Documentos de Académico
Documentos de Profesional
Documentos de Cultura
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Fig. 3: Go away
43% of ‘Connected
Consumers’ globally
agreed: “Completely object
to the idea of connected
devices monitoring my
activities, even if it makes
life easier”.
The disconnect between some Challenges this context 43% of people agree:
businesses and consumers is so presents for brand owners:
strong that momentum seems “I completely object to
to be taking the two groups in How does a brand best navigate the idea of connected
entirely different directions. While this environment? Should a brand
the delicate balance between data balance its interests with those of
devices monitoring
usage and exploitation is perhaps its consumers? And if so, how? How my activities, even if
a more natural dynamic in B2B are brands to know what consumers
worlds, similar adversarial tactics now will pay and stay for? How do
it makes life easier.”-
pervade the B2C realm. Businesses established brands and consumers Connected Life 2017-18
are staking out defensive positions, efficiently renegotiate a satisfying
governments are stepping in to value exchange? How much of a
regulate, and consumers are showing dialogue should there be? How does
their dissatisfaction through outrage, a brand engender confidence and
boycott and litigation. Although not trust in consumers in an environment
all brands are to blame for creating of scepticism and scandal? What will
this situation, all brands will be determine which brands survive the
scrutinised. The modern consumer- trust inquisition? What impact will
brand relationship has been blown brand presence on a given platform
wide open for re-examination. have on its reputation?
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perceptions of brands.
+3.9%
12.8 13.3
2008 2015/16
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Context: Algorithmic
identity crisis
Too many businesses are blinded by Fig. 6: Disruption- algorithmic identity crisis
data, allowing algorithms to dictate
consumer interaction, including the
frequency of contact. Consumers
are frustrated by ‘programmatic
stalking’, with 56% saying they often
see online ads for products they’ve
already purchased (DIMENSION
56% of ‘Connected
2018). Further consumer irritation
Consumers’ globally
from ‘algorithmic overfit’ results in
agreed: “I often see online
72% saying they see the same ads
ads for products they’ve
over and over.
already purchased”.
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78%
77%
77%
77%
76%
75%
75%
72%
72%
72%
69%
66%
to the rise of adblocking. According to
65%
65%
62%
61%
Kantar Media, over 20% claim to use
an ad-blocker all the time, citing poor
creative, lack of relevance, contextual
inappropriateness & inaccurate
chronology as key reasons.
Gift ideas
Movie
Product choice
Music
Events
Clothes
Health
Brand choice
Social campaigning
Home Decor
Not purchased
Holidays
Books
Politics
negative aspects of ‘always
on’ communications. However,
consumers also simultaneously
have been empowered by the
internet. Amongst other utility, it
has eliminated many informational
imbalances. Social media in * female sample
particular has enabled the breakdown
of these barriers. Consumers are able As discussed above trust is an
to access information and opinions important context impacting
across more categories than ever all brands. Today even the most
before... But while the availability elemental aspect of online
of information and the context of transparency — say, if a social
interactions have changed (online), influencer’s endorsement is a result of
the rules of interaction remain compensation or not — is a continued
the same. cause for consumer scepticism.
35% of ‘Connected
Consumers’ globally
agreed: “Most of the
information on social
media is unreliable”.
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“Most of the information on social Fig. 9: The impact of hearing about ‘fake news’ on trust in politics and election
media is unreliable”, say 35% of coverage on platforms used (UK)
global internet population according
to Connected Life 2017-18. In Social media 58 32 10
countries like Australia, UK, US and
Online only news outlets 41 49 10
Sweden this increase to 50%+.
