Trends zijn signalen - TMA CONGRES 2015
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Op 8 oktober 2015 gaven Nienke Smit en Femke Veenstra van TNS NIPO een presentatie tijdens het TMA Jaarcongres 2015. Centrale vragen tijdens de presentatie: Hoe worden trends, trends? En welke signalen leiden tot trends? Aansluitend lieten Nienke en Femke acht consumententrends zien die uit het wereldwijde Connected Life van TNS naar voren komen.
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Trends zijn signalen - TMA CONGRES 2015
- 1. TMA Congres 8 oktober 2015 © TNS “When the wind of change blows, some build walls, others build windmills” TMA Congres - 8 oktober 2015
- 2. TMA Congres 8 oktober 2015 © TNS Over ons 1 Headshot goes here (black & white) Nienke Smit Director Retail & Shopper TNS NIPO Femke Veenstra Research Consultant kwalitatief TNS NIPO TNS NIPO | Grote Bickersstraat 74 | PO box 247 Amsterdam | 1000 AE Amsterdam | 020 – 5225 444 | www.tns-nipo.com 2
- 3. TMA Congres 8 oktober 2015 © TNS TRENDS ZIJN SIGNALEN “A manifestation of something that has ‘unlocked’ or newly serviced an existing consumer need, desire, want or value.”
- 4. TMA Congres 8 oktober 2015 © TNS … op verschillende niveaus Macro Consumer Industry 4
- 5. TMA Congres 8 oktober 2015 © TNS We worden overladen met trends 5
- 6. TMA Congres 8 oktober 2015 © TNS Wanneer we signalen clusteren… CONNECTIVITY SUSTAINABILITY 6
- 7. TMA Congres 8 oktober 2015 © TNS Wanneer we signalen clusteren… SUSTAINABILITY Niet geheel nieuw, wel nieuwe signalen 7
- 8. TMA Congres 8 oktober 2015 © TNS Waarom is duurzaamheid een trend? 8
- 9. TMA Congres 8 oktober 2015 © TNS Wat verstaan we precies onder duurzaam? 9
- 10. TMA Congres 8 oktober 2015 © TNS MVO – wie innoveert in duurzaamheid haalt de pers 10
- 11. TMA Congres 8 oktober 2015 © TNS We verwachten eerlijkheid van merken 11
- 12. TMA Congres 8 oktober 2015 © TNS Consument is meer geïnformeerd dan ooit 12
- 13. TMA Congres 8 oktober 2015 © TNS Probleem: strijdige boodschappen verwarren mensen Strategie: wie zijn medestanders? wie tegenstanders? 13
- 14. TMA Congres 8 oktober 2015 © TNS Wat je van dichtbij haalt is betrouwbaar 14
- 15. TMA Congres 8 oktober 2015 © TNS Duurzaam ook gezonder? 15
- 16. TMA Congres 8 oktober 2015 © TNS CONNECTIVITY Technologie verandert alles Wanneer we signalen clusteren… 16
- 17. TMA Congres 8 oktober 2015 © TNS Signalen die we zien met technologie als enabler: Altijd connected Social media fragmentatie Elk scherm voldoet Van TV naar on demand E commerce overall en altijd Open voor iets nieuws Data exchange economie App consolidatie 17
- 18. TMA Congres 8 oktober 2015 © TNS Altijd connected Axe Japan’s ‘Wake-Up Service’ – een kans om sales te verdubbelen 18
- 19. TMA Congres 8 oktober 2015 © TNS Elk scherm voldoet 19 Life in the fast lane…
- 20. TMA Congres 8 oktober 2015 © TNS Social media fragmentatie 20
- 21. TMA Congres 8 oktober 2015 © TNS Social media fragmentatie Klik – WhatsApp campagne verhoogt brand engagement met 52% 21
- 22. TMA Congres 8 oktober 2015 © TNS Van TV naar on demand Adidas en precise targeting 22
- 23. TMA Congres 8 oktober 2015 © TNS App consolidatie Björn Borg – speelt in op bestaande Tinder app idee 23
- 24. TMA Congres 8 oktober 2015 © TNS E commerce overal en altijd Amazon Dash button 24
- 25. TMA Congres 8 oktober 2015 © TNS Open voor iets nieuws 25
- 26. TMA Congres 8 oktober 2015 © TNS Data exchange economie Amazon Prime - in ruil voor gegevens snellere bezorgservice 26
- 27. TMA Congres 8 oktober 2015 © TNS 0 20 40 60 80 100 Access to product info Customer service / ask questions Access to a service Save money / get coupons Save time Make life easier Content worth sharing Connect with others Impress others Make life fun Exclusive products Like the brand Global Netherlands Maar wij Nederlanders zijn functioneel… Content needs - Global vs. Netherlands Emotional Functional Connect with the brand Connect with others Bron: Connected Life 2014, TNS 27
- 28. TMA Congres 8 oktober 2015 © TNS Veel signalen… Hoe pas je die nu toe in jouw vakgebied? 28
Editor's Notes
- Trends kun je heel breed definiëren en kunnen we urenlang over praten. Wat verstaan we onder “trends”? Het zijn signalen die er voor zorgen dat er een nieuwe consumenten behoefte ontstaat of dat er een reeds sluimererende behoefte aangewakkerd wordt.
