumers
now want brands to be socially responsible
(43%) and/or eco-friendly (45%) in the way
they do business.
Where audience
attention lies
Currently, a range of interactions is happening
across multiple media channels. Music, apps,
movies and gaming are popular, with the US,
Singapore and Malaysia spending the most
time using music streaming services. The
US and Singapore also spend the most time
listening to podcasts, at 52 minutes per day.
While interest in media for personal
consumption is on the rise, there is a slight
aversion towards spending on entertainment
such as digital gifts, in-app purchases and
premium web services.
34%
of US consumers think streaming
service subscriptions are costly
23%
of global consumers have
reduced their social screen time
This attitude is reflected in the perception of
the cost of TV streaming services: 34% of US
consumers in Q2 of 2021 believe subscriptions
are getting costly, compared to 27% in Q2 of
2020. This may be, in part, due to a rise in the
average number of subscriptions to video
streaming services of from 2.1 to 2.8
year-on-year.
Slightly less (39%) worry about how
companies are using their personal data
online, while over a third (34%) prefer to
remain anonymous. Just under one in four
global audience members (23%) worries about
how its government tracks them online,
while one in five (20%) feels in control of their
online personal data.
11
Marketing in 2022: Multi-moment audience
12. The modern marketing
multiverse Entertainment is
less important than
information in online ads
From the first steps towards print advertising
in the 15th century, to the constantly evolving
online ads of today, advertising has become
an integral part of brand-to-consumer
communication. In both the US and UK,
males are reportedly more likely to respond
to an online ad.
From rising screen time across most
of the world, to a clear shift towards
hybrid working arrangements,
and growing concern about wellbeing
and privacy, there are many behaviors
that brands must look out for in
2022. In the next section, we explore
more trends within the marketing
multiverse.
12 Marketing in 2022: Multi-moment audience
13. Provided ideas for a new product / design
Interacted with a brand on a messaging app
Read a branded blog
Shared a brand’s post on a social network
Uploaded a photo / video to a brand’s social page
Asked a question to a brand on a social network
Used a company’s live-chat service on a website
Unliked / stopped following a brand on a social network
Played a branded game
Clicked on an online ad on the top or side of a website
Left feedback or a review on a brand’s website
Clicked on a promoted / sponsored post on a social network
Used a QR code provided by a company or brand
Used a social networking “share” button on a website
Downloaded / used a branded app
Visited a brand’s social network page
Liked / followed a brand on a social network
Watched a video made by a brand
Read an email / newsletter from a brand
Visited a brand’s website
7%
8%
8%
8%
8%
9%
10%
10%
11%
12%
12%
12%
12%
13%
14%
17%
19%
20%
26%
56%
Fig 3: Global percentage who have interacted with a brand in the following ways
35-44 year-olds are most likely to make
a purchase after seeing an online ad
in the US, compared to the slightly
younger demographic of 25-34 year-
olds in the UK.
Audiences across both markets expect
ads to provide value. Offering product
information was ranked as the most
important aspect of an ad, followed
by being entertaining, and providing
discounts and special offers.
13
Marketing in 2022: Multi-moment audience
14. Websites are
still king
Leading by a margin of 30%, the not-so-
humble website is still the most popular
platform for consumers to interact with a
business. 56% visited a brand’s site in the
last month. Newsletters also prove to be an
effective communication method for more
than a quarter (26%) who read emails or
newsletters from brands.
Videos are becoming more and more popular
with audiences. It isn’t surprising that more
than a fifth (20%) have watched a video made
by a brand. Slightly less (19%) liked or followed
a brand on a social network, reinforcing the
notion that these platforms are a staple part
of the discoverability journey.
Video and social
content is on the rise
Clearing browser history
is commonplace
Despite the events of the past few years,
where most of us have had no choice but
to move online for our shopping needs,
online versus in-store shopping preferences
are too close to call at 51% and 49% of
consumers respectively.
Concerns about data and advertising might
be one factor in why half of consumers still
prefer in-store shopping. A large percentage
(39%) of global audiences worry about how
companies use their personal data, with Spain
(52%) and Portugal (50%) most concerned.
It’s therefore no surprise that the Portuguese
prefer shopping in-store by a margin of over
20% when compared to online shopping.
To counteract their data concerns, 61% of
global audiences clear their browsing history,
41% decline cookies on a website and 35%
use a private browsing mode.
