This post is by the Market Research Summit.
The Market Research Summit 2015 team talked with Rhea Fox, Head of Research with eBay UK and Steve Wills, Director of The Insight Academy, to find out more about the new approach they are proposing to prove Return on Research and Analysis, which they will be discussing at Market Research Summit 2015 on 19 May.
First of all, how have you two come together to work on this project to create a methodology for measuring Return on Research and Analysis?
SW: We run a best practice community, the Insights Management Forum, which brings together 25 major companies to focus on different issues and eBay is one of our members. We set the Forum up 10 years ago and one of the first projects we agreed to look at what how to prove ROI on insight – it was the holy grail back then and it's still the holy grail now. In recent years, we have seen companies get better and better at it – we've been working with Rhea at eBay who has particularly taken this cause to heart and created real progress.
Are the traditional tools of market research – surveys with explicit, direct questions – still up to the job of measuring brands in the new era? The explosion of new understanding about how the mind works could not have been foreseen by the founders of market research, back in the 50s, but modern practitioners have less excuse for still using more or less the same approaches. Traditional (System 2) methods still dominate: researchers still ask direct questions (and people still answer them), but any marketer or MR professional with even a smattering of knowledge of recent developments in mind science would surely ask: Is that all there is?
For a time during World War II, the chances of a member of US bomber crews actually making it back from any given mission were on the side of slim.
The nature of the work meant that bombers were out for a long time; they were massive cumbersome planes visible from a long way away, and their ability to do serious damage if successful meant they were the number one targets of both the guns on the ground and in the air.
For the bomber crews, each subsequent mission piled up the odds against them making it back this time.
This post is by Marie Dalton, marketing director at Connexity.
Brand managers ask if it's possible to launch branding initiatives programmatically but for many companies that's the wrong question. What they need to ask is: 'How quickly can I get good at it?'
Why the urgency? Look no further than the newest employees joining our companies; in the majority of cases they'll be millennials.
The seismic shift rivals the rise of the Boomers
We are living through a seismic shift in demographics. Millennials – the 20 million people who were born sometime in the early 1980's to the early 2000s – are one of the largest generations in the history of the UK. Indeed by 2030, there will be more Millennials than all other generations combined in the US, and the UK won't be far behind. Remember when the Boomers dominated consumer culture? They are now making way for their grandchildren.
We had a briefing for a new campaign the other day. It was for a financial product, and it started with an explanation of how it worked. The briefing concluded with 'this is, of course, a very low interest category'.
This is a familiar phrase to any of us who work on finance brands or utilities – the classic 'low interest' categories. And it is often assumed these are 'rational' purchases, implying others are more emotional and 'high interest'. In our opinion, those assumptions are flawed.
We may spend our days understanding the fine details of our clients' products, monitoring closely the competition and advertising, but if we've any sense, we'll realise that ordinary people don't care much about any of that stuff. As far as they're concerned, almost all purchases are low interest.
This post is by Ian Samuel, Managing Director Brand Solutions at Rightster.
In its tenth anniversary year, the reach and popularity of YouTube as a media channel has arguably never been greater. The channel has matured considerably in this time and even created its own stars: vloggers with subscriber bases whose circulation figures exceed established daily newspapers. These viewers are highly engaged and tend to consist of millennials, digital natives and many brands' core youth target audiences. It's no surprise then, that many brands have followed these audiences to YouTube and engaged with popular vloggers to collaborate on branded campaigns.
However, a small number of these have not been conducted with the kind of transparency expected in branded promotions. In turn, this has caught the attention of the ASA which has called for more regulation of this energetic and exciting channel, and led to an industry debate around this emerging and powerful engagement method.
this post is by Matthew Kershaw, Group Marketing Director at Ministry of Sound.
Those of us who lived through the 90s will know that the electronic dance music scene was once a far cry from what it is today. Back then, around the time that the Ministry of Sound opened its doors, DJs had a relatively small following of discerning ravers.
But today, DJs are superseding even pop stars; they dominate charts and festival line-ups, gossip magazines and radio playlists. They are hard to ignore.
During Advertising Week Europe (AWE) panel, In the Mix: What Brands Can Learn from Superstar DJs, Reggae legend David Rodigan noted that, in the past, the DJs main role was to fill the gap before the band got on stage. However, success stories such as Calvin Harris have utterly revolutionized this role; he reportedly earned $66 million in 2014. But how exactly have this new breed of celebrity made its way to the top? And what can brands learn from DJs' rise to fame?
Warc has again teamed up with the APSOTW – the Advertising Planning School On The Web.
This excellent initiative, run by a team of senior planners from across the world, poses challenges for up-and-coming planners and marketers. It's a chance to show off your ideas in front of a seriously, seriously senior line-up of judges.
We're lending a hand by carrying and promoting their challenges here on the Warc Blog and hopefully highlighting some of the ideas that come out of them.
You can view the previous challenges we helped out with here, and read an introduction to this latest challenge here.
Now, over to Rob Campbell for details of the new assignment…
The DMA UK Awards 2014 were recently published on warc.com. The Direct Marketing Association recognises campaigns that demonstrate how brilliant strategic thought and creative ideas drive outstanding results. There were 61 case studies in total, which Warc subscribers can view here but if you're short on time then I highly recommend the following.
Crimestoppers UK: Putpockets
Crimestoppers, the UK’s biggest crime fighting charity, wanted to raise awareness about pickpocketing. Taking direct marketing to a whole new level, the campaign took a stunt marketing approach by placing leaflets shaped like commonly stolen items in people’s bags and pockets, doing so without their knowledge. The tactic showed in a very practical and personal way how easily someone could be a victim of pickpocketing.
Recently, I've been looking at some prominent trends in marketing. I've explored the power of partnerships and the increasing use of 'occasion marketing' strategies. This week I turn my attention to the world of media and note the rise of ambient.
But what exactly is ambient media? One definition offered by the Chartered Institute of Marketing points out that ambient was originally known as ‘fringe media’, but now it consists of “communications platforms that surround us in everyday life - from petrol pump advertising to advertising projected onto buildings to advertising on theatre tickets, cricket pitches or even pay slips”.