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McDonald's takes a "cross-cultural" approach to multicultural marketing
Stephen Whiteside, Event Reports, ANA Multicultural and Diversity Conference
This report describes how McDonald's, the fast food retailer, is approaching multicultural marketing in the US, where it is seeing growing numbers of Hispanic, African-American and Asian-American customers across its outlets.
This report describes how McDonald's, the fast food retailer, is approaching multicultural marketing in the US, where it is seeing growing numbers of Hispanic, African-American and Asian-American customers across its outlets. The company has tailored its English-language creative with predetermined culturally-relevant insights; a "cross-cultural" approach that broadened its appeal to all audience segments. A spot featuring a grandfather who uses the free WiFi in a McDonald's restaurant to receive a video call from his daughter to see his new baby grandson for the first time had wider resonance, despite originally being aimed at Afro-Americans. Furthermore - citing its McCafe range – McDonald's recognized that Asian-Americans were more inclined to drinking espresso than other demographics. As a result, McDonald's ran a one-time offer on its coffee, reducing the price to $1 and promoting it in the tri-state New York area using coupon booklets in Chinese, Hindi, Korean and Tagalog.
Programmatic Everywhere? Data, technology and the future of audience engagement
Research on Warc, A Winterberry Group white paper with IAB, November 2013
This paper looks into how marketers are practising programmatic buying of advertising, and outlines the issues that are contributing to the "programmatic everywhere" opportunity - across media channels, vertical industries and functional disciplines.
This paper looks into how marketers are practising programmatic buying of advertising, and outlines the issues that are contributing to the "programmatic everywhere" opportunity - across media channels, vertical industries and functional disciplines. It describes how programmatic buying is now being used in support of automated, auction-based digital media buying but is also growing to support a wider range in use. The report looks at the obstacles to adoption and presents five trends that are likely to define the evolution of the practice.
Assessing the cross-cultural applicability of tailored advertising - A comparative study between the Netherlands and Poland
Ewa Maslowska, Edith G. Smit and Bas van den Putte, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 487-511
This study compares the effectiveness of tailored advertising in two European Union member states: a longstanding member with a long history of advertising, the Netherlands; and a new member with a shorter advertising tradition, Poland.
This study compares the effectiveness of tailored advertising in two European Union member states: a longstanding member with a long history of advertising, the Netherlands; and a new member with a shorter advertising tradition, Poland. The positive effects of tailored advertising are hypothesised to be stronger among Polish consumers than among Dutch consumers because of the different advertising traditions in these two countries. A between-subjects experiment is conducted to test individuals’ responses to tailored versus generic advertisements for an unknown face-cream brand. The results show that tailoring is effective in influencing message attitudes, brand attitudes and purchase intentions, but only for Polish consumers. This tailoring effect is mediated by involvement with the message, message relevance and scepticism about the message. These findings suggest that tailored advertising can be used successfully in less marketing-savvy countries such as Poland, but that it may not be effective in more marketing-savvy countries such as the Netherlands.
Tesco focuses on “shopper missions”
Jo Bowman, Event Reports, International Shopper Insights in Action, November 2013
This event report addresses how Tesco, the supermarket chain, drew on shopper insights to fundamentally change its in-store format, design and product assortment across the UK.
This event report addresses how Tesco, the supermarket chain, drew on shopper insights to fundamentally change its in-store format, design and product assortment across the UK. Research by the company found that three main "missions" informed visits to its stores: buying food for now, buying food for later and "topping up" on essentials. Rather than divide its assortment by category, Tesco thus regrouped products to better serve consumers undertaking these tasks, a model to be applied to stores operating under its Express and Extra banners.
Unlocking the value of programmatic ads
Jo Bowman, Event Reports, AOP Autumn Conference, October 2013
This event report, from the AOP Autumn Conference, addresses the opportunities and challenges influencing the development of programmatic advertising in the UK.
