Virtual economy big shots in China are continuously making investments, mergers or acquisitions in hot territories, from O2O and entertainment to e-commerce. They are also maintaining growth and strategic placement by leveraging each other’s advantages in a change or be changed environment.
If advertisers want to improve consumer receptivity to advertising, they need to make changes now. Consumers are fed up with intrusive advertising that’s not relevant to them, and adblocking has become a serious issue.
With the rapid rise of automated, programmatic buying, CMOs have a lot on their plates to maintain a grasp on the complexity of digital. Staying on top of targeting methods and outcomes, deploying better tracking and post evaluation are all important approaches to allocate budget wisely, reach the right audiences, and deliver ROI.
Ad blocking in the advertising industry is a real concern. Consumers are fed up with the volume and the intrusion of digital ads and many are using ad blocking software services. In the first part of this two-part series, we share a few scenarios marketers should consider.
After sharing two potential scenarios for a post-adblockalypse world in a previous article, we now consider the consequences of government crackdowns on digital ads. The consumer uprising against intrusive digital ads is a wake-up call for the industry. Nobody wants Doomsday or police state scenarios, but we’ll get one of them if we don’t act now.
Is your brand immediately recognizable? Creating positive brand experiences and developing effective communications over time will keep a brand top of mind with consumers. This is essential to drive brand growth and protect a brand from competitors.
New research and analytics tools will help marketers improve audience-based targeting and digital ad effectiveness so consumers feel less like they're being stalked and more like brands understand what’s relevant to them, and when to connect.
Digital big data helps marketers understand consumer behavior. But mining the relevant data from everything available can be challenging. It’s not enough to aggregate and trend it – the data needs to yield insights to help marketers make decisions for their brands in real time.
The results of the first wave of Insights2020 research show there's a positive correlation between customer centricity and revenue growth overperformance. In this new whitepaper, Millward Brown Vermeer identifies 10 drivers within three dimensions that over performing companies adopt to deliver customer-centric, purpose-led growth.
Marketers who actively seek out ways to build genuine brand trust with consumers can create a much stronger base for growth than faster, less engaging strategies may achieve. Embracing contradictions and integrating digital and physical marketing strategies are other lessons to be learned from Asian brands.
Part of advertising success comes from delivering the right content to the right audience, in the right context. Millward Brown’s AdReaction Video study helps marketers understand how to effectively develop and distribute video content in a multiscreen world.
How we measure advertising success is not a new topic. The trend now is toward short-term behavioral response as the key measure of success. This is not only due to digital innovation – sales promotion and direct marketing have successfully pushed the performance marketing approach since the 1970s. With more media now bought and targeted using automated systems, the question of what represents success has become more urgent.
Is brand love real? The truth is, brands build emotional connections with consumers in a number of ways that are inter-related and work synergistically. Smart marketers architect the whole brand experience using product innovation, design and marketing to evoke a positive reaction across touchpoints.
Advertising in magazines, newspapers and OOH is still relevant despite the fact that many marketers are focused on digital ad formats, and programmatic buying. Brand owners can learn from leading digital brands that are not missing the value of print advertising.
Mexico is in a time of economic uncertainty. There is no open talk of economic recession but GDP shows little growth and the dollar reached an historical high against the Mexican peso, while trust in government is at an all-time low.
Brands with their fair share of attitudinal loyalty are more likely to grow and are better positioned to benefit from effective communications, while brands that lack attitudinal loyalty will struggle to leverage communications to drive growth.
Indian consumers have leapfrogged into the social sphere with the rapid rise of smartphones. They are now the second largest population on Facebook and Twitter, and the second largest downloaders of apps in the world. Brands in India need to quickly adapt to reach the rising number of consumers using social media.
Whether your brand provides a product or service, your brand promise will live or die by your ability to deliver on that promise. Reliable and fast delivery is critical to cultivating and sustaining repeat business for your brand.
Millward Brown has identified the drivers of long-term brand value growth based on global research on 100,000 brands. Lessons learned from 10 years of the BrandZ™ Top 100 Global Brands rankings can help established and aspiring brands join or remain on the list in the future.
Brand building in Indonesia involves striking a balance between tradition and the new values gaining ground to successfully reach consumers.