This is a story about change. Humans have a very linear perception of how things evolve: we believe things will change at broadly the same rate. The truth is, things have never changed so fast before… and will never change so slowly again. Even the concept of Moore’s law, where processing power doubles every 18 months, has been declared redundant by MIT. The truth is, technological change is exponential. Which means that we have to adapt ever faster to make our marketing communications more in step with consumer behaviour. Continue reading
Kantar Millward Brown’s AdReaction: engaging Gen X, Y and Z study reveals vital insights into how marketers should use mobile, explains Jane Ostler, Managing Director of their Media & Digital practice.
Marketing communications are undergoing a seismic shift. Brand messages are slowly but surely moving away from the ad break and deeper into consumers’ lives, with much of this driven by the combined influences of younger audiences and mobile device usage.
AdReaction reveals that 74% of Gen Z (16-19 year olds) globally spends more than an hour a day on mobile devices, more than any other generation.
In this world of declining ad receptivity, brands must find new ways to reach consumers beyond the confines of traditional advertising, and need to use mobile in more creative ways than ever before. Continue reading
Today we find ourselves in a market centered around the seller, rather than the buyer. Innovation is mainly being led from the sell side, be that from the walled gardens, the mobile SSPs or the DSPs. There are a limited number of options available for the agency and brand, outside of the ad servers and verification companies.
We all know that the advent of smart phone technology has been the eureka moment for mobile market research. Not only can marketers now scale up sample sizes with ease, they can do so without losing the depth and richness of the data collected. However, what many mobile marketers may not know, is the true value smart phones offer as a window into the customer journey itself – and the unprecedented level of insight that’s now accessible as a result.
Understanding the customer journey – including how they hear about, investigate, compare, try and ultimately buy (or nearly buy) goods and services – is a key part of effective marketing, and the way we research it is central to developing a winning strategy. Until now, mobile customer journey research has always relied on the marketer to drive the process: posing questions and setting tasks. However, new developments in smart phone-based research are set to completely turn this on its head.
Chasing real, unaffected insight
An important factor to consider when looking at conventional mobile research, is that the presence of the researcher has the potential to distort participant outputs – not only by guiding and inadvertently shaping them, but also by relying on over-rationalised memory. So, what would happen if we removed the researcher from the equation? The answer is a more natural – and real – insight into customers’ journeys.