A short summary about the importance of brands and brand building both generally and more specifically during and after a recessionary climate, such as we are very likely to enter. With an important watch-out around supply and demand.
Stop looking out of the window and start looking in the mirror (2014)Tony Mattson
Our economy has a productivity problem. The solution is to address our engagement deficit and I believe that marketers are best placed to lead this.
However, marketing professionals have traditionally concerned themselves with external demand- side growth from customers rather than internal supply-side performance from employees. This has to change.
If marketers can embrace this opportunity, they will not only help themselves in their quests to become the business leaders of tomorrow; they will also improve their organisations’ performance and contribute to the wider health of the UK economy.
Each year, Directions takes an in-depth look at an area of sustainability and communications. This time, we’re delving into the quite sizeable gap that still exists between business and society. It’s not the void that interests us so much as the question of how it can be shrunk.
How do we move from just minding the gap to actually mending the gap?
For more information, connect with @salterbaxterMSL or reach out to us on Twitter @msl_group.
2011 Social Recruiting Trends & Strategies by ChachinkoBullhorn Reach
For the past few years, the economy has significantly impacted hiring and recruiting trends across the
nation. As higher numbers of anxious job seekers competed for fewer jobs, HR and talent acquisition staff within companies were also reduced. “They just might not come out to campus to recruit for them. They might post them online and [use] less expensive recruiting methods,” said Andrea Koncz, employment information manager at NACE.i
However, times are changing—for the better. According to the seasonally
adjusted results of the latest Manpower Employment Outlook Survey, conducted
quarterly by Manpower Inc., “Among U.S. employers surveyed, 14% expect to
add to their workforces, and 10% expect a decline in their payrolls during
Quarter 1 2011 … When seasonal variations are removed from the data, the
Outlook is +9%, the most promising hiring expectations reported since Quarter
4 2008. Survey results suggest that employers expect a slight increase in the hir
ing pace during the January – March 2011 period compared to the last three
months of 2010.”
The economist intelligence unit: Voice of the customer, whose job is it, anywayAidelisa Gutierrez
In what areas should marketing focus investments in order to contribute most to your business in 3 years?
#1 Customer Analytic
#2 Customer Relationship Management
#3 Social Media
Stop looking out of the window and start looking in the mirror (2014)Tony Mattson
Our economy has a productivity problem. The solution is to address our engagement deficit and I believe that marketers are best placed to lead this.
However, marketing professionals have traditionally concerned themselves with external demand- side growth from customers rather than internal supply-side performance from employees. This has to change.
If marketers can embrace this opportunity, they will not only help themselves in their quests to become the business leaders of tomorrow; they will also improve their organisations’ performance and contribute to the wider health of the UK economy.
Each year, Directions takes an in-depth look at an area of sustainability and communications. This time, we’re delving into the quite sizeable gap that still exists between business and society. It’s not the void that interests us so much as the question of how it can be shrunk.
How do we move from just minding the gap to actually mending the gap?
For more information, connect with @salterbaxterMSL or reach out to us on Twitter @msl_group.
2011 Social Recruiting Trends & Strategies by ChachinkoBullhorn Reach
For the past few years, the economy has significantly impacted hiring and recruiting trends across the
nation. As higher numbers of anxious job seekers competed for fewer jobs, HR and talent acquisition staff within companies were also reduced. “They just might not come out to campus to recruit for them. They might post them online and [use] less expensive recruiting methods,” said Andrea Koncz, employment information manager at NACE.i
However, times are changing—for the better. According to the seasonally
adjusted results of the latest Manpower Employment Outlook Survey, conducted
quarterly by Manpower Inc., “Among U.S. employers surveyed, 14% expect to
add to their workforces, and 10% expect a decline in their payrolls during
Quarter 1 2011 … When seasonal variations are removed from the data, the
Outlook is +9%, the most promising hiring expectations reported since Quarter
4 2008. Survey results suggest that employers expect a slight increase in the hir
ing pace during the January – March 2011 period compared to the last three
months of 2010.”
The economist intelligence unit: Voice of the customer, whose job is it, anywayAidelisa Gutierrez
In what areas should marketing focus investments in order to contribute most to your business in 3 years?
#1 Customer Analytic
#2 Customer Relationship Management
#3 Social Media
Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
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For multinational companies, business as usual no longer exists. As the world fought to contain the COVID-19 pandemic in 2020, the outlines of a less visible battle came into focus around the world: a new era of Great Power Competition whose consequences will endure long after the virus is eliminated.
