New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Viral video, LinkedIn targeting and BrandIndex Buzz Rankings

 

Academic research reveals the “ABCD” of viral video

Academic Insight; Social; Market Research, Metrics & Data;

A psychographic segmentation could help brands master the science of going viral.

The researchers applied a new technique, sentiment analysis, to classify consumers by their strength of feeling towards an ad or brand by analysing their social media activity. They propose that this approach predicts the chances that they will share video content, enabling marketers to engineer viral campaigns by targeting the right people at the right time.

The four segments they uncovered are “Active”