- Trends zijn er op verschillende niveaus. Van macro tot micro, tot specifieke industry trends, bijv. Retailer of shopper trends
- Trends worden vanuit veel verschillende kanten bekeken en wereldkundig gemaakt
- Vaak hangen veel verschillende signalen of trends met elkaar samen. Signalen kun je zo weer clusteren naar een hoger niveau.
- Een probleem op wereldschaal. Sinds we weten dat deze ijsbeer met een smeltende ijskap te maken heeft, veroorzaakt door ontwikkeling van industrie elders ter wereld. We zijn anders naar klimaatverandering gaan kijken, en dit heeft de stroom van innovaite op duurzaamheid in volle gang gezet.
- Containerbegrip geworden; Alles wat te maken heeft met maatschappelijk verantwoord leven, milieu, ecologie en toekomstgericht denken wordt tegenwoordig onder duurzaamheid geschaard.
- Wat we zeker is, is dat je met duurzame innovaties de pers haalt. Steeds meer innovaties richten zich op duurzaamheid. Dit omdat steeds meer consumenten en afnemers duurzame producten willen, maar ook omdat met efficiëntere en schonere productieprocessen veel winst te behalen is. Mensen maken zich zorgen over het milieu, bedrijven die hier iets actief aan willen doen krijgen een positiever imago. Een studie in 2012 liet al zien dat 95% van de ondervraagden milieu beschermen belangrijk vinden. Het past ook wel bij deze tijd. Ondernemers die een innovatief project willen starten, maar hier niet genoeg startkapitaal voor hebben, vragen meer en meer aan 'de crowd' hen te helpen met dit startkapitaal. Nu crowdfunding meer gemeengoed wordt, hebben kleine bedrijven ook de financiele mogelijkheid om te investeren in innovaties. Dat veel van deze innovaties een duurzaam karakter hebben, zegt iets over het vertrouwen dat 'de crowd' hierin heeft.
- Mensen verwachten steeds meer dat je als merk laat zien waar je voor staat, wat zijn je waarden en hoe uit zich dat? Transparantie klinkt goed, maar..
- Zit gevaar achter, moet in de productielijn meegenomen worden, mensen komen erachter Onleesbare etiketten, misleidende marketing, discutabele E-nummers en andere toevoegingen, en voedselschandalen die elkaar in een rap tempo opvolgen. Ze illustreren allemaal dat ons voedselsysteem hoognodig moet veranderen. Het gros van de producten in de supermarkt is bovendien te zoet, te zout of te vet. De kosten daarvoor betalen we als samenleving, in de vorm van stijgende zorgkosten door hart- en vaatziekten, diabetes en kanker. Waar sta je als merk, als retailer voor? Transparantie in wie je bent en wat je doet. Groeiend bewustzijn – dennis Direct feedback
- Wantrouwen over claims en afzender is een probleem. Dit komt omdat er steeds berichten in het nieuws zijn die tegen elkaar in gaan, en het niet altijd duidelijk is wie de afzender is.
- Het werkt ook een andere trend in de hand, binnen food is lokaal nu het nieuwe biologisch. Iets wat van fresh food juist van veraf komt wordt steeds minder gewaardeerd, vergeten groenten, groenten van het seizoen, vlees komt dichterbij. streekproducten Behoefte om meer te connecten met voedsel, een groeiende afkeer van de afstandelijkheid van voedsel, steeds meer mensen gaan zelf maken, zelf op zoek naar goede alternatieven. Steeds meer foodblogging, steeds meer boeken die uitkomen over goed eten – wat in hun ogen ‘onbewerkt’ eten is (rens kroes...) en wat is onbewerkt? Raw food, oer dieet – alles wijst naar een verlangen naar meer connectie met eten. Hoe biedt jij meer connectie met fmcg producten? Alle zintuigen willen geprikkeld worden – experience food! Steeds meer westerse bedrijven willen voet aan de grond krijgen in lokale (opkomende) markten. Door lokale wensen mee te nemen in de ontwikkeling van een product is het beter afgestemd op de markt. Omdat lokaal soms betekent dat er gewerkt moet worden met goedkopere, soms simpelere productiemethodes en -middelen, komen hier vaak innovatieve producten en/of productiemethoden aan te pas.