The World PR Report 2013, produced by the Holmes Report and ICCO, is a definitive report on the trends and issues facing the global PR industry, based on a survey of global agency heads. The report also includes research on the size and growth of the global PR industry, and a ranking of the world's 250-biggest PR firms.
Change - tools and ideas to meet the futureHelge Tennø
A collaborative presentation.
For the next 90 minutes we will give you ideas to understand the future and collaborative tasks to put it into your context.
By the end you will have broken a few preconceptions, discovered new ideas and have in your possession a broader toolbox to solve emerging and differentiated challenges
World PR Report 2014, the most comprehensive study of the global PR industry created by the International Communications Consultancy (ICCO) and The Holmes Report, includes the 250 Top PR agencies Global Rankings and data on the latest trends and issues that these and other agencies are facing worldwide.
Over the last year or so, there has been much talk about another impending recession and how it could impact channel management. The recession theory is based upon historical trends, which suggest business cycles tend to last around five to seven years each. That means every five to seven years we experience some sort of a recession. Eventually the economy recovers, and then something else happens to triggers another recession.
While Uncle Sam props up the markets and maintains record low interest rates, brands’ greater engagement with consumers, along with a readiness to respond to emergencies, forms a central role. In a new era of cash-flow constraints, brand rationalization and no-risk methods to regain trust, what are the best methods for protecting it?
Our guide will provide you with a roadmap of the current situation, what this means for brands, and what you can do in the coming months to protect your brand’s vitality.
Unlocking brand value with social communitiesSTATSIT
Online brand communities can deliver consumer engagement, loyalty and become a major force for driving revenue. We will be investigating how to evaluate your social community and how to systematically develop it for brand growth. I will be sharing our latest findings from a joint study with WFA (World Federation of Advertisers) and immediate steps you can take to improve your return on social.
The small team in STATSIT has collected over hundreds of millions of social media conversations since 2008, manually classified around 200,000+ of them and conducted over 1,500 projects for over 170 brands.
Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
help.mbaassignments@gmail.com
or
call us at : 08263069601
For multinational companies, business as usual no longer exists. As the world fought to contain the COVID-19 pandemic in 2020, the outlines of a less visible battle came into focus around the world: a new era of Great Power Competition whose consequences will endure long after the virus is eliminated.
The World PR Report 2013, produced by the Holmes Report and ICCO, is a definitive report on the trends and issues facing the global PR industry, based on a survey of global agency heads. The report also includes research on the size and growth of the global PR industry, and a ranking of the world's 250-biggest PR firms.
Change - tools and ideas to meet the futureHelge Tennø
A collaborative presentation.
For the next 90 minutes we will give you ideas to understand the future and collaborative tasks to put it into your context.
By the end you will have broken a few preconceptions, discovered new ideas and have in your possession a broader toolbox to solve emerging and differentiated challenges
World PR Report 2014, the most comprehensive study of the global PR industry created by the International Communications Consultancy (ICCO) and The Holmes Report, includes the 250 Top PR agencies Global Rankings and data on the latest trends and issues that these and other agencies are facing worldwide.
Over the last year or so, there has been much talk about another impending recession and how it could impact channel management. The recession theory is based upon historical trends, which suggest business cycles tend to last around five to seven years each. That means every five to seven years we experience some sort of a recession. Eventually the economy recovers, and then something else happens to triggers another recession.
While Uncle Sam props up the markets and maintains record low interest rates, brands’ greater engagement with consumers, along with a readiness to respond to emergencies, forms a central role. In a new era of cash-flow constraints, brand rationalization and no-risk methods to regain trust, what are the best methods for protecting it?
Our guide will provide you with a roadmap of the current situation, what this means for brands, and what you can do in the coming months to protect your brand’s vitality.
Unlocking brand value with social communitiesSTATSIT
Online brand communities can deliver consumer engagement, loyalty and become a major force for driving revenue. We will be investigating how to evaluate your social community and how to systematically develop it for brand growth. I will be sharing our latest findings from a joint study with WFA (World Federation of Advertisers) and immediate steps you can take to improve your return on social.
The small team in STATSIT has collected over hundreds of millions of social media conversations since 2008, manually classified around 200,000+ of them and conducted over 1,500 projects for over 170 brands.
