making marketing remarkable

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Making Marketing RemarkableLincoln MerrihewSVP-Client Services

[email protected]

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OROGENYNoun: the process of mountain-making or upheaval

© 2016 Millward Brown Digital.

3 © 2016 Millward Brown Digital.

Brands are a vibrant part of society


Attention is a precious resource


Marketing never stops evolving

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1. Understand touchpoints that matter

2. Enhance the targeting triple play (right person, right message, right time)

3. Ensure its all working© 2016 Millward Brown Digital.

Components of REMARKABLE marketing

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1. Touchpoints: “Consumers determine what they want when they want it.”


© 2016 Millward Brown Digital. 8

ENER

GY

SHO

PPER

CO

NSU

MER

JOU

RNEY

9 © 2016 Millward Brown Digital. Source: Millward Brown Digital’s Demystifying the Consumer Journey study, 2015.

Alcohol Beauty Apparel Credit Cards Airlines Wireless Laptop/Tablet

Insurance Auto4.3 5.9

9.0 10.713.6

17.1 19.0

43.748.1

Length of Purchase JourneyNumber of days from start of journey to

purchase

LOW INVOLVEMENT CATEGORY HIGH INVOLVEMENT CATEGORY


12%

7%

8%

6%

3%

1%

2%

4%

1%

0.1%

2%

6%

4%

5%

3%

0.1%

0.1%

0.1%

0.8%

1.00%

0.4%

0.3%

Touchpoints Along Consumer Journey

Website Visitation Branded Search Social Shopping on Site Conversion on Site

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Brands: Southwest vs. other airlines

Nuances within each industry impact

consumer behaviors and interactions with brands


12 © 2016 Millward Brown Digital. Source: Millward Brown Digital’s Getting Audiences Right study, 2015.

LAPTOP / PCSMARTPHONE TABLET

BIG DECISIONS0%

20%

40%

60%

0-5 minutes 5-10 minutes 10-20 minutes 20-60 minutes More than one hour

% of

Res

pond

ents

Device Preference for Various Task Lengths

13 © 2016 Millward Brown Digital. Source: TNS Connected Life Study. D3. Time spent on devices/media/activities. Base: All who had a typical day - USA (2772) | 16 - 24 (707) | 25 - 34 (566) | 35 - 44 (508) | 45 - 54 (541)

Time spent on devices and media per day

USA 16 - 24 25 - 34 35 - 44 45 - 54

Time spent on devices & media (hrs/day)

Share of time on devices (%)Share of time on media (%)

9.4 10.7 8.9 8.3 8.9

Time spent on devices and media per day

Radio Newspaper/magazine TV PC/laptop Tablet Mobile

23 32 26 19 14

1113

1212

9

3333

3334

32

2717 23 28 35

21

11

264

56

7

Market Target 1 Target 2 Target 3 Target 4

14

26 29 28 25 27 29 29 17 26 26

6 10 8 6 8 10 105

11 1010

24 2619

27 30 34

17

351311

20 1615

1721

34

29

42

203

128

68

8

6

3

3

21

62

2

22

2

1

2

1

In bed when Iwake up

Early morning Late morning During lunch Earlyafternoon

Late afternoon Early evening During dinner Late evening In bed before Igo to sleep

Reach of devices and media throughout the day

Mobile Tablet PC/laptop TV Radio Newspaper/Magazine

© 2016 Millward Brown Digital. Source: TNS Connected Life Study

15 © 2016 Millward Brown Digital. Source: TNS Connected Life Study

87

57

71

36

16

36

68

33

48 4851

88

45

71

35

1331

70

28

4145

54

Digital hotspots – weekly digital activities

Emails Instantmessaging

Socialnetworking

Visit blogs/ forums

Write blog

Uploadcontent

20152014

Read news/sport

Console gaming

Device gaming

Streaming music

Internet banking

16 © 2016 Millward Brown Digital. Source: TNS Connected Life Study

5248 4159

Prevalence of research and openness to brand within category

46545645

6041 4654

Pre-purchase research %

Open vs. decided before shopping %

Did not research Researched

Open Decided

Open shoppers are those open to the brand they buy – they are either shopping with no brand in mind, have more than one brand in mind, or are open to changing their mind on during their purchase journey. Decided shoppers are those who have made up their mind before starting their purchase journey.