Messaging apps 57 30 13
Social Media – more so than any other
Average across mainstream media 24 59 18
digital platform has a significant
trust issue to overcome. Kantar’s Television news bulletins or programmes 21 64 15
Trust in News study from late 2017
News source %
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Be more…
The blurring of physical and digital In 2018 the rules of engagement
boundaries, the ever-present nature are beginning to re-establish in
of communication, the rapid pace of part because of the impact of
technological change, the massive GDPR; in part in reaction to recent
volumes of content being produced, censorship controversies, privacy
and the misguided supremacy of issues, hacker data breaches, and
data over decorum guiding other infringements. Brands will need
interaction, make digital marketing to be careful to not ‘overstep their
today frustrating for consumers welcome’, lest they continue to risk
and marketers. favour and market share. Brands
need to re-examine their relationships
More importantly it’s inefficient. with people — what the brand stands
Investment is wasted on ads that for, how they present themselves,
are a nuisance, poorly articulated what they say, how they say it, and
content that is viewed suspiciously, how they behave. But there’s hope.
and misguided customer service
interactions that are unfulfilling. Brands just need to learn to be
more… human.
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Humanising brands
While not precisely transactional, Brands are not exempt from the Human brands with high
human interactions do nevertheless natural ‘quid pro quo’ of rapport. emotional intelligence win.
have an organic value exchange. Like people, brands need to be
Friends fulfil each other’s often useful. The moment they are not, So, where does a brand start?
differing needs. One person may people will ignore them. Some With oneself! Technology has
derive value from the social company brands understand this. However, transformed how we engage with
of another, while that person may at Kantar we still see brands in- consumers. It has also amplified the
find value in the information and adeptly insinuating themselves into opportunities for inconsistencies to
advice shared. conversations with consumers. These come to the fore, so a clearly defined
brands quickly become the entity understanding of oneself remains
that ‘tries too hard’ and references core to great marketing.
themselves throughout an interaction
in an effort to try to raise their status.
Not only is this ineffective, it is often
counterproductive, leading
to resentment.
Brands just need to
When brands behave more like
learn to be more… humans in a more nuanced way with
human. appropriate intent, demonstration
of value, relevance, good timing and
emotion, they develop stronger bonds
with consumers.
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30%
more relevant
advertising
39%
discounts
44%
quality content
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Author
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What a brand says is dictated by Many brands focus on short-term This might mean real human
communications strategy, but how goals, e.g. category share-of-voice, responses within a short period of
it executes on that strategy — how it and miss the more important long- time, at the end of toll-free lines and
communicates and how it behaves is term objectives of brand equity and online. A ‘partner’ brand may present
best dictated by a brand’s market share. Brands with clear their strengths but may also show
emotive territory. emotive expression have greater vulnerability and admit to mistakes.
consistency and tend to avoid Such brands would be unlikely to
When brands drive consumer bad manners mistakes. Kantar heavily edit their social media feeds.
interactions and experiences from TNS NeedScopeTM program, which
a defined emotive territory, they serves as a guide to help businesses A big part of being human is being
are more likely to communicate make sense of the myriad of brand empathetic and appreciating the
and behave in a consistent manner experience options, has identified a perspectives of others. Brands that
across touchpoints. This gives brands direct correlation between emotive select moments of interaction
consistent emotive articulation, consistency and market share. carefully and deliberately are likely to
which creates stronger bonds with Analysis shows that brands that have reap longer term advantages. Finally,
consumers, enriching the brand- high emotional coherence have twice brands will need to build human
consumer relationship. Regardless the market share of their competitors. trust though authenticity, openness,
of whether or not you think Apple transparency and follow-thru.
sell the best personal electronics To interact with consumers in the
products on the market, they do right moment, it can be helpful for
mindfully deliver a uniform emotive businesses to understand which of
brand experience across touchpoints, the different types of rapport makes
whether advertising, product design, strategic sense, based on a brand’s
packaging or in-store environment. emotive territory, heritage and
This is driven by connecting brand communications strategy. Is your
purpose to emotive promise and a brand ‘a friend’, a ‘hero’, a ‘mentor’,
focus on the dynamics that best align an ‘advisor’, a ‘partner’ or a ‘lover’?
with the brand in type, tone, timing, A brand that acts like a ‘friend’ is
intent, relevance and expression. going to permit people personal
access to them.
