Marketers will enter 2017 with a long to do list starting with gaining a rapid understanding of the needs, aspirations and behaviours of Generation Z, born between 1997 and 2011. Brands will need to rethink their digital content strategy to create better connected consumer journeys that are less intrusive and more engaging to combat ad blocking. Read our media and digital predictions to see what's next in the year ahead.
The specific brand associations that make consumers choose a certain brand vary by brand, category and context, but ultimately they ladder up to two meta associations. The foundation for any successful brand is that people find it meaningful and different. Brands that are perceived this way are chosen more often, grow faster, and command a higher price point than competing brands.
It’s been nearly two decades since the first brand lift studies for digital advertising started. Here is a snapshot of where it all began, where we are today, and where we’ll be in the future – perhaps establishing brand building norms for ads on refrigerators and drones.
All marketers want to create ad campaigns based on ideas that are meaningful and resonate with their target audience. Starting with the right insight is critical to campaign success. Marketers who develop a consistent, disciplined approach to creative development are more likely to generate stronger brand value and business performance—the ultimate success criteria.
The release by WikiLeaks of thousands of Clinton campaign hacked e-mails provides a timely reminder that purpose matters in both politics and branding. Apart from shedding light on specific issues, the e-mails portray a campaign that struggled to define what Clinton stood for in her bid to become the Democratic Party nominee for President of the United States.
Many brands, both large and small, are diversifying into new categories, with the goal of building a multi-faceted 'world' around their target consumers. It's a powerful way to achieve greater relevance, but stretching a brand in new directions also has its risks. As the lines between categories become blurred, brands could be left struggling for identity.
After proven success in other markets, Latin America brands are finally embracing the digital advertising boom. Marketers are now looking at digital as a key component in their marketing and media investment strategies.
As zero-based budgeting grows in popularity, the opportunity to save costs by producing one ad that can be used in many countries is compelling. But there is the risk that this direction may not be the best way to maximise ROI.
Today, rural India describes a mindset rather than a geography. A rising brand awareness and disposable income among rural consumers makes this an untapped area ready for brand growth. Brands that can solve the operational challenges will be very successful.
Visual language now is critical for impactful brand stories, and this global trend is a good fit with India’s aesthetic tradition. The rapid growth of mobile is driving the shift in communications from words to images. This shift holds enormous implications for how brands reach consumers.
With 100 million consumers in India now accessing Facebook from their mobile devices, people have shifted from accessing information to sharing content. Brands that recognize people connect with real stories about real life challenges are developing the most successful ad campaigns.
The rise of ad blocking is largely a self-inflicted wound created by our industry’s collective behavior. It seems the scene is set for an escalating and never-ending technology war between publishers and ad blockers. What is the solution?
A strong culture of mobile innovation has emerged in the Asia Pacific region where most 'digital marketing' equals 'mobile marketing'. It’s not surprising that the eyes of marketers in other regions are starting to turn to Asia to see what can be learned about inspiring consumers to interact and engage with their brands.
In today’s highly dynamic business landscape, customer centricity has become the key competitive advantage. To understand how successful firms achieve such high levels of customer centricity Kantar Vermeer partnered with Unilever to find the correlation. The recent cover story in Harvard Business Review features findings from our Insights2020 study and includes the 10 characteristics proven to make a successful “Insights Engine”.
In the near future, socially driven campaigns will become a far more important way to reach consumers who will otherwise remain off marketers’ digital radar. To do this, marketers need to create more remarkable, emotional or useful content to leverage the true power of social to build their brands.
E-commerce in Indonesia is relatively small by global standards, but the category is starting to see dramatic growth. By some estimates, e-commerce will represent 8 to 10 per cent of total retail sales in Indonesia within the next decade. And the value of e-commerce is expected to hit US$24 billion this year – twice the value of e-commerce in 2014. Many businesses are now looking at how they can ride this wave.
Entertaining stories help brands maximize their marketing budgets with ads that people remember. The key to storytelling success is to bring to life resonant and disruptive big ideas in well-told, imaginative ways. Storytelling is a powerful tool for marketers.
Some people view content marketing as paid-for-content masquerading as editorial. Others think it’s the saviour of traditional advertising in an era of ad blocking. No matter what your view may be, we do know that content marketing budgets are growing and it’s important for marketers to have a clear strategy and measure its effectiveness.
Innovation is the single biggest factor in how a brand drives value, particularly in today’s environment of disruption. But innovation alone will not guarantee success. Here are 5 steps to take to combine innovation and strategy to grow brand value.
The digital brand ecosystem and the sheer volume of behavioural insight data available today have dramatically changed the consumer decision journey. To successfully build brands, marketers should have a solid understanding of the new path to purchase.