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Media research: Planning for context
Mike Bloxham and Alice K Sylvester, Admap, April 2013, pp. 20-23
The setting of a marketing communication greatly impacts on how the message is received, so understanding the context of media consumption is vital in maximising the brand moment.
The setting of a marketing communication greatly impacts on how the message is received, so understanding the context of media consumption is vital in maximising the brand moment. The proliferation of screen-based devices means consumers are able to exercise a greater degree of control and choice over where, when and how they consume or interact with content. IPA TouchPoints and USA TouchPoints research has addressed the five dimensions of context: location, activity, social setting, media, and moods and emotions. Examples of contextual analysis include looking at the media choices of young male diners in Quick Service Restaurants during the key consideration windows for lunch and dinner, and activities of consumers in the hour before the post-lunch peak shopping time.
Mobile communities: A new and faster way to connect in an always-on world
Dave Kaye, Kirsty Higgins and Peter Clare, Warc Exclusive, Next Generation Research, January 2013
This presentation from the alcoholic drinks company Bacardi (and research agencies Kiosk and Rapp) looks at the features of mobile communities that are useful for qualitative research.
This presentation from the alcoholic drinks company Bacardi (and research agencies Kiosk and Rapp) looks at the features of mobile communities that are useful for qualitative research. Mobile’s key attributes in this regard are: being always on, intrinsically social and available any time. Recommendations on how best to integrate a mobile community into multi-methodology research are suggested. Equally, it offers best practice ideas for using mobile communities to get a quick gauge of the likely success of creative campaigns.
Improving ad performance with the 3Rs:Optimizing Reach and Resonance to heighten Reaction
Randall Beard, Nielsen, December 2012
This presentation provides recommendations for improving advertising performance. It covers the recent shifts in the media landscape - digital, fragmentation and innovation - and the struggles that clients are having in trying to optimise advertising.
This presentation provides recommendations for improving advertising performance. It covers the recent shifts in the media landscape - digital, fragmentation and innovation - and the struggles that clients are having in trying to optimise advertising. It recommends the "3 R model" to improve performance, which functions by optimising Reach and Resonance to earn the best Reaction. The recommended tactics include optimal allocation, buyergraphic planning and real-time optimisation.
Engagement: are we there yet?
Rebecca Rangeley and Anne Mollen, Admap, May 2012, pp. 22-24
Despite engagement being dismissed by sceptics in some quarters as a 'vanity metric', most marketers see it as a central objective.
Despite engagement being dismissed by sceptics in some quarters as a 'vanity metric', most marketers see it as a central objective. BSkyB, in a joint research study with Cranfield School of Management, laid out three objectives: to establish whether engagement is a viable and worthy metric; to test whether behavioural measures 'conducted at site' are reliable proxies for the mental state of engagement; and to interrogate whether certain consumers, or 'internet activists' are more likely to be engaged than more passive consumers who are perceived to use more conventional content sites. This article looks at the three studies that comprise the Engagement Research project: a pilot study to validate the scale and two advertising effectiveness case studies from Sky Entertainment and Netmums that also tracked other outputs.
Channel planning: Media mesh or media mash?
Mike Bloxham, Admap, January 2011, pp. 29-31
Media multitasking has become a way of life. In a Ball State University study of concurrent media exposure (CME), observers shadowed participants through the day.
Media multitasking has become a way of life. In a Ball State University study of concurrent media exposure (CME), observers shadowed participants through the day. Watching people and recording their behaviour led to unexpected insights. While some concurrently consumed media are complementary (TV, internet), others compete for attention (TV, radio). In the former case they ‘mesh’; in the latter they ‘mash’. Based on the IPA’s TouchPoints research, a large scale US study is gathering data from participants’ iPhone based diaries. The aim is to enable targeting of consumers when and where they are most likely to be receptive to specific messages – across the optimal combinations of media.
Real-time CRM: Ride the perpetual data stream
William Charnock with Jonny Longden, Admap, December 2010, pp. 21-23
The era of perpetual marketing requires brands and their agencies to listen, respond and change in real-time.
The era of perpetual marketing requires brands and their agencies to listen, respond and change in real-time. Conventional marketers still spend too much time in focus groups, ethnographic studies, brainstorming, and R&D labs, which are all largely artificial learning environments that have little to do with the context of the real world in which decisions are made. To accommodate the multi-faceted, fast-changing and responsive nature of brands now, isn’t it time to evolve how we articulate and define our brands? In the digital age, a brand needs to be thought of as a set of inter-operable elements that work together to achieve a particular mission or goal.
Co-creation: The live age
Mark Tutssel, Admap, December 2010, pp. 24-25
Technology has accelerated the need for spontaneity in marketing communications and consumers have expectations of ‘live access’ to the brand.
Technology has accelerated the need for spontaneity in marketing communications and consumers have expectations of ‘live access’ to the brand. According to data recently published, the unprecedented acceleration in technological change means the number of years that separate a generation has been reduced to four. Live is about doing things for real – and living with the consequences of the judgement you made. It’s scary because, in this business, we are almost all control freaks. So why is the world pushing toward live? And how will marketing cope? We must think about weighing complete clarity and consistency of meaning in a brand with the breathtaking spontaneity that has the potential to lead that meaning in different directions.
Speed Read - Reclaiming our minds
Martin Bailie, Warc Exclusive, December 2010, pp. 47-47
This article summarises "Future Minds" by Richard Warson, who posits that digital addiction and disruptive work environments are making us unable to think properly.
This article summarises "Future Minds" by Richard Warson, who posits that digital addiction and disruptive work environments are making us unable to think properly. He puts out a call to switch off the smartphones and spend more time in the bath.
Brand spread: Beyond continuous CRM
Judy Franks, Admap, December 2010, pp. 26-27
Perpetual marketing must take into account everything from product performance and brand presence to the ongoing management of conversations and brand spread.
Perpetual marketing must take into account everything from product performance and brand presence to the ongoing management of conversations and brand spread. Consumers can converse with each other around the clock and in real-time. But is perpetual marketing greater than a continuous digital dialogue? What if marketers considered every brand action and interaction as part of what is truly ‘perpetual marketing’? Perpetual marketing is definitely a big idea. Every marketing function, from the product’s physical presence in our lives, to the careful and continuous management of meaningful brand conversations, must be taken into account. If we reframe the argument that perpetual marketing is the result of direct and continuous consumer involvement with the brand, then five key tenets of perpetual marketing emerge.
Media Planning: Media is always on
Marianne van Soomeren, Admap, December 2010, pp. 28-29
As brands become media themselves, achieving a balance between them is the key to marketing effectiveness.
As brands become media themselves, achieving a balance between them is the key to marketing effectiveness. This article defines perpetual marketing in terms of the popular and widely used model of ‘owned’, ‘paid’ (or ‘bought’) and ‘earned’ media. Advertising and sponsorship are ‘paid media’; ‘owned media’ are the brand’s communication channels; ‘earned media’ are defined as word-of-mouth. The emergence of digital media has made the use of owned media more accessible. As a result, the effect of ‘earned media’ has increased. Are ‘paid media’ still relevant? And, although the internet is gaining reach and influence, why is it that so few online-only campaigns succeed? Communication through multiple channels is often most effective, and an offline campaign can help boost website traffic.
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