by Kim Short, Ipsos

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

5. Secrets
of Effective Advertising

6. Increased understanding of why audiences are
using social media

7. Fact.
MARKETING IS A CONVERSATION.

8. Fact.
TV IS DEAD.

9. Fact.
PARTICIPATION IS KING.

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?

41. The Irrational Consumer

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

51. Timing is everything

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!