Ipsos ASI's Top 10 Trends for 2013
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Marketing trends are constantly evolving as consumers change their behaviors. While some claim that social media, TV, and participation are dominant forces, the reality is more nuanced. TV still reaches the most people, though online is growing. Participation initiatives are best for loyal customers, not growth. Great creative ideas that spread virally still drive the most success. Marketers must consider trends but also understand their specific audiences to effectively reach them across multiple screens with compelling ads.
Ipsos ASI's Top 10 Trends for 2013
- 1. Marketing Trends You Can’t Afford To Ignore Seattle MarketMix 2013
- 2. “I don’t set trends. I just find out what they are and exploit them.” Dick Clark
- 3. “Trends, like horses, are easier to ride in the direction they are going.” John Naisbitt
- 4. “Advertisers are constantly accused of creating trends, shaping attitudes and planting new behavior in consumers. But in fact, the opposite is true: advertising doesn’t set trends, it follows them.” Terry O’Reilly
- 6. Increased understanding of why audiences are using social media
- 7. Fact. MARKETING IS A CONVERSATION.
- 10. But. ARE THEY?
- 11. 0.5% fans talking about a brand on Facebook Source: Karen Nelson-Field & Jennifer Taylor, ‘Facebook Fans: A Fan for Life?’, ADMAP, May 2012
- 12. The brands that do the best job with social networks put themselves in the seat of the consumer when using social FB/Twitter are not used to learn about brands People use them to talk about themselves or to interact with others 12
- 13. TV still biggest...online close behind...print is getting smashed vs. 2006 42% +1 38% +15 9% - 11 7% -4 4% -2 Source: US advertising revenue (millions) http://www.businessinsider.com/state-of-internet-slides-2012-10?op=1
- 14. 77% of people say they don’t have a relationship with a brand Source: Harvard Business Review, http://blogs.hbr.org/cs/2012/05/three_myths_about_customer_eng.html
- 15. Participation and interaction with marketing initiatives is still greatest among those who are closest to the brand Source: Patricia McDonald, http://planninginhighheels.com/2011/02/08/planning-for-participation/
- 16. Campaigns whose primary objective is participation “are good at market share defence but little else” 100 = avg* Market share defence 126 85 Profit gain 75 Market share gain 72 Reduction of price sensitivity Customer retention/loyalty 66 Sales gain 50 Customer acquisition 38 Meta-analysis of 254 campaign case studies over past 7 years * Very large business effects (indexed vs. all campaigns)
- 17. Implications Develop consumer opportunities to interact for those who want it Leverage brand evangelists Reach everyone else through TV To signpost, ignite, fuel, explain Sole focus just on participation won’t grow your brand
- 18. Our New Reality: The Multi-Screen World
- 19. Context Drives Device Choice
- 20. Computers Keep us Productive & Informed
- 21. Tablets Keep us Entertained
- 22. Smartphones Keep us Connected
- 23. There are two modes of multi-screening
- 24. Implications Campaigns that work across screens can extend reach enormously We saw campaign recall double in a recent local campaign where TV was used in addition to online Plan creative content and media as a single exercise TV is not dead but it will evolve Move completely away from TV with caution TV frequency may decline – focus more on reach Where reach builds quickly, may need to pool out more often
- 25. Ever Increasing Importance of Big Creative Ideas
- 26. ‘Creative’ explains 75%+ of the variance in campaign success.
- 27. Great creative ideas can drive strong viral consumer activity…
- 28. …and not just for the global P&G Brands
- 29. Often word-of-mouth can outperform paid media within the touch-point mix
- 30. Excellent creative is one of the important drivers of WoM Campaign Drivers of Awareness Paid media Average of recognition at the top of the purchase TV ad funnel Importance to Response Online ad magnitude Print ad Average of importance Website Out of home poster In store Word of mouth New s Item 0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100 Recognition Reach – Recognition of Media
- 31. Excellent creative is one of the important drivers of WoM Campaign Drivers of Purchase Intent WOM, web, Average of recognition in-store at the bottom of the purchase Word of mouth Importance to Response funnel magnitude Website In store New s Item Average of importance Out of home poster Online ad Print ad TV ad 0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100 Recognition Reach – Recognition of Media
- 32. Effective Ads typically have: Interest Value A differentiating and relevant message Simple storylines An immediately clear connection with the brand Branding that’s subtle, insistent, integrated Brand as hero, as a part of our lives
- 33. Effective Ads: Interest Value Interest value is subjective, unique to the individual. Memorable ads have something that helps them stand out from the crowd and gain attention. And the tactics keep changing.
- 34. Effective Ads: Interest Value There are predictably effective ways of breaking out from the pack… Use of humour Upbeat commercials with music Cute or appealing characters (kids, babies, dogs, etc.) Newsworthiness or information value An engaging narrative or story Use of an (identified) celebrity Continuity (of characters, style, etc.)
- 35. …and now….a contest with prizes for the first person to identify the next brands by the following images…..
- 40. Implications Know your audience and do all you can to leverage great creative against it Be confident in your strategy A good story… Execute with finesse …well told Does your process allow for this?