- Vergrijzing – sustainable is gezond?
- Fast-moving digital technology has driven almost continuous change in attitudes, behaviour and habits, and this has been hugely disruptive for marketing. However the technologies that set the parameters for connected consumer behaviour are no longer new. The Apple iPhone turned eight this year, Facebook and Twitter have been part of the public consciousness for almost a decade, and LinkedIn and Google have been around for even longer. As the technology becomes more familiar, the trends in people’s behaviour have become more consistent and predictable: These are the 8 consumer trends we’ve observed – and the opportunities they represent. Constantly connected: Consumers are connected throughout the day via mobile. The opportunities lie in targeting the most relevant moments for a brand. Social fragmentation: The social universe is expanding fast. The increasing use of niche platforms creates new opportunities for brands to adapt their approach and content to the different channels. Screen agnosticism: People don’t reserve jobs for particular devices, or postpone until they are at a PC. Brands need to develop adaptive content that provides the best experience on all screens. From TV to content: People are watching more video – but not on traditional TV. The movement to more diverse video formats means brands can deliver relevant content to highly targeted, addressable segments. App consolidation: Online behaviour is concentrating around a group of established, multi-functional apps, giving influence to a few media players. This emphasises the need for partnerships to maximise creativity and impact. Data exchange economy: Consumers (particularly younger ones) are increasingly comfortable sharing their data with brands, providing an opportunity to personalise targeted advertising. Ecommerce everywhere: There is opportunity to convert a sale anytime, anywhere. Appetite for disruption: Technology has removed barriers to entry. Consumers embrace new types of supplier, channel and payment models and are open to new ways of doing things if it better meets their needs. Connected Life provides the world’s most comprehensive view of the connected consumer reaching 60,500 people across 50 countries.
- 37% of internet users worldwide check their mobile before getting out of bed. The average US iPhone owner now unlocks their phone 83 times each day – or roughly every 11 waking minutes. People are constantly connecting through digital technology – and this creates opportunities for marketers able to identify the digital moments that best align with their brands. EXAMPLE OF HOW A COMPANY HAS TAPPED INTO CONNECTED CONSUMER OPPORTUNTIES. Source: Campaign 2009 APG Creative Strategy Awards - Axe 'wake-up service' by BBH Singapore http://www.campaignlive.co.uk/article/apg-creative-strategy-awards-axe-wake-up-service-bbh-singapore/926148 The approach: Axe connected with users at crucial time of day in order to change behavior and drive sales. Business issue: Japanese users only sprayed Axe a few times a week because they did not perceive it as a crucial part of their morning routine because body odor is not as large of an issue in Japan. If Axe could become part of existing Japanese users’ morning routine, sales would almost double Action: Most of the target audience used mobile phones as alarm clocks. Axe created a ‘sexy’ branded alarm clock app that reminded Japanese users to spray on Axe. In order to drive users to download the app, Axe also spread the word with a TV commercial and social media campaign. Result: Axe successfully changed morning routines; the purchase repeat rate increased by 27%-points after the campaign. Implication: Brands are re-defining when their ‘primetime’ is.
- Specific screens no longer own times of day or aspects of consumer behaviour. Fewer and fewer people postpone tasks until they are in front of a PC, and 67% of primetime TV viewers divide their attention between the TV and other devices. Brands must develop adaptive content strategies that enable the best possible experience on all possible screens. EXAMPLE OF HOW A COMPANY HAS TAPPED INTO CONNECTED CONSUMER OPPORTUNTIES Source: Forbes Asia 2014 $9.3 Billion Sales Recorded In Alibaba's 24-Hour Online Sale, Beating Target By 15% Source: TechCrunch 2014 Singles’ Day Underscores The Importance Of Mobile And Lower-Tier Cities For China’s E-Commerce Companies http://techcrunch.com/2014/11/11/singles-day-underscores-the-importance-of-mobile-and-lower-tier-cities-for-chinas-e-commerce-companies/ The approach: Alibaba’s mobile strategy capitalised on shifting device landscape to increase Singles’ Day sales. Business issue: Increase in consumers becoming more mobile-centric and growing importance of Singles Day, now the largest 24-hour shopping holiday. Alibaba needed to stand out and ease the purchase journey . Action: By strengthening its mobile ecosystem, including Taobao and TMall mobile apps, Alibaba offered users the opportunity to shop anywhere, anytime. Chinese users plan shopping around this event, so Alibaba continually updated targeted merchandise which facilitated increased visits, increased impulse buy and even shifted the way consumers buy (traditionally) routine products. Result: Alibaba’s Singles’ Day sales reached $9.3 billion USD exceeding expectation by 15%. Orders made from mobile devices increased from 15% in 2013 to 43% in 2014. Implication: The battle for attention is harder than ever before.