Brands must prepare
for a cookie-less
future
14 Marketing in 2022: Multi-moment audience
15. 21%
16%
17%
14%
18%
30%
25%
43%
11%
31%
24%
36%
16%
20%
17%
21%
13%
12%
12%
26%
23%
42%
15%
23%
20%
30%
12%
16%
Global
Australia
Belgium
France
Germany
Hong Kong
Italy
Malaysia
Netherlands
Portugal
Singapore
Spain
UK
USA
33%
38%
26%
30%
30%
36%
35%
44%
19%
40%
40%
41%
28%
33%
28%
28%
23%
20%
22%
30%
33%
31%
15%
36%
32%
37%
20%
27%
25%
27%
20%
20%
19%
25%
32%
31%
18%
39%
26%
38%
18%
24%
16 to 24
25 to 34
35 to 44
45 to 54
55 to 64
Fig 4: Percentage who worry about companies’ data collection who also
expect them to offer customized / personalized products (by age)
These behaviors will cause long-term
difficulties for brands, as more and more
audiences opt out of data storage
permissions, while simultaneously expecting
ads to be tailored to them.
This is most true of younger audiences,
who are the most concerned about how
their data is collected, yet expect the
most personalization.
15
Marketing in 2022: Multi-moment audience
16. As the world continues to change,
and this new multi-moment breed
of audience emerges, close attention
must be paid to its attributes to
best understand and serve it.
This can be viewed in terms of three
key influences, or the three Ms:
monotony, mood, and motivation.
16 Marketing in 2022: Multi-moment audience
18. Ending monotony
can end marketing
immunity
Whether individual audience members enjoy or
get frustrated with ads, the fact is that they’re
everywhere. As consumers become more restless
and fatigued globally, immunity towards marketing
messages sets in. Breaking monotony is crucial for
brands to get through to consumers again.
The question is, how?
Firstly, brands need to get creative with technology,
expanding into emerging areas such as AR and VR.
They must think outside of the box and do things
that are unexpected – not be restrained by what
they’ve always done.
18 Marketing in 2022: Multi-moment audience
19. Sticking to the status
quo is no longer an
option for brands
19
Marketing in 2022: Multi-moment audience
20. Break the brand mold
Take, for example, immersive brand
experiences such as the collaboration
between popular game Fortnite and luxury
fashion brand Balenciaga. You may never
have associated the two – until the latter
appeared in the eyeline of gamers thanks to
Fortnite allowing avatars to sport the branded
garments during gameplay.
But ending monotony doesn’t just mean big
and costly collaborations. It can be as simple
as encouraging people to engage and
interact, from AR and out-of-home
campaigns that provide entertainment to
thumb-stopping social content that
breaks a brand’s mold. Crucially, it’s about
actively inventing ways to win a place at the
forefront of minds.
Close to a quarter (23%) of global audiences
have watched a live video stream in the last
week, with Malaysia, Hong Kong and Italy
leading the pack. Brands who have
traditionally produced flat image or copy-
heavy ads or posts may be nervous to explore
new channels and distribution streams –
but it’s essential that they’re able to
communicate in ways that are now expected
by their audience.
Fig 5: Percentage who say they watched a live video stream in the last week
23%
20%
16%
21%
19%
29%
27%
32%
15%
23%
23%
27%
18%
24%
Global
Australia
Belgium
France
Germany
Hong
Kong
Italy
Malaysia
Netherlands
Portugal
Singapore
Spain
UK
USA
20 Marketing in 2022: Multi-moment audience
21. 13%
11%
7%
10%
11%
23%
19%
18%
6%
8%
13%
11%
9%
14%
Global
Australia
Belgium
France
Germany
Hong
Kong
Italy
Malaysia
Netherlands
Portugal
Singapore
Spain
UK
USA
Power to the people
The popularity of social platform TikTok has
skyrocketed in recent years, with a 457%
increase in revenue from 2019 to 2020 alone.
In 2021, it was the most popular website,
above Google. Part of this popularity is surely
down to the freedom it gives users to create
– it simply wouldn’t exist without user-
generated content.
These insights highlight the importance of brands finding new ways to hand some level of
control over to their audience, whether that’s empowering them to generate their own
content or giving them choice and direction over what the brand itself produces.
And self-made content is important to
audiences across the globe. One in five Hong
Kongers claim to have shared their own blog
or video in the last week, followed by over 19%
in Italy and nearly 18% in Malaysia.