Today, marketing is more than simply about doing some communications and throwing leads over the wall to sales. It is a discipline that touches every part of the sales cycle – attracting new customers, making them sales-ready, helping close the deal, converting new customers into advocates, delivering long-term repeat sales.
Most CMOs now understand the need to incorporate content in their marketing mix, but many still feel they are shooting in the dark when it comes to what type of content to produce. Content may be today’s hottest buzzword, yet despite all this chatter, there are still key insights missing from the conversation.
This edition of Arnold On focuses on Content Marketing.
In order to fill in the gaps, we surveyed more than 1,500 consumers across the US, UK and China to gauge their attitudes and behaviors when it comes to content.
We overlaid our understanding of what it takes to design, build and optimize effective content systems based on Arnold Worldwide’s experience helping clients infuse content into their marketing mix.
In this report, we’ll show the role content can play in a brand’s marketing strategy and present the key principles for getting to Great Content That Works.
Peste 150 de tineri din agenţii şi din departamentele de marketing ale clienţilor au luat parte,la evenimentul organizat de IAA Young Professionals pe tema strategiei şi eficienţei în comunicare, ce a avut loc joi, 12 martie, la IAA House.
„Strategia, în mintea unui client, înseamnă atenţia coordonată a întregii echipe: de la agenţie la echipa de vânzări”, a spus Călin Clej. El le-a recomandat tinerilor prezenţi la eveniment să se folosească de „word-of-mouth” şi să încerce să-i angajeze pe consumatori în comunicarea cu brandul. De asemenea, le-a sugerat să pună în practică cele mai curajoase idei, profitând de circumstanţele unei „perioade pilot”.
„Vă puteţi permite să pierdeţi consumatori loiali pentru că puteţi să-i recâştigaţi cu argumente legate de preţ. Lumea se uită acum la criterii raţionale”, a spus Marketingul Managerul PepsiCo. „Este momentul să vă daţi peste cap şi să veniţi cu lucruri absolut revoluţionare. Cei de pe poziţia mea abia aşteaptă să vadă şi altceva decât lacrimi, credit crunch şi dobânzi care cresc”.
Cât despre propria strategie de marketing, Călin Clej a declarat că a reorientat o parte din bugetul de media spre activităţi care urmăresc rezultate pe termen scurt, cum ar fi promoţiile. El a adăugat că mediul online nu se numără printre cele mai eficiente canale de comunicare în perioada de criză, promovarea la raft fiind recomandată în acest caz.
---- copyright: Calin Clej; All rights reserved ----
Word-of-mouth (WOM) is one of the most effective way of communication in marketing, and it plays important role in consumer purchasing decision. This paper explains the following key points about WOM-
• WOM and its psychological drivers
• How WOM plays a major role in marketing?
• How Word-of-mouth marketing influences purchasing decision of consumers?
• Credibility of sources/narrator
• Effect of negative publicity on purchasing decision of consumer
• eWOM
Reputation: How It Is Built and Maintained, and The Role of PRMSL
Businesses are becoming increasingly conscious of the importance of corporate reputation. They have found that it is customers’ perception of a company that drives purchases. It is also what attracts talent and assures partners that they are doing business with somebody they can trust. Ultimately, it is not just the end users that corporations are looking to impress; they are striving to connect with all stakeholders, which include employees, vendors, the community and the government.
MSLGROUP in India and Eikona PR Measurement today announced the launch of their co-authored report, ‘Reputation: How It Is Built and Maintained, and The Role of PR’ which analyses the growing importance of reputation management and its impact on the PR industry.
Reputation: How it is built and maintained, and the role of PR - A report by ...Ashraf Engineer
Businesses are getting increasingly conscious of the power of reputation. It is customers’ perception of a company that drives purchases. It is also what attracts talent and assures partners that they are doing business with somebody they can trust.
So, it’s not just the end users that corporations are looking to impress; they are striving to connect with all stakeholders, which include employees, vendors, the community and the government.
For the public relations (PR) industry, this is a unique opportunity. Its scope is widening from the narrow media relations space to leading the overall brand building and maintainance function. It is now up to the PR industry to evolve from second fiddle to advertising to the leader in the marketing communications ecosystem.
MSLGROUP in India's latest report, co-authored with Eikona PR Measurement, analyses the growing importance of reputation management and its impact on the PR industry.
