Millward Brown’s newest tracking approach, Digital Behavior Analytics, applies advanced analytics to digital signals like search patterns and social conversation to derive validated indicators of attitudes and behaviors that we already know build strong brands.
WPP brand experts recently gathered in New York for a session about the future of brands. The following remarks are excerpted from the wide-ranging conversation of J. Walker Smith, Chairman, The Futures Company; Nigel Hollis, Chief Global Analyst, Millward Brown; and Joanna Franchini, Vice President – Cultural Insight, Added Value.
Kantar and Millward Brown have investigated how mobile search involves brand mentions and drives brand value growth. It’s clear that no successful brand can ignore joining the app revolution.
Generation Z promises today’s brands a world of opportunity. Aside from having a distinctly different profile from millennials and preceding generations, Gen Z will inevitably influence older generations’ buying behaviors and decisions, so brands must act now to identify meaningful ways for winning with these consumers.
Learn more about which qualities of mobile advertising are most important in breaking through to audiences and how these vary across generations. Creative length and screen size also vary in driving advertising effectiveness.
It’s hard to find an advertiser these days that isn’t developing more branded content. And it’s equally tough to find a branded content campaign that doesn’t involve celebrities, vloggers, or YouTube stars, particularly for brands targeting younger audiences.
A customer-centric business uses data to understand, anticipate and serve customers’ needs better and more quickly than its rivals. Some companies look to data software or digital marketing technologies to give them the edge. But having the right people on board, and a company culture that drives customer focus throughout the organization is what makes the biggest difference.
The Muslim population is currently more than 20% of the global population and marketers have been quick to segment them as an audience. But is religion alone ever a strong enough driver to categorize consumers, or are there other elements which are more relevant?
How people access and view video content varies by age. Younger consumers are more digital, more mobile and, surprisingly, more skeptical toward branded content. It is said: What young people do today, older people will, generally, do tomorrow. But it’s not always that simple. Learn more about video viewing behavior.
New Millward Brown research shows Chinese brands are now equal to international brands in Brand Power – the BrandZ measurement of brand equity – meaning they are equally competitive in many ways. International brands are failing to keep pace with the aspirations of consumers in China, and the speed of the mobile wave.
Brands targeting young consumers in China must be bold, understand their values, and speak to them in their language. The post 95 generation favors adventure, exploration and the simple things in life. Marketers should adopt an unconventional route to reach them, talk to them and touch them.
BrandZ research from Millward Brown proves marketing is the most important investment a brand can make to ensure long-term financial success, and resiliency in challenging economic times. Chinese brands need to focus on “being different” over the next decade to fully compete with mulit-national brands in China, In a world with so much product similarity, brands consumers view as “different” achieve higher value.
Content is still King in China but attention is at a premium. The average Chinese consumer flirts with multiple screens and spends 56 percent of their leisure time on a smartphone – more than double that spent on TV in a normal day. Ads must be well branded and engaging to grab consumers’ attention in a short window of 3 seconds.
Internet +, O2O and Digital have become sweet spots for traditional brands trying to innovate and seize new opportunities in the digital age. At the same time, we are seeing a new trend among internet brands that are rethinking the fundamentals of their brands and brand building efforts and focusing on enhancing their brand influence in the “physical world”.
Multiscreen users in China are among the world leaders when it comes to watching video content across devices, especially on digital channels, but they are resistant to video ads. What can marketers do to improve receptivity?
Chinese businesses outperform the global average in delivering “Data Driven Customization” and “Touch Points Consistency.” Chinese brands also score higher on experimentation and collaboration. However, they’re not as “customer obsessed” as their global counterparts. Customer Centricity is a top priority for the leaders at 91 percent of the global over-performing companies, compared to only 67 percent in China.
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.