Fig 6: Percentage who say they shared their own blog post or video in the last week
21
Marketing in 2022: Multi-moment audience
22. mood affects
decision-making
In addition to contending with an audience that is
growing increasingly immune to marketing
messages, brands must now also ensure that they’re
sensitive to mood. With the pandemic ongoing,
and constantly changing restrictions and news
being shared, emotions feel more heightened than
ever. Such ambient emotions can impact the way
consumers respond to a brand.
How marketing makes people feel dictates whether
they engage with it or disregard it completely.
But how can brands ensure that messages resonate
with their audience’s mood? Well, human beings
love stories.
Storytelling ignites emotions and generates empathy
and understanding. It is also 35% more persuasive
than communications that aren’t based on stories,
such as product information. Brands that don’t create
compelling narratives with their marketing efforts
are missing an opportunity to create meaningful
connections with consumers.
22 Marketing in 2022: Multi-moment audience
24. The attributes that matter
Alongside storytelling, consumers gravitate
towards brands that share their values.
A brand’s traits, and the way in which they are
communicated, can be another factor which
influences a person’s decision to engage.
Across the globe, consumers want brands to
be reliable, authentic, and innovative. Brands
being smart is far less important to the global
audience on average. Traits that brands might
think are essential – such as being trendy or
bold – are some of the least desired.
Global
Australia
Belgium
France
Germany
Hong Kong
Italy
Malaysia
Netherlands
Portugal
Singapore
Spain
UK
USA
67%
67%
72%
66%
72%
57%
66%
54%
78%
67%
60%
68%
75%
66%
47%
47%
39%
49%
51%
22%
40%
50%
32%
58%
47%
48%
47%
47%
41%
42%
32%
38%
27%
17%
43%
51%
23%
47%
41%
34%
41%
47%
18%
19%
16%
17%
19%
12%
12%
11%
21%
18%
13%
14%
19%
20%
17%
16%
15%
13%
17%
19%
16%
35%
18%
22%
22%
23%
13%
15%
Fig 7: Percentage who want brands to be the following (Part 1)
24 Marketing in 2022: Multi-moment audience
26. Ears wide open
Over the last three years, there has been an
increase in the consumption of music
streaming services and podcasts, proving
that consumers are keen to give their eyes a
screen break as they explore media via their
other senses.
On average, global consumers spend more
than 94 minutes listening to music on a
streaming platform, and around 55 minutes
listening to podcasts.
As discussed earlier, the US, Singapore and
Malaysia lead the way when it comes to
podcast streaming, while Australia and
Singapore are seeing growth in music
streaming and podcast listenership
year-on-year.
Discover how sonic
branding works But what role does audio play in brand
discoverability?
Brands are most commonly discovered on
radio ads compared to other audio formats,
such as music streaming and sponsored
content on podcasts, with German consumers
(19%) the most likely to discover brands via
this medium, followed by Portugal (18%)
and Belgium (17%).
Global consumers
spend more than
94 minutes listening
to music on a
streaming platform
26 Marketing in 2022: Multi-moment audience
27. Ads heard on the radio
Ads on music-streaming services
Ads / sponsored content on podcasts
Fig 8: Percentage who typically discover brands via the following
Global
Australia
Belgium
France
Germany
Hong Kong
Italy
Malaysia
Netherlands
Portugal
Singapore
Spain
UK
USA
0%
3%
6%
9%
12%
15%
18%
27
Marketing in 2022: Multi-moment audience
28. Evolving motivators
for modern
consumers
Life, language and likes
affect relatability
It is our nature to look for common ground with other
people to identify with them. But how we relate to others
differs across generations. For instance, Gen Z consumers
identify most with people who share the same gender
as them.
Meanwhile, Millennials identify with those who like the
same things as them online; Gen X, with those who share
similar life experiences; and Baby Boomers with those
who speak the same language as them.
Looking at relatability from a global standpoint, over half
(51%) identify most with people who share their interests
and hobbies, followed by 47% who cite a shared sense of
humor as most relatable.
28 Marketing in 2022: Multi-moment audience
29. Gen Z relate most to
those who identify as the
same gender as them
29
Marketing in 2022: Multi-moment audience
30. Making positive change
Despite 4.55 billion people around the world
now using social media, less than a quarter
of global consumers (23%) believe it is good
for society. Worldwide, Malaysians are the
most optimistic about social media having
a positive impact on society (40%).