- As people spend more time on social media, the social channels they use are becoming more diverse. The average 16-24-year-old now uses at least three different social platforms a day. Brands’ best chance of success lies in adapting their approach to each channel. EXAMPLE OF HOW A COMPANY HAS TAPPED INTO CONNECTED CONSUMER OPPORTUNTIES Source: Ads of the World http://adsoftheworld.com/media/online/klik_chocolate_whatsapp_campaign The approach: Klik, an Israeli chocolate brand engages with teens on their number one mobile platform – WhatsApp Business issue: Teenagers in emerging markets are entrenched in the use of IM platforms like WhatsApp, yet communication takes place within a closed network, with no room for brands to advertise in. Action: Klik published its phone number on their Facebook page and asked followers to add to their chat group. Klik then played a Simon Says game with the users in the group, with users sharing pictures in return. Result 2000 teens added Klik into their chat groups 91% completed all the missions of the game Facebook brand engagement rate increased by 52% Implication: Instant Messenger platforms represent new real estate for brands; learn how to use them.
- As people spend more time on social media, the social channels they use are becoming more diverse. The average 16-24-year-old now uses at least three different social platforms a day. Brands’ best chance of success lies in adapting their approach to each channel. EXAMPLE OF HOW A COMPANY HAS TAPPED INTO CONNECTED CONSUMER OPPORTUNTIES Source: Ads of the World http://adsoftheworld.com/media/online/klik_chocolate_whatsapp_campaign The approach: Klik, an Israeli chocolate brand engages with teens on their number one mobile platform – WhatsApp Business issue: Teenagers in emerging markets are entrenched in the use of IM platforms like WhatsApp, yet communication takes place within a closed network, with no room for brands to advertise in. Action: Klik published its phone number on their Facebook page and asked followers to add to their chat group. Klik then played a Simon Says game with the users in the group, with users sharing pictures in return. Result 2000 teens added Klik into their chat groups 91% completed all the missions of the game Facebook brand engagement rate increased by 52% Implication: Instant Messenger platforms represent new real estate for brands; learn how to use them.
- People are watching more video – but not on traditional linear TV channels, viewing for which is down 12% in the US . Brands will find it harder to reach mass audiences through a single opportunity, but far easier to deliver relevant video content to highly targeted, addressable segments. EXAMPLE OF HOW A COMPANY HAS TAPPED INTO CONNECTED CONSUMER OPPORTUNTIES Source: Institute of Practitioners in Advertising 2014: Onken yogurt - an # IPA Social Works case study Karmarama: Onken ‘Just Good News’ Case Study http://www.ipa.co.uk/document/onken-yogurt-an-ipa-social-works-case-study- https://vimeo.com/108116222 The approach: Onken created a social media platform filled with engaging content in order to draw in fragmented customer base and lower marketing costs. Business issue: Onken had a limited marketing budget and needed to connect with retailers and their inaccessible target audience of 35-55 year old females. Changing to a social online video strategy meant more flexibility to optimise targeting consumer group and promote retailer offers all with half the marketing budget of previous year. Action: To capitalise on target audience wanting online fun a few times a day particularly through her phone, Onken launched content hub with two positive news bulletins each week interspersed with product promotions. Result: Compared to previous year’s TV commercial, the online content platform received 30% more views per £1, which resulted in Onken reaching 6% of their target audience. Audience was entertained for a year with content tailored to them while retailers saw 6.5% higher sales with the social media support Implication: Focusing too much on programmatic misses the fuller picture.
- As mobile grows in influence, digital behaviour is becoming embedded around a select group of well-established apps (with the average person now using 12 a day). This in turn hands influence to a small number of media, gaming and service providers that often have proprietary, locked-down content or advertising protocols. EXAMPLE OF HOW A COMPANY HAS TAPPED INTO CONNECTED CONSUMER OPPORTUNTIES Source: Digital Strategy Consulting Mondelez puts Facebook first with global partnership Mobile Commerce Daily 2015 Mondelez renews commitment to video-driven commerce on Facebook https://www.mobilefutures.com/how-it-works/ http://www.adnews.com.au/news/mondelez-mobile-pilots-see-conversion-rates-of-50 The approach: Mondelez partnered with Facebook in order to maximise social engagement of video content across brands. Business issue: Mondelez wanted to prioritize digital video and mobile commerce. A partnership with Facebook potentially could integrate new strategy across all Mondelez brands in 52 countries. Action: Choosing Facebook as a global partner gave Mondelez the creative power needed to produce scalable video content for the platform in the hope to generate online impulse snack sales. The partnership also brings innovation through beta-testing for Facebook and Instagram. Result: Facebook has proven to deliver measurable results for the snack company: Crème Eggs sales increased by 7% when Mondelez switched ad spend from TV to Facebook. Implication: Prioritize platforms based on size and engagement level of audience.