- 42. The insight for the creative Big Idea may not be so rational or found in product attributes
- 43. Why should brand managers care about the emotions associated with their brand? Almost everything we do is for ourselves! Why should I? What will this brand do for me? What do I feel like doing? Genetic evolution is selfish by design IPSOS ASI LESSON LEARNED
- 44. Emotional associations drive brand equity - and more associations are better Brand Equity is higher when more emotional associations are present R = .61 Brand Equity Distinct Emotional Associations Source: Ipsos ASI R&D Study IPSOS ASI LESSON LEARNED
- 45. The more emotional associations related to a brand the greater the purchase interest Number Of Emotional Associations And The Effect On Purchase Intent Definitely + Probably will buy 77% Definitely will buy 70% 64% 58% 49% 59% 46% Purchase Intent % 46% 42% 35% 20% 28% 26% 10% 0 1-2 3-4 5-6 7-8 9-10 11+ Number of Emotional Associations Source: Ipsos ASI R&D Dec 2007, N.A.: 75+ brands across 15+ categories
- 46. What Kinds of Emotions? Positive ones have the highest correlations with purchase intent Passive Passive Negative Positive Doubtful/Confused Relaxed/Calm Unengaged/Bored (12%) (50%) (NA Norm= 20%) Warm/Trust/Happy Engaged/Curious (33%) (42%) Negative (12%) Turned-0n/Eager Active (28%) Active Negative IPSOS ASI LESSON LEARNED Positive
- 47. Marketers need to build emotional associations on to the brand This is about emotional ‘need states’ Fancy Thursday Sunday football evening: with the guys:
- 48. Because we change moods/needs every day, it is difficult to segment, and define the right message to an individual, for the right mood. Brand Managers must “paint” their brand with emotional associations and expected emotional pay-offs. IPSOS ASI LESSON LEARNED
- 49. Implications Emotions are everything, whether we perceive it that way or not We do not make “rational” decisions without emotions and emotional associations
- 50. Identifying Message Receptivity & Leveraging Need States
- 52. Fast Flat Shoe Inserts
- 55. Implications Define the relevant need states for your product and service and market to those needs Leverage customer databases to support mass customization
- 56. New Ways of Going Green: Profiting Through Encouraging Consumers to Buy Less
- 57. Print Less
- 58. Changing Blades Less Often
- 59. Eat Less Beef
- 60. Implications Buying less may seem counter intuitive but: It can pay major dividends in customer loyalty Offer up highly relevant differentiating positioning
- 61. Consumer Media Research is Becoming More Important
- 62. This is the kind of media planning above and beyond consumption and audience measurement (ratings).
- 63. Older people watch more TV than younger, but they have less recall – viewership isn’t enough to understand media impact Claimed Proven 54 40 34 29 22 15 18-34 35-49 50+
- 64. This is about growth in understanding how touch- points work and how to help marketers better plan their integrated marketing programs.
- 65. How do different touch points combine to extend recall – are all needed?
- 66. In a synergistic campaign, what happens when the audience see multiple touch points? How many are too many? Touch Point Impact on Purchase Intent Very Likely Quite Likely 92 84 TOP 2 72 BOX 59 62 68 56 47 12 16 22 24 Seen One or More Seen Two or More Seen Three or More Seen Four or More
- 67. Implications Media buys can be impacted by the nature of the audience Where is the brand at in its evolution? Different touch points impact different metrics Synergy extends impact with exposure to multiple campaign media
- 68. We Will Use New Methods to Understand Our Audiences
- 69. The New Normal Where consumers are constantly connected and “always on” is the default setting 69
- 70. The New Normal Where we are accelerating toward a new singularity where the storing of a consumer’s digital life will be accessible on any device 70
- 71. The New Normal Where we are moving towards a culture where information about most things becomes readily available 71
- 72. The New Normal And where personalization of the digital landscape via devices and apps will continue to grow quickly 72
- 73. TODAY’S CONSUMERS ARE DIFFERENT We have to engage them in ways that capitalize on and mimic their lives in a digital world 73
- 74. Multiple Sources will Provide More Accurate Understanding The complexity of our new normal means we can’t rely on one source for all insight: • We need to listen • And converse • And passively measure • And actively measure 74
- 75. we need to think differently
- 76. Structured RESEARCH Targets People Demographics Socialized Monologue RESEARCH Linear Pre-Determined Creating Long-Time Siloed Results Data Reporting
- 77. Implication Getting the right person at the right time Reliance on smaller samples More “just in time” research vs. bigger ongoing studies Passive observation Tagging digital activity to more quickly and easily find those who have been exposed Quality implications More qualitative
- 78. Consumers Continue to Evolve
- 79. In some markets, the average age is increasing, while we observe large ‘under 18’ populations in other nations. Source: http://www.eea.europa.eu/data- and-maps/figures/median-age- projections
- 80. In some markets we see large influences from immigration, while others are ‘westernizing’.
- 81. In almost all markets we observe a growing power of the consumer (the “prosumer”).
- 82. Consumers are increasingly guilt-free in disloyalty. The transactional model is ceasing to exist - the relationship and experience model is taking its place. From To Simple More complex Fast Sales Cycle Time consuming Buyer is not/does not Relationship building is have to be very key sophisticated
- 83. We see greater individualism, people are spending less time socializing “in person”.
- 84. Screen time is growing and personal care (health) is declining
- 85. Consumers are becoming more “on demand” – exercising their own power
- 86. Consumer targets are changing more quickly than ever before.
- 87. The Implication: we need to be more savvy about how we market our businesses and who we are marketing to
- 88. Questions?
- 89. Thank you!