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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
4 © 2016 Millward Brown Digital.
Attention is a precious resource
5 © 2016 Millward Brown Digital.
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.
© 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
© 2016 Millward Brown Digital. 10
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
© 2016 Millward Brown Digital.
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.
© 2016 Millward Brown Digital.
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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
© 2016 Millward Brown Digital.
20 © 2016 Millward Brown Digital.
So, let’s say you take a look at something online, like a dress…
© 2016 Millward Brown Digital. 21
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
18
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
© 2016 Millward Brown Digital. 26
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
© 2016 Millward Brown Digital. 27
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)
© 2016 Millward Brown Digital. 28
Would you buy a guitar from ExxonMobil? A 4x4 from Bose?
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3. Ensure it’s all working
© 2016 Millward Brown Digital.
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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
© 2016 Millward Brown Digital. 31
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
© 2016 Millward Brown Digital. 32
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
© 2016 Millward Brown Digital.
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
36 © 2016 Millward Brown Digital.
Implications & Readiness
© 2016 Millward Brown Digital. 37
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
© 2016 Millward Brown Digital. 38
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
© 2016 Millward Brown Digital.