Ten Trends Of Advertising In 2011

I have seen such a sentence that human beings spend less than 1/3 of their time in "now" and most of their minds are focused on past actions or contemplating the future. From a forward-looking perspective, Ipsos ASI believes that the current trend we observe is of practical significance. These trends are related to marketing, communication, or advertising research. We hope you will be interested in this and help you. We hope that it will help you make better planning for your success.

Which is the most important thing to look at? Marketing When communicating trends, every theme seems to blend with other themes. Therefore, it is difficult to separate individual themes, define the starting point of a topic and the end of another theme. How long is this line?

We are not simply sharing these ten trends. We hope to introduce you to our thoughts by introducing some of the changes we have observed.

The importance of emerging or "fast growing" markets will continue to grow, and advertising and advertising research market business will grow at a two digit rate, while the growth of developed countries will be about 4~5% (except for unforeseen crises).

IMPLICATIONS: multinational / regional marketers may wish to increase investment in these markets to ensure that they have sufficient resources and insights into these markets to achieve optimal growth. This means that market research companies must have strong teams and research solutions that meet these emerging market operations and budgets.

The evolution of Internet (digital) marketing and consumer online activities will accelerate significantly.

Some people may be the first to use digital advertising and start learning in this field (they need to learn and adapt quickly), while others will make more digital activities based on past experience. Internet search will continue to grow, and banner ads may be replaced by more advanced online methods, such as video, online TV advertising, embedded advertising, mobile advertising and more dominant social networking.

Meaning: marketers may wish to invest in research funds, better understand how online activities help them improve their business (which means more effective than other means), how to optimize online marketing activities according to their goals, and online activities throughout the whole process. brand The role of all points of contact.

In the Ipsos ASI BrandGraph*360 database, we find that all kinds of digital activities can play a significant role, but they usually lack the rate of penetration. We note that in the overall omni-directional marketing campaign, when online activities are combined with traditional marketing activities, they are most effective. Consumers seldom experience online activities, so we need to plan our marketing activities accordingly.

With the continuous integration of marketing contacts, the boundaries between media forms and content are increasingly blurred: the integration of three screens (television, computers and mobile devices), the merging of content and media (such as YouTube), and the easy access of print media to the Internet. Moreover, consumers have greater choice of where and when to access content. The importance of TV advertising has not dropped, but it will evolve with the use of PVR, online TV and mobile access TV programs.

Meaning: marketers should plan their creative content and media plan as a task rather than two separate ones. function )

Marketers may also want to evaluate the creative multimedia platform at the beginning of the creative development process.

The "frequency" component of GRP may decrease, and advertisers should pay more attention to the importance of arrival rate as the number of creative changes becomes more frequent.

Advertisers should make overall plans, including all brand contacts. The most significant subdivision target is brand user vs. brand non users. In our BrandGraph*360 database, we find that there are significant differences between different contact points in targeting the two groups of target audiences. These differences are much larger than those by age, sex or psychological statistics.

With the evolution of contact points, the concept of excellence that can adapt to integrated marketing activities is becoming more and more important. We found in ASI database that "creativity" can explain the difference of 75+% in marketing activities. With the role of online social networking, brilliant ideas can drive strong viral consumer activities. We found that word of mouth (mouse stele) usually performs better than the paid media in the contact point combination. Excellent creativity is one of the driving forces of word of mouth.

Meaning: because ROI is several times more than ordinary creativity, advertisers should try their best to create and utilize outstanding creative content. The opportunity cost equals (if not more than) the cost of the entire media budget.

Thinking (questioning) the process of creative development. Can the process develop the best ideas? Or does the process need to evolve under appropriate incentives to achieve the desired results? {page_break}

Our gradual understanding of consumer irrationality, brain working principles and behavioral economics is a trend related to the development of brilliant ideas. If you haven't read Dan Aliri's book of foresight irrationality, we strongly recommend this book! People can easily understand that the consumer insight behind brilliant ideas may not be so rational or can not be seen in product characteristics.

Meaning: in some products with high similarity, the role of emotion and human values is becoming more and more important for brand management. Marketers may benefit from better understanding or even measuring the emotional connections produced when people use a brand. Our ipso ASI "Emoti*Vators" database can prove this.

In addition to consumer orientation, we also find a trend that is beneficial to retailers, which is reflected in their "private label" or "private brand" influence and sales growth. This trend is common throughout the world.

Meaning: in the Equity*Builder database of ipso ASI, we found that the success of its own brand led to a decrease in the brand relevance of the manufacturers.

We find that the relationship between brand price and its market share is very small from the Equity*Builder database. We do not recommend that manufacturers place their brand success in the reduction of pricing. The most important thing is the value of products, which can enhance brand attractiveness through innovation or shaping emotional ties, and then manage them more reasonably. This provides necessary support for "relevance".

Manufacturers can try a variety of distribution channels (such as: online, brand stores, flash stores, etc.).

From the perspective of market research, we feel that some trends are worth pondering.

In addition to integrating media + creative planning, a wider range of consumer media research is on the rise. This is a media planning study that goes beyond media consumption and audience rating (rating). This involves deepening understanding of the working principles of all contact points and how to help marketers plan their integrated marketing plan better.

Implication: marketing research departments may want to explore solutions to get better media insights. In our database, we find that there is a significant difference between media consumption and the effectiveness of the same media. For example, older Americans spend more time watching television than teenagers. However, young people tend to have higher memories of advertisements (with less time to watch television) and are more affected. In the final analysis, media planning based on media habits and consumer behavior is not an effective and effective way of media planning.

The cost of interviewing respondents is rising because it is difficult to contact the representative and useful consumers as acceptable quality samples.

IMPLICATIONS: buyers of research may wish to consider a smaller sample size to save their budget.

Respondents with lower quality can be considered as long as the findings are "generally correct".

More passive observation data acquisition methods can be considered.

Consider more qualitative research methods (group discussions, ethnography, online communities, etc.).

The demand for measuring return on investment, ROI analysis and marketing activities and sales continues to grow. We find that interest in "Market Mix Modelling" (MMM) is extending from the us to other smaller economic markets.

Implication: buyers of market research may wish to use a more economical and simpler research solution to achieve the information and value that MMM can provide. Please contact your ipso ASI contact to learn more BrandGraph*360!

These are the nine points for discussion. I think it is necessary to add a perfect ending for the ten major trends. The last trend is to point out that consumers are constantly changing.

The average age of many countries is increasing, while we find a large number of consumers under 18 years old in other countries. In some markets, we find that immigrants have great influence, while others are "Westernized". But in almost all markets, we have observed that the power of consumers is growing.

Meaning: consumers are becoming disloyal, and they are guilty of disloyalty, trading mode no longer exists, instead of relationship and experience mode. We see individualism increasingly popular, and despite social networking, people spend less time on "personal" social networking. Personal care (Health) declined as time went on. Consumers are becoming more "on demand". In short, consumer goals are changing at an unprecedented speed. This requires more extensive research and insight. This may be the reason why Market Research and information services industry continues to grow faster than the faster they are based on.

This is the trend we have seen and our interpretation of its meaning. However, if you have different views, we welcome it very much. We also hope to discuss with you further, and share with you our thoughts and lessons learned.