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Warc Trends: First Movers - How North American brands are leading the marketing revolution
Stephen Whiteside, Warc Trends, July 2013
Warc's First Movers report analyzes how major brands are responding to the most important trends affecting organizations in North America.
Warc's First Movers report analyzes how major brands are responding to the most important trends affecting organizations in North America. It offers insights from over 200 case studies, plus data, research and the latest thinking, to demonstrate how best practice is changing in a fast-moving marketplace. First Movers showcases how top North American brands are: putting value for consumers at the heart of their proposition; targeting the multicultural mainstream; employing 'small ideas' in their strategy; adopting a mobile mindset; responding to 'generation screen'; adapting to the new shopper environment; and using content marketing for real-time engagement.
The Multichannel High Street: A nation of shoppers - but is it a nation of shopkeepers?
Research on Warc, Squire Sanders, Kantar Retail and Retail Trust, June 2013
This article looks at the state of the retail industry in the UK, covering multichannel approaches, the state of the high street and retail trends.
This article looks at the state of the retail industry in the UK, covering multichannel approaches, the state of the high street and retail trends. It found that while many retailers are addressing the basics of multichannel retailing, they are yet to exploit the potential of a truly integrated approach. Retailers that provide customer offers and experiences to suit changing shopper needs are more likely to succeed. Retailers also need to embrace showrooming and mobile to improve brand experience and interaction. British shoppers' attitudes are showing greater support for independent stores and 'Made in Britain' brands, but if the UK is to have a truly multichannel high street, issues surrounding the cost of town centre parking must be addressed.
Building an emotional brand personality: Deconstructing brand identities in China
Russell Carter, Sirius Wang and Haze He, Millward Brown Asia, Point of View, June 2013
This article argues for building meaningfully different brand personalities in China, which will stand out from the competition and create a lasting relationship with consumers.
This article argues for building meaningfully different brand personalities in China, which will stand out from the competition and create a lasting relationship with consumers. Characteristics of the strongest brands in China are 'Trustworthy', 'Wise' and 'Desirable'. These differ from other countries and multinational brands should bear these cultural differences in mind when entering the Chinese market. Chinese brands have a greater challenge in bonding with consumers, as they usually stand out on fame and price, which makes it harder for Chinese brands to charge a premium or to build long-term relationships. However, compared to multinational brands, Chinese brands over index on attributes such as innocent, kind and friendly and may wish to leverage these positive attributes in their positioning. Countries outside of China also come with personality associations and leveraging appealing 'Country of Origin' traits can be a powerful foundation for building brand image.
Reconciling theories of influence
Kinetic Futures, June 2013
This article explains how different forms of persuasion function and interact in order to create effective messaging and media strategies.
This article explains how different forms of persuasion function and interact in order to create effective messaging and media strategies. The article looks at two models of influence. The multistep-flow model holds the view that certain individuals are far more influential than others. However, the network model claims that influence is actually more widely diffused within networks. Each of these models describes a critical dimension of interpersonal influence with the support of both theoretical and empirical evidence. For marketers, more important than subscribing to one theory is adopting an expansive view that can pragmatically reap the benefits of both.
Screen proliferation and the demise of primetime in Australia
Stephen Whiteside, Event Reports, ARF Audience Measurement, June 2013
This report looks at the state of media fragmentation in Australia, as researched by Nine Entertainment Co, the media company, during the 2012 Olympic Games.
This report looks at the state of media fragmentation in Australia, as researched by Nine Entertainment Co, the media company, during the 2012 Olympic Games. Speaking at the ARF Audience Measurement conference, Steve Weaver, Nine's network research director, demonstrated that TV reached 99% of the Olympic audience in Australia, followed by online (which, at 61%, overtook print). An important finding is that there is no longer a "peak" time in a multi-screen, multi-platform world. Additionally, the video content that people prefer to watch on the web is very different to television. Nine's research also looked into multiscreening and cross-platform advertising, and Weaver recommended that when sponsoring an event, themed creative or creative that fits the broadcast is essential.
Online Advertising Expenditure Report Q1, 2013
IAB (NZ), IAB Insight, 2013
This report looks at the digital advertising landscape in New Zealand in Q1 2013, covering Display, Search & Directories, Classifieds, Mobile and Social Media.
This report looks at the digital advertising landscape in New Zealand in Q1 2013, covering Display, Search & Directories, Classifieds, Mobile and Social Media. Total interactive advertising expenditure has increased by 27% year-on-year and has almost tripled in the last six years. Other findings include that 40% of households are using more than one device to access the internet, half of all Kiwis made an online purchase in the 12 months prior to the report, while 19% are using smartphones to buy products and services.
Keeping an eye on the future: Acuvue's digital journey in Australia
Low Lai Chow, Event Reports, ad:tech Singapore, June 2013
This event report addresses how Acuvue, Johnson & Johnson's contact lens brand, has updated its digital strategy in Australia over several years to stay ahead of the curve.
This event report addresses how Acuvue, Johnson & Johnson's contact lens brand, has updated its digital strategy in Australia over several years to stay ahead of the curve. Its successes have including becoming an early adopter of Facebook and iPhone apps, as well as developing clear metrics to track engagement and offer a leading indicator of potential demand. Securing the support of in-house customer service and sales teams, as well as retail channel partners, has also been essential in translating this digital success into physical sales.
How to use Customer Effort as a Customer Experience Measure
Stuart Crawford-Browne, GfK, March 2013
This article suggests measuring Customer Effort as a way to understand quickly if an organisation is delivering on customer experience.
This article suggests measuring Customer Effort as a way to understand quickly if an organisation is delivering on customer experience. It explains how Customer Effort applies to service delivery in organisations, its role in the constellation of customer metrics, and generally how to ensure customer experience metrics are enablers of the business strategy rather than an end in themselves. But a Customer Effort Score may not be appropriate as the only customer experience on which to rely as it tends to only apply to customer interactions.
Designing a branded customer experience
Stuart Crawford-Browne, GfK, March 2013
As many industries face an increasingly commoditized environment, brands that are focusing their efforts on building an experience are benefiting from high levels of advocacy and reduced reliance on customer acquisition efforts.
As many industries face an increasingly commoditized environment, brands that are focusing their efforts on building an experience are benefiting from high levels of advocacy and reduced reliance on customer acquisition efforts. Each interaction on the customer journey should be seen as an experience point (XP). The more clearly the brand promise is articulated in all the details that comprise the customer experience at all XPs, the more likely a brand is to be perceived as authentic to its values, and customer focused in its offering. To create a distinctive branded experience, this article recommends design thinking and proposes a framework for organisations to follow, which enables organizations to apply product development techniques to all the areas that influence the customer experience. Examples of good brand experience come from Apple, Nintendo Wii, McDonald's and Virgin Atlantic.
The rise of the relationship economy: What it means for brands and brand research
Iain Stanfield, GfK, March 2013
This article explains how brands are now part of the Relationship Economy, where increased connectivity and both personal and online recommendations have disrupted the traditional purchase funnel.
This article explains how brands are now part of the Relationship Economy, where increased connectivity and both personal and online recommendations have disrupted the traditional purchase funnel. Consumers are interested in great experiences, not just for the experience itself, but also in order to share it with others. Brands can exploit this trend by differentiating themselves through innovative use of social media to build relationships with consumers. However, for brands to truly succeed they must emulate the qualities that make people like their actual friends, and want to engage with them. Authenticity is crucial, and apologising when mistakes are made essential. Brand owners need to ensure that they understand the importance of each touchpoint, as well as the impact on the brand and on the relationship with consumers. The article suggests a consumer brand relationship model for conducting research in this environment.
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