The French market is most passionate
about brands being eco-friendly (58%)
when compared to other countries, with only
a third (33%) of Hong Kongers placing value
on this. Across the globe, consumers want
brands to support local suppliers and
charities, make customers feel valued,
be more responsible and transparent about
data usage and communicate their
sustainability goals.
Fig 9: Percentage who want brands to be eco-friendly
45%
38%
51%
58%
58%
33%
46%
52%
44%
49%
39%
53%
44%
38%
Global
Australia
Belgium
France
Germany
Hong
Kong
Italy
Malaysia
Netherlands
Portugal
Singapore
Spain
UK
USA
30 Marketing in 2022: Multi-moment audience
31. A spotlight on environmental issues
Key takeaways from the COP26 Summit,
which took place at the beginning of
November 2021, included worldwide pledges
from reducing deforestation to reaching zero
carbon emissions. With the event stealing the
limelight for much of Q4, consumers are now
also starting to commit to change.
While environmental issues are important
to almost half (48%) of global consumers,
the majority (54%) is willing to pay more for
an eco-friendly product, highlighting to
brands that producing environmentally
friendly items is unlikely to be at the
detriment of profit.
Slightly behind the global pack is Hong Kong,
which looks like it needs more convincing.
Only a third (33%) is willing to pay more
for eco-friendly products, with the same
amount caring if a brand is generally
eco-friendly, and only slightly more (35%)
stating that helping the environment is
important to them.
Pay more for an eco-friendly product
Pay less for a non eco-friendly version
Fig 10: Percentage who pay more or less for product
70%
60%
50%
40%
30%
20%
10%
0%
Global
Australia
Belgium
France
Germany
Hong
Kong
Italy
Malaysia
Netherlands
Portugal
Singapore
Spain
UK
USA
31
Marketing in 2022: Multi-moment audience
32. From the various forms of media being
consumed, to the plethora of platforms and
devices they’re consumed on, the global
audience has evolved more rapidly than
we could have imagined in recent years.
Expectations are higher than ever. It’s not just
entertainment that people are looking for –
it’s brands who they can trust to meet their
needs, as well as to serve our planet.
A multi-moment
audience requiring a
multi-dimensional
approach
The pressure on
brands to innovate,
and the rate at which
they must do so,
is unprecedented
32 Marketing in 2022: Multi-moment audience
33. But it is only because there are so many
moments in which audiences engage with
media, that brands have so many
opportunities to engage them. There has
never been a better time for brands to
get stuck into the insights, not only
understanding what isn’t working with their
current approach to marketing, but also
why it isn’t working.
Brands that bury their heads in the sand
will find it impossible to keep up with a world,
and audience, that are constantly evolving.
But those who are active, curious and
disrupt the norm with augmented creativity,
multi-sensory storytelling, and a newfound
consciousness for the world around them
will be the ones who have a presence in
the same spaces as consumers – and a
presence in their minds too.
33
Marketing in 2022: Multi-moment audience
34. Datasets included
Screen time over time
Source: GWI Core 2017-2021 (averages of all waves
conducted in each year)
Question: On an average day, how long do you spend
online on a mobile / PC / laptop / tablet?
Base: 1,085,109 internet users aged 16-64
Average number of devices
Source: GWI Core Q2 2021
Question: Which of these do you use to access
the internet?
Base: 72,503 Internet Users aged 16-64
Average number of social platforms
Source: GWI Core Q2 2021
Question: Which of these do you use to access
the internet?
Base: 72,503 Internet Users aged 16-64
Average number of social platforms used per day / week
Work From Home
Source: GWI Work Q3 2021
Question: Thinking about a typical week, and taking
into consideration Covid-19 restrictions, which of these
places might you / your team work from? | Which of the
following is most likely to happen in your company, in
terms of future working space?
Base: 42,141 Internet Users aged 16-64
% who say they work from their home | Which of the following
is most likely to happen in your company, in terms of future
working space?
Ads
Source: GWI Zeitgeist February 2021
Question: Which of the following things have you done
in the past 7 days? This can be on any device.
Base: Base: 2,000 (UK) & 2,013 (USA) Internet
Users aged 16-64
Unplugging
Source: GWI Core Q2 2021
Question: Which of the following do you feel
describes you?