Some of the points the report makes:
• Reputation is an intangible asset, but its effects are real. It is an invisible, yet powerful influence that can help or hinder a company as it strives to meet its objectives.
• From credit terms to employee retention, reputation has a serious impact.
Similar to Spending (on brand) through a recessionary climate (2020) (20)
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
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
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
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
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.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
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
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
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
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
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
2. 2 Havas Media Group UK
These are certainly unprecedented times, with far-
reaching effects on people’s daily lives,
communities and the running of the nation.
Some categories have closed altogether. Some
businesses will be irreparably damaged. Some will
make changes that allow them to stay afloat during
the lockdown and prosper afterwards.
Short-term tactics are vital to keep the lights on.
But longer-term thinking is also critical to give
brands a chance of future success. And there’s a
wealth of insight available to help.
This document provides an overview of those
insights with references to help inform
conversations that you are your teams are having
with clients.
Introduction
3. About this document
The impact of Covid-19 on our daily lives and the wider
economy is unprecedented – certainly during our lifetimes
and recent memory.
However, our understanding about brands and the
importance of brand building both generally and more
specifically during and after a recessionary climate is
extensive.
This document provides a topline summary of some of
the key elements of what we know. It is necessarily light
but hopefully will give teams confidence and ammunition
when talking to clients.
It is split into six sections listed below.
1. Mental availability and its importance
2. The value of brand building
3. The importance of investing in brand building
4. The core components of reach, frequency and
repetition
5. The perils of going dark
6. Consumer expectations here and now
4. A note on the content
As mentioned, the content of this document is necessarily topline. Rest assured there is a wealth of material
available for anyone interested in reading more. The sources give an indication of where to start but further guidance
and direction can be given as appropriate.
Exploring all the different definitions and points of view about what ‘brand’ and ‘brand building’ mean is not the
purpose of this document. However, that topic can be picked up, if there is sufficient interest.
There are lots of reports and articles documenting what brands are doing and suggesting what they should be doing.
There seems little point in adding to that flow at the moment, so this document makes no reference to what specific
brands should be doing. It makes more sense for that to be within the scope of specific client teams.
Finally, I am very mindful that talking about the long-term to clients, who are desperately trying to keep hold
of their jobs and keep their businesses afloat, could be perceived as lacking empathy and understanding.
Please use and communicate this information sensibly and responsibly.
6. The critical question: is the challenge one of supply or demand?
Different scenarios will require different strategies:
1. Demand increases, supply is unchanged: higher prices, lower volume > Invest in brand to capitalize on increased
demand and to sustain demand in the long-term
2. Demand decreases, supply is unchanged: lower prices, higher volume > Invest in brand to stimulate demand
3. Supply increases, demand is unchanged: lower prices, higher volume > Invest in brand to stimulate demand
4. Supply decreases, demand is unchanged: higher prices, lower volume > Restrict brand investment to avoid excess
demand and manage challenge of supply
The challenge comes when both supply and demand decrease, as is happening in some categories now. In this
scenario, brand investment should be restricted to avoid the risk of stimulating demand that cannot be met.
7. Sources for reference
Beaumont, ‘5 steps to effective frequency’, Admap
Binet and Field, Marketing in the Era of Accountability, The Long and Short of It,
Media in Focus, Effectiveness in Context
Chappell, ‘The long-term impact of advertising’, Profit Ability
Dixon, Shapiro and Wolf, ‘How to win during and after a recession’
Drucker, Post-Capitalist Society
Feldwick, The Anatomy of Humbug
Field, ‘Marketing in a Downturn’
Godin, Permission Marketing
GWI, ‘COVID-19 research series 3: multi-market research’
Heath, The Hidden Power of Advertising
IPA, ‘Advertising in a Downturn’
Kantar Webinar, ‘COVID-19 – Impact on Brands’
Kantar Millward Brown, ‘What happens when brands go dark?’
Romaniuk and Sharp, How Brands Grow (Parts 1 and 2)
WARC ‘What happens if I stop advertising?’
WARC, ‘What we know about advertising in a recession’
WARC, ‘What we know about creativity and effectiveness’
9. Our memory for brands
“For a small part of any day, we are buyers of brands and audiences for marketing activities. It’s easy to exaggerate
how long this is but, for most buyers on most days, buying (including thinking about buying) takes up little
time and (ideally) little effort. When we buy, we draw on a subset of our memory to help make each choice. The
thoughts and actions of buying are typically these:
• Instantaneous, without (much) conscious deliberation;
• Influenced by context, which defines which part of memory is triggered;
• Inconsistent, in that today’s retrieved thoughts are not necessarily retrieved tomorrow.