- 35% of ecommerce now takes place on mobile, happening in many different places and at many different points in the consumer journey. Alibaba’s ‘Singles’ Day’ in China generates US$4 billion of its sales through mobile. EXAMPLE OF HOW A COMPANY HAS TAPPED INTO CONNECTED CONSUMER OPPORTUNTIES Source: Forbes 2015- If the Amazon Dash Button Fails It Will Still Succeed In Normalizing Online Buying Behaviour PYMNTS.com- Could Amazon Do to Groceries What It Did to Books? http://www.pymnts.com/news/2015/could-amazon-do-to-groceries-what-it-did-to-books/ The approach: Amazon makes the path to purchase smoother with innovative omnichannel retailing. Business issue: Grocery shopping is mostly habitual shopping for the same branded products, and consumers waste time finding and buying products in supermarkets, but ecommerce has not yet disrupted the grocery market. Action: Amazon launched a new Prime service making home the point-of-purchase for groceries. Dash Button when pushed, auto-orders and ships the pre-programmed product to your door, so shoppers can restock items with the press of a button. Result: With the Dash Button, shoppers no longer need to waste time and energy buying habitually bought products . Amazon is successfully normalizing the act of buying groceries online, whether or not the Dash Button is a successful commerce platform. Implication: eTailers are aware of this, and are innovating aggressively to reduce these barriers. eCommerce will grow still further as a result.
- The fusion of service models with digital technology has removed traditional barriers to entry across categories, freeing Uber to disrupt transport, Airbnb to disrupt the hotel industry, and Dollar Shave Club to disrupt traditional FMCG retail models. People are happy to embrace new types of supplier, new types of channel and new forms of payment, provided such disruption better fulfills their needs. Consumers are embracing new brands which disrupt a category, based on it fulfilling their needs better. Brands can sell directly bypassing retailers, offering the opportunity to move into new product/service areas more easily. This is an opportunity to deliver new payment models (i.e. subscribing for razors!). The dollar shave club disrupted one of the world’s largest advertisers, building 2 million subscribers in 3 years. Dollar Shave Club is a monthly subscription service that delivers razors to your door The company disrupted the razor market by making it easy and affordable to buy high quality razors Customers pay around $7 per month to get new razor blades delivered to their door This mail-order razor company is valued at $615 million With the ease and low price of Dollar Shave Club products, the brand has disrupted the razor market within a couple of years https://www.dollarshaveclub.com/
- Consumers (and particularly younger consumers) are increasingly comfortable sharing their data with brands, provided they gain relevance or other forms of value in return. They demand advertising that is targeted, tailored and anticipates their needs. EXAMPLE OF HOW A COMPANY HAS TAPPED INTO CONNECTED CONSUMER OPPORTUNTIES: UnderArmour (clothing co) creating a series of Apps (my fitnesspal etc) to monitor health Source: PC World 2015 Under Armour snaps up MyFitnessPal to become largest health tracker The Washington Post 2015 Why Nike and Under Armour are spending wildly to watch your every step https://www.washingtonpost.com/news/the-switch/wp/2015/04/22/why-nike-and-under-armour-are-spending-wildly-to-watch-your-every-step/ http://www.pcworld.com/article/2880312/under-armour-buys-two-fitness-apps-builds-trove-of-health-data.html The approach: To optimise targeted advertising, Under Armour expands fitness monitoring apps. Business issue: With the growth in monitoring apps, key health and fitness data is available to the brands that can procure it. Huge potential lies in the largest growing and most underrepresented group of amateur exercisers- women. Action: To compete in data-driven economy, Under Armour bought MyFitnessPal and Endomondo fitness apps to amass 130 million registered users- 60% of whom were women. Users record diet, sleep, and exercise in order to monitor health with the acknowledgement that this data will be used by others. For example, by analyzing user’s workout history, the MapMyFitness app sends an alert with a Zappos link to replace running shoes. Result: Under Armour believes these fitness apps will help it build long-term relationships with users and sell more fitness apparel. Implication: Unpacking user habits is key to forging successful connection strategies