Despite (or, perhaps, because) of the turbulence experienced in the past year, the marketing community has been focused on new thinking that can help brands improve their effectiveness in 2021.
Some of the main insights featured in The WARC Guideto new research in marketing are:
A brand’s share of search – or the proportion of search traffic claimed by a specific brand compared with its rivals – is a useful proxy for its market share.
Google UK and The Behavioural Architects identified the “messy middle”, a phase in the online purchase cycle where consumers are typically engaged in one of two actions: exploring their options (an “expansive” task), or evaluating (a task aimed at reducing their options).
WPP network Roots and neuroscience firm Roots demonstrated that TV spots with diverse casting can have a range of beneficial effects.
Attention can become a media currency that provides much deeper insights than the traditional cost per thousand alone.
Marketers should add “digital availability” – that is, making sure brands are available to buy in more places online – to their focus on physical and mental availability.
“Creative Commitment” – a metric based on campaign duration, budget size and the number of media channels used – has a strong correlation with campaign effectiveness.
Research from the Mobile Marketing Association and Neustar found brands should focus their ads on a subset of consumers – the “movable middle” – which includes consumers with a 20–80% probability of buying a particular brand.