When buying, we search our memory for a reason: which is to identify something to buy, for that situation. […]
Buyers use specific thoughts to access relevant answers. This process is referred to as cued retrieval.”
Source: Jenni Romaniuk and Byron Sharp, How Brands Grow Part 2
10. Cued retrieval
“What we (easily) think of largely determines what we buy, so what determines what we (easily) think of in a
particular instant? The doorway or cue used to access memory matters, as this determines the possible paths your
thoughts can travel down.
The cues themselves come from the external environment and our internal thoughts, sometimes at the same time. A
stimulated cue first activates brands directly linked in memory.
For managing brands, this means two things are necessary:
1. Knowing what cues buyers use when they think of options to buy;
2. Building strong, fresh links to these cues.
If your brand’s links aren’t strong, then a buyer can retrieve other options (usually your competitors’
brands).”
Source: Jenni Romaniuk and Byron Sharp, How Brands Grow Part 2
11. Building mental availability
“A brand’s mental availability is its accessibility from memory across a range of situations and needs that buyers in
that category encounter. To be bought, a brand must first be thought of – the breadth (how many) and
strength (how strong) of the brand’s links to relevant cues determine the chance of this happening.”
Source: Jenni Romaniuk and Byron Sharp, How Brands Grow Part 2
12. Why do people prefer brands that are ‘top of mind’?
“There are a number of possibilities from the literature of psychology and behavioural economics.
1. One is the relation between what psychologists have labelled ‘mere exposure’ and ‘affect’ – or as Robert
Cialdini sums it up in his book Influence, ‘For the most part, we like things that are familiar to us’.
2. The, the so-called ‘availability heuristic’, written about by Daniel Kahneman and others, states that things we
think of first or can picture most vividly are assumed to be most common and important. Applied to brands, this
implies that people assume the brand that comes to mind first is likely to be the biggest and most
popular.
3. And that in turn provides the reassurance that Cialdini labels as ‘social proof’ – we are reassured not just by
our own familiarity with a brand name, but by the assumption that many others also use it.”
Source: Paul Feldwick, The Anatomy of Humbug
14. Brand building versus sales activation
Source: Binet & Field, Media in Focus
Rational messaging
Physical
availability
Short-term
Targeting
Emotional priming
Mental
availability
Short- & long-term
Broad reach
Sales ActivationBrand Building
15. Brand building is crucial for sustainable, long-term growth
“Long-term results cannot
be achieved by piling
short-term results on
short-term results.”
Sources: Peter Drucker, Post-Capitalist Society; Binet & Field, The Long and Short of It (short-term = up to 6 months)
16. Brand building drives long-term effectiveness across sectors
Source: Binet & Field, Effectiveness in Context
17. Emotional campaigns yield stronger long-term business effects
Source: Binet & Field, The Long and Short of It
18. Brand building also drives short-term effectiveness
Source: Binet & Field, Effectiveness in Context
22. Investing in share of voice remains a sound strategy
0%
2%
4%
6%
8%
10%
12%
14%
0% 2% 4% 6% 8% 10% 12% 14%
Shareofvoice
Share of market
SOV > SOM
Brands tend to grow
SOV < SOM
Brands tend to shrink
No evidence that the
rule is changing
Sources: Binet & Field, Marketing in the Era of Accountability and Effectiveness in Context
23. But brand share impacts reliance on excess share of voice
Sources: Binet & Field, Marketing in the Era of Accountability and Effectiveness in Context
“Bigger brands get more help from a
host of non-advertising factors, such as
higher product quality, lower costs, bigger
NPD budgets, a bigger, more loyal
customer base, more word of mouth and
PR coverage, ‘network effects’, and so on.”
Brand market share Average excess SOV
0 – 5% +14.6%
6 – 10% +10.3%
11 – 20% +13.5%
21 – 30% +3.9%
>30% -2.0%
“Rule of thumb: that for every point of market share a brand seeks to gain, its
share of voice needs to be around 10 points above its market share.”