Base: 72,503 Internet Users aged 16-64
% who agree with the following
In-store vs Online
Source: GWI Core Q2 2021
Question: Typically, which of the following would
you rather do?
Base: 72,503 Internet Users aged 16-64
% who say they prefer to shop….
Decline of Cookies
Source: GWI Core Q2 2021
Question: How often do you do each of the following? |
What operating system(s) do you use on the following
device: Smartphone / Mobile phone?
Base: 72,503 Internet Users aged 16-64
% who say they have done the following
Opting Out
Source: GWI Core Q2 2021
Question: Which of the following do you feel describes you?
Base: 72,503 Internet Users aged 16-64
% who agree with the following
Catch-22
Source: GWI Core Q2 2021
Question: Which of these things do you want
brands to do?
Base: 72,503 Internet Users aged 16-64
% who worry about companies’ data collection who also
expect them to offer customized / personalized products
Awareness to engagement
Source: GWI Core Q2 2021
Question: Which of these things do you want brands
to do? | Which of the following actions have you done
online in the past month?
Base: 72,503 Internet Users aged 16-64
% who want brands to do / be the following | % who
have interacted with a brand in the following ways in
the last month
Attitudes towards tech
Source: GWI Core Q2 2021
Question: Which of the following do you feel
describes you?
Base: 72,503 Internet Users aged 16-64
% who agree with the following
34 Marketing in 2022: Multi-moment audience
35. Expectations of ads
Source: GWI Zeitgeist February 2021
Question: What do you most want ads to do for you?
2,000 (UK) & 2,013 (USA) internet users aged 16-64
% who say they most want ads to do the following
VR & AR
Source: GWI Core Q2 2021
Question: Which of the following devices
do you own?
Base: 72,503 Internet Users aged 16-64
% who say they own a virtual reality headset / device
Source: GWI Core Q2 2021
Question: Which of the following features are you most
looking for when purchasing your next phone?
Base: 10,971 Internet Users intending to buy a phone in
the next 6 months, aged 16-64
% of mobile phone buyers who say augmented reality
functionalities are important in a phone
Livestream
Source: GWI Core Q2 2021
Question: In the last week, which of these have you
watched, listened to, or done online
Base: 72,503 Internet Users aged 16-64
% who say they watched an live video stream in
the last week
UGC
Source: GWI Core Q2 2021
Question: In the last week, which of these have you
watched, listened to, or done online?
Base: 72,503 Internet Users aged 16-64
% who say they shared their own blog post or video
in the last week
Audio Marketing
Source: GWI Core 2019-2021
Question: On an average day, how long do you spend
listening to podcasts / music streaming services
Base: 702,905 Internet Users aged 16-64
Average daily time spent on the following
Source: GWI Core Q2 2021
Question: How do you typically find out about new
brands and products?
Base: 72,503 Internet Users aged 16-64
% who typically discover brands via the following
Storytelling & Emotion
Source: GWI Core Q2 2021
Question: Which of these do you want brands to be?
Base: 72,503 Internet Users aged 16-64
Brand qualities: % who want brands to
be the following
Common Humanity
Source: GWI Zeitgeist April 2021
Question: “Please choose the options that best complete
this sentence: “I most identify with other people who...”
Base: 1,918 (U.S.) & 1937 (UK) Internet Users aged 16-64
Sources of shared identity: % who say they most identify with
people who…
Eco-consciousness
Source: GWI Core 2019-2021
Question: In the next 6 months, how do you think the
following will change? The environment
Base: 702,905 Internet Users aged 16-64
Environmental expectations: % who expect the environment to
get better / get worse in the next 6 months
Source: GWI Core Q2 2021
Base: 72,503 Internet Users aged 16-64
Environmental attitudes
Maintaining Authenticity
Source: GWI Core Q2 2021
Question: Which of these do you want brands to be? |
Which of these things do you want brands to do?
Base: 72,503 Internet Users aged 16-64
35
Marketing in 2022: Multi-moment audience
36. Ready to make 2022 your best yet?
Get in touch to discover how TEAM LEWIS can help.
APAC
Keso Kendall
keso.kendall@teamlewis.com
EMEA
Celia Clark
celia.clark@teamlewis.com
US
Nick Sneath
nick.sneath@teamlewis.com
Find out more
teamlewis.com/multi-moment-audience
teamlewis.com