Automotive Technology Travel Baby care Financial services Personal care Hygiene products

5743

Prevalence of research and openness to brand within category

89 86 85 81 7451 42

11 14 15 20 2649 58

Allocating budget based on actual consumer behavior: Electronics

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We discovered the shopping journey is different for each segment, even within a category, providing opportunity to allocate resources on the most influential touchpoints for each

segment.

Finding: Tablet shoppers rely heavily on search, specifically non-branded search, during the early stages of the research process. Business impact: The client reallocated search spend towards non-branded tablet terms.

Finding: Convertible consumers are more likely to rely on third-party review sites during the research process.

Business impact: The client worked to increase its partnerships with review sites to better showcase its convertible products.

NON-BRANDED SEARCH

REALLOCATED SEARCH BUDGET

REVIEW SITES INCREASED

INVESTMENTVS.


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11% 34% 23% 25% 6%

Are we all ready? Confidence in understanding of consumer

journey

Very confident Somewhat confident Neutral Not very confident Not at all confident

© 2016 Millward Brown Digital. Source: Millward Brown Digital’s Getting Digital Right 2016.

31% Not Confident

11% Very Confident

B2B

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2. Enhance the targeting triple play



So, let’s say you take a look at something online, like a dress…


Get this look!

ADVERTISEMENT

Get this look!

ADVERTISEMENT

Get this look!

ADVERTISEMENT

…and then it follows you everywhere you go online

22 © 2016 Millward Brown Digital. Source: Millward Brown Digital’s Touchpoint Activation report, 2015.

Using search actions by location to chart brand awareness growth

Tuesday 7am: Category Awareness

Thursday 8pm: “Activated” Brand Awareness

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Audiences prefer video ad content targeted to them by their interests

NEGATIVE POSITIVE NET (+ve minus –ve)

Your interests (passions, hobbies)

Type of brands you like or follow

Type of context (show, website)

Your demographic profile

Your web browsing history

+22

+15

+8

-5

-28

© 2016 Millward Brown Digital. Source: Millward Brown’s AdReaction: Video Creative in a Digital World, 2015

-21

-23

-23

-31

-47

43

38

31

26

19

-50 -30 -10 10 30 50

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When done correctly, consumers ARE receptive to ads

BASE: ALL ANSWERING BASE: OWN OR HAVE ACCESS TO DEVICE

© 2016 Millward Brown Digital. Source: Millward Brown’s AdReaction: Marketing in a Multiscreen World, 2014

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17

17

33Very/Somewhat Favorable (%)

41

46

42

68Pay At Least Some Attention (%)

25 © 2016 Millward Brown Digital. Source: Millward Brown Digital’s Touchpoint Activation report, 2015.

A day in the life of an online consumerTV goes on for half hour in the morning

90 minutes watching TV

While simultaneously browsing Facebook on mobile

And then checking email on mobile

4 minutes on Blogspot on PC

9 minutes reading news articles on PC

Searches for dinner recipe on PC

Pins the selection

2 minute work break to tweet

5 minutes watching a video on YouTube on mobile8 minutes browsing Facebook on mobile

While shopping on Amazon on PC

18 minutes watching YouTube on PC

18 minutes playing Candy Crush

Then checking Instagram on mobile

While listening to Pandora for 20 min. on mobile

15 minutes browsing Reddit on PC

18 minutes browsing Facebook on PC


Targeting needs to be multi-faceted

Gender, Age, Income, Marital Status, Children, Location

Online in General Number of Sites Visited Total Time Online Number of Days Online

Category Engagement Visitation to Brand Sites Visitation to Competitive Sites Visitation to Retailer Sites Brand Search Category Search Visitation to Research sites

The Bigger Behavioral Picture

Visitation to Non-Category Sites (like sports, music, fashion, adventure, etc.)

Gender Age Income Marital Status Children Location

TRADITIONAL TARGETING

ENHANCED TARGETING SCIENCE


But which brands have “permission”?