24. Brand should take the lion’s share of investment
“Brands should spend around
60% of their budget on brand-
building activity and 40% on
activation. The IPA data
tentatively supports this
hypothesis, suggesting on
average that a 60:40 split
appears to deliver maximum
efficiency and maximum
effectiveness.”
Source: Binet & Field, The Long and Short of It
25. But category context affects the optimum balance
Source: Binet & Field, Effectiveness in Context
26. And some sectors are out of balance, which in theory should
represent opportunities for brands
Source: Binet & Field, Effectiveness in Context
27. 4. The core components of reach, frequency and repetition
28. The importance of reach, frequency and repetition
“Our previous reports discussed the importance for marketers of talking to everyone in their market on a regular
basis. We suggested that therefore they need media that can reach as many people in their category as
possible as often as possible. This, in turn, suggests that scale is likely to be an important influence on media
effectiveness. The historical IPA data confirms that this is indeed the case.”
Source: Binet & Field, Media in Focus
29. The historic link between media effectiveness and reach
Source: Binet & Field, Media in Focus
30. Repetition is also important
“The mere exposure effect is a psychological phenomenon by which people tend to develop a preference for
things merely because they are familiar with them. In social psychology, the effect is sometimes called the
familiarity principle.”
This implies that repetition and frequency of exposure are critical for building familiarity.
“Frequency led to awareness, awareness to familiarity, and familiarity to trust.”
Source: Cialdini via Paul Feldwick, The Anatomy of Humbug; Seth Godin, Permission Marketing
31. As is frequency of exposure
“Brand are defined in our memories by engrams – a network of connections. Any brand signal or message sent
from working memory is attached to the engram via a pathway. The more frequently as pathway is used, the
better defined it becomes.”
Source: Heath, The Hidden Power of Advertising
32. In the case of TV, frequency is notably important for
brand building
Source: L. Beaumont, ‘5 steps to effective frequency’, Admap
Depending on message and type of
brand to generate a significant uplift:
• For a new creative – 4 exposures
• Building familiarity – 3 / 4 exposures
• Established – 2 / 3 exposures
• Reminding – 2 exposures
0 1 2 3 4 5 6
Volumeuplift(%)
Number of exposures in preceding 4 weeks
2. Building familiarity for new creative
style
1. Building
familiarity
3. Established
4. Reminding
33. Brand TV needs a number of viewings to have a significant
impact versus DRTV
Source: Thinkbox, ‘TV response: new rules, new roles’
34. And, where appropriate, pulsing is the best strategy
Lisa Beaumont describes three schedules for a non-seasonal brand, each deploying the same number of ratings
across a year – 2,600 TVRs (TV ratings) – but with different laydowns:
1. Continuous advertising delivering 50 TVRs/week for 52 weeks
2. Traditional bursts – 4 x 4 week bursts @ 650 TVRs with nine weeks off air between bursts
3. Pulsing, where 200 TVRs are aired per week, for 13 weeks, with gaps of three weeks between pulses
The pulsing schedule significantly outperforms the other options, generating 10% more sales than the
continuous schedule.
For a brand in a rut, where consumers’ purchasing was habitual, it was not until a heavy dose of advertising had
been seen that response appeared. Consequently, to overcome inertia, repetition is critical for this sort of brand.
Therefore, traditional burst advertising is most appropriate for brands like this.
Source: L. Beaumont, ‘5 steps to effective frequency’, Admap
36. Consistent investment is important to avoid decay
“On average, uplifts in consideration following a campaign decline at 15% a week, meaning the uplift will have
decreased 50% in 5 weeks and will be back at pre-campaign levels in under 4 months.”
Source: Brand Science via IPA
37. In the short-term, going dark has limited effect on brand and
business metrics
“Analysis by Kantar Millward Brown of their
aggregate tracking data indicates that brands can
stop TV advertising with little harmful effect in
the short run.
The chart shows the net change in various brand
measures six months after TV advertising stops.
Net change is defined as the percentage of brands
experiencing increasing scores minus the
percentage of brands experiencing decreasing
scores.
This analysis shows that while communication
awareness levels (TBCA) drop away
significantly, the impact on image and trial is
minimal in the short run.”
Source: Kantar Millward Brown, ‘What happens when brands go dark?’, Millward Brown Knowledge
Points, July 2018 via WARC ‘What happens if I stop advertising?’
38. But, going dark can damage brand health in the longer term
“Two key constituent brand relationship metrics
– brand usage and brand image – suffered
considerably when brands ‘went dark’ (i.e.
ceased to spend on communications) for a period of
six months or more.”