This event report, from the AOP Autumn Conference, addresses the opportunities and challenges influencing the development of programmatic advertising in the UK. Alongside promising greater efficiency and targeting opportunities for brands, this system could soon transform offline media as well as online display advertising. Many media owners, however, remain sensitive that their ad rates could diminish or that agencies might "steal" their data. As such, new ways of working will be required, both to move premium inventory into the programmatic space and to build trust.
The Sound of Big Data: Understanding a day in the life of a sound listener
Nadines Guhlich, Rey Farhan and Alistair Hill, ESOMAR, Congress, Istanbul, September 2013
This paper details research by SoundCloud, the audio distribution platform that sought to understand SoundCloud users' behaviour through mobile research.
This paper details research by SoundCloud, the audio distribution platform that sought to understand SoundCloud users' behaviour through mobile research. SoundCloud has a vast amount of data regarding usage of its platform, but wanted to understand offline behaviour and how this interacts with the platform. Research participants completed time diaries through their mobile phones and the information they provided was combined with data on their usage of the platform. This approach has the advantage of more accurately recording what respondents are doing as they tend to have their mobile phones with them at all times and are able to record their activities immediately. Combining Big Data, consumer research methodology and mobile device data gathering allowed SoundCloud to gain an holistic understanding of consumers, including different usage behaviours at different times of day and weekends, what motivated people to listen, and why they shared music online.
A 4-Dimensional View of the Digitally Engaged Consumer: Creating a single-source methodology to harness insights of today's 'new' consumer
Maria Domoslawska and Heather Dougherty, ESOMAR, Congress, Istanbul, September 2013
This paper discusses research into consumer engagement with brands across different technology platforms.
This paper discusses research into consumer engagement with brands across different technology platforms. It explains how a single-source methodology was developed to allow advertisers to understand the behaviour and purchasing intent of digitally engaged consumers, finding that there is a discrepancy between what consumers says they do online, and what they actually do. Understanding the in-depth segmentation of consumers is important as they now expect a personalised brand message across platforms.
A New MR Mix for the New Age Information Ecosystem: Proposing big change in content mix, not process
Radhecka Roy and Sunita Venkataraman, ESOMAR, Congress, Istanbul, September 2013
This paper argues that the interventionist solicitation of information is no longer necessary as consumers constantly express their opinions on many different platforms, and shares approaches from Intel, the technology company, to Big Data in different industries.
This paper argues that the interventionist solicitation of information is no longer necessary as consumers constantly express their opinions on many different platforms, and shares approaches from Intel, the technology company, to Big Data in different industries. Market research should change to account for the voluntarily shared information that is now available to them, and adopt a new approach to information needs and market research planning. It is argued that the availability of Big Data means market researchers need to adapt their approach to stay relevant. A particular challenge is to 'humanise' Big Data to generate more meaningful insights.
Visions of the digital future: Insights from dmexco 2013
John Davidson, Event Reports, dmexco, September 2013
This report looks at several shifts which are reshaping the digital marketing landscape. One is the advance of programmatic buying, which is likely to influence an increasing proportion of online advertising decisions in the future.
This report looks at several shifts which are reshaping the digital marketing landscape. One is the advance of programmatic buying, which is likely to influence an increasing proportion of online advertising decisions in the future. Another is the attempt by many brands to tap significant online “moments” – such as major sporting events – using real-time marketing on platforms like Twitter. But unless these efforts are underpinned by strong creative, they are not going to be effective, and this is an area where further development is required.
When marketing met Big Data
Colin Strong, Market Leader, Quarter 4, 2013, pp. 32-35
In the era of Big Data, this article argues for the need to apply a more holistic, human approach to understanding consumers.
In the era of Big Data, this article argues for the need to apply a more holistic, human approach to understanding consumers. Big Data has many benefits and is being used in ways that transform how the consumer touches the brand and the application of online advertising. But purely data-driven decisions can fail to properly understand the real world. Data-driven approaches can cause consumers to feel a sense of 'creepiness', can increase the number of false positives and often ignore the broader reasons for consumer choices. Hybrid approaches that combine Big Data with conventional market research are advocated.
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