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Critically, channel and programmatic This serves to emphasise the Researchers concluded that brands
strategy must also align with a importance of ensuring that the that use human language (e.g. not
brand’s emotive territory and introduction of artificial intelligence, just functional words) in their social
communications strategy to e.g. chatbots etc., must align to the media posts showed a very strong
create a holistically consistent brand’s emotive territory to correlation with the ad campaigns
experience. When an otherwise ensure they consistently improve that had better outcomes in metrics
adept brand executes contextually- customer experience. like brand saliency, associations
poor advertising for example at the and motivations. So, brands that
wrong time or in the wrong place, Saïd Business School, University of act human and get it right tend to
it is the equivalent of being an Oxford, carried out a meta-analysis also be the ones that have better
‘interrupter’, someone who chimes of 235 campaigns for 110 brands performing ads.
into a conversation with a non- running on Facebook and Instagram,
sequitur. The best that a person or using proprietary data from Businesses that listen as much as
a brand who makes this mistake campaign effectiveness polls carried they talk are not only rewarded with
can expect are blank stares and a out by Kantar Millward Brown. They more effective touchpoints, but
redirect. The worst is social exclusion then conducted natural language organisations that have a customer
or retribution. Unsubscribing processing analysis on the same experience focus that includes the
audiences and negative social media brands’ own posts on Facebook emotional, also benefit from
is counterproductive. and Instagram. better innovation.
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More personable
Less functional
Case Study
In 2004 LEGOTM, the Danish plastic However, it was these groups that They established product
toy block maker, suffered its first reminded the brand what they were competitions where the winner’s
ever quarter of negative growth. about. With a new-found purpose the design was produced by LEGOTM.
Thinking it would bring in new brand stopped manufacturing the The brand benefited from greater
customers, the business pursued a easy-to-build, directive sets with strength in the innovation pipeline
strategy of co-branding with movies few pieces and poor cross product and returned to positive growth.
and comic books, producing play compatibility, and instead began Why? Because they had rediscovered
sets that required little construction. supporting LEGOTM fans. Tapping their brand purpose.
Unfortunately, this betrayed the into the passion and dedication of
brand’s purpose and emotive promise this groups, LEGOTM realised the
— to inspire the creative builders best strategy would be work with
of tomorrow. As a result, alienated them cooperatively, as an informal
core users splinted off into their own thinktank. The brand created prizes
independent communities. and even positions within the
company for people from
the community.
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Benefit of synergy
When brands are emotively (and Fig. 17: Integrated & customised campaigns benefit
functionally) consistent across
touchpoints the benefit is synergy,
157
where interactions deliver greater
impacts than the sum of their parts. 131
Global analysis from the Kantar
100
Millward Brown CrossMedia database
for AdReaction shows that integrated
campaigns are 31% more effective
at building brands. Campaigns that
are both integrated and customised
are 57% more effective. Brands need
to keep an eye on the bigger picture,
understand the experience that their
communications ecosystem creates
and use synergy to their advantage.
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Counterintuitively, technological
developments bring a greater
emphasis on brand. We already
see evidence for greater trust in
smaller, niche brands in some
developed markets which may deliver
better-designed, personalised and
predictive experiences. The size and
scale that once delivered rewards
to multinational organisations may
soon no longer be an advantage
as business growth becomes more
driven by concepts of demand and
less the logistics of supply.
Lead Author:
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About Kantar
Kantar is one of the world’s leading data, insight and consultancy For enquires:
companies. Working together across the whole spectrum of research and kantar@axicom.com
consulting disciplines, its specialist brands, employing 30,000 people,
provide inspirational insights and business strategies for clients in 100 www.kantar.com
countries. Kantar is part of WPP and its services are employed by over half
of the Fortune Top 500 companies.
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