Who owns the relationship with the consumer? Which brands have “permission” for each part of the equation?

Brand Footprint

Mark Fields, CEO, Ford: We see…smart mobility…the connected car as it becomes part of the Internet of things

Apple hires former Tesla VP vehicle engineering to work on "special projects" related to the tech giant’s electric car initiative (code-named Titan)


Would you buy a guitar from ExxonMobil? A 4x4 from Bose?

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3. Ensure it’s all working


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Unlock the power of data

© 2016 Millward Brown Digital. Source: Millward Brown Vermeer’s Insights 2020, 2015.

Know what data you

have

Link multiple

data sources

On-and offline

integration

Synergize behavioral

and attitudinal

Predictive, forward-looking


Measureable returns through the funnel

Total ROI Objective KPI’s Campaign Impact

Cost Per Consumer*

Consumers per Dollar Spent

TargetingEfficiency

+6,970,843 consumers $0.40 2.51

Aided Brand Awareness

+3,811,396 consumers $0.73 1.37

Site Visitation + 3,059,147Consumers $0.91 1.10

Penetration +20,561consumers $135.33 0.01

Incremental Sales $2,005,998 = $0.72 sales per $ spent on advertising **Total Advertising Spend $2,782,670


Complement findings with insights from across the path

Total ROI Objective KPI’s Campaign Impact

TargetingEfficiency

+6,970,843 consumers

Aided Brand Awareness

+3,811,396 consumers

Site Visitation + 3,059,147Consumers

Penetration +20,561consumers

Incremental Sales $2,005,998

Total Advertising Spend $2,782,670

Did these consumers cross-shop other brands?

How did “activated” awareness change from site to site?

What content on the site engaged visitors? How about buyers?

Did some of the consumers that did not buy on the site buy the same product elsewhere? Did they buy from a rival? Did they buy at all?

What to ask next…

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Critical media decisions


Optimize MeasureInform

Where will I reach my target audience?

Touchpoint Activation

What is my measure of success?Sales Driven OptimizationHow do I allocate my

media?Media Insights

Insights Driven Targeting

Who did my campaign reach?

Audience InsightsWas my campaign

effective?Brand Lift Insights

Consumer Behavior InsightsSales Insights

What behavior am I trying to change and

where? Path to Purchase

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Are we ready? Behavioral data will only become more important

© 2016 Millward Brown Digital. Source: Millward Brown Digital’s Getting Digital Right 2016.

90% Yes! [0% No!]

B2B

51% 39% 10%

Expected importance of passively collected online behavioral data in the next 3 years

Significantly increase Somewhat increase Stay the same Somewhat decrease Significantly decrease

35 © 2016 Millward Brown Digital. Source: Millward Brown Digital’s Getting Digital Right 2016.

40% Confident 46% Not Confident

B2B

11% 29% 14% 30% 16%

Are we ready? Confidence in organization’s usage of Big Data

Very confident Somewhat confident Neutral Not very confident Not at all confident


Implications & Readiness


Implications for Marketers It’s a customer-first world and the consumer has more control than ever before…but that also

means they’re revealing more

Demographics are an inadequate way to understand who your marketing is reaching

Align the mission of marketing (such brand-building vs. drive immediate purchase) with the investment by behavioral segment, position along the journey, and screen preference

Understand the varying path of the consumer journey, and group like paths together into segments that can more easily be evaluated to optimize high-value paths

Use digital behaviors in new ways, like tracking relative strengths and weaknesses of brand awareness (aka “activated” brand awareness)

Commit to obtaining holistic insights that not only explore the individual components of your marketing’s performance — such as audience, brand lift, consumer behavior insights — but tell the complete story across delivery and impact

Be Brave: consider the goal and make the call, then measure success and refine

B2B


Let’s review our readiness…

very confident they understand consumer journey

confident in their organizations’ use of data

expect passively-gathered behavioral data to become increasingly important

11%

40%90%

11%

40%

B2B

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Behavioral OROGENYNoun: the process of mountain-making or upheaval

A mountain of data An upheaval in what we’re doing with it


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Lincoln MerrihewSVP-Client Services

[email protected]