Source: IPA, ‘Advertising in a Downturn’
39. Longer periods off-air are likely to weak brand health
“Longer periods off-air are much more likely to be
damaging. Millward Brown cite the example of a UK
insurance company who was a regular and
reasonably heavy advertiser but came off-air, with
only one subsequent burst two years later. Their
consideration levels plummeted over the next few
years.
We know that the bulk (58%) of advertising’s impact
happens in the long term (more than 6 months out) so
it’s not surprising that the impact of not advertising
should increase as time progresses.”
Source: Kantar Millward Brown, ‘What happens when brands go dark?’, Millward Brown Knowledge Points, July 2018 and
Chappell, ‘The long-term impact of advertising’ via WARC, ‘What happens if I stop advertising?’
40. The long-term impact of going dark on business
performance is significant
“A typical brand case study was shown where the long-term element of payback was over four times greater than the
short-term. The importance of this is considerable. Following a budget cut, a brand will continue to benefit from the
marketing investment made over the previous few years. This will mitigate any short-term business effects and will
result in a dangerously misleading increase in short-term profitability. The longer-term business harm will be
more considerable but will not be noticed at first.”
Source: IPA, ‘Advertising in a Downturn’
41. With the impact felt on recovery time and the bottom line
“The long-term effects of two different budget-cutting
scenarios were modelled for the brand.
In the first scenario the budget was cut to zero for
just one year and then returned to usual levels. In
the second scenario the budget was halved for one
year and then returned to usual levels.
Sales recovery to pre-cut levels took five and three
years respectively, with cumulative negative impacts
on the bottom line of £1.7m and £0.8m.”
Source: IPA, ‘Advertising in a Downturn’
42. Advertising investment reduces risk
“Cutting ad spend also carries the risk of damaging a
brand’s market share.
Reducing a brand’s share of voice (its proportion of ad
spend within its category) often results in an attendant
decline in its overall market share.
As such, if a brand cuts its advertising budget
relative to its competitors, it is at higher risk of
losing market share.”
Source: Field, ‘Marketing in a Downturn’ via WARC, ‘What happens if I stop advertising?’
43. The best way to ensure long-term growth is to maintain
advertising spend
“Overall, the best way to ensure long term brand growth
is to maintain advertising expenditure.
Analysis by Millward Brown of their aggregate tracking
data has shown that a brand is most likely to gain share
when its share of communication awareness is growing,
and when it is higher than its market share.
Advertising has a multiplier effect, but like any
multiplier it needs investment to work and the best
way to ensure long term brand growth is to maintain
levels of ad spend.”
Source: Kantar Millward Brown, ‘What happens when brands go dark?’, Millward Brown Knowledge Points, July 2018 and WARC,
‘What we know about creativity and effectiveness’ via WARC, ‘What happens if I stop advertising?’
44. This is especially true during a recession
“Advertising is among the areas most at risk of cuts
during economic downturns. However, the evidence
suggests that reducing ad spend in a recession is
associated with declining sales and weakened
company performance in the long run.
Malik PIMS analysed data from 1,000 businesses during
previous economic downturns to identify the best
business strategies. Its assessment of the return on
capital employed (ROCE) and changes in market share
during the first two years of recovery found that an
increase in investment in ad spend was generally linked
with business success in the long term.”
Source: IPA, ‘Advertising in a Downturn’ via WARC, ‘What happens if I stop advertising?’
45. Strong brands recovered x9 faster following the 2008
financial crisis
Source: BrandZ via Kantar Webinar, ‘COVID-19 – Impact on Brands’, 20 March 2020
47. Kantar reports that only a small proportion of the population
expect companies to stop advertising
Source: Kantar Webinar, ‘COVID-19 – Impact on Brands’, 20 March 2020
48. We don’t want brands to stop advertising but it mustn’t be seen
as exploitative or insensitive
Source: Kantar Webinar, ‘COVID-19 – Impact on Brands’, 20 March 2020
49. GWI suggests that 70% of the population agree that advertising
should continue as normal or are ambivalent
Source: GWI, ‘COVID-19 research series 3: multi-market research’
13%
24%
34%
17%
13%
Strongly agree Somewhat agree Neither agree nor disagree Somewhat disagree Strongly disagree
% who agree / disagree that brands should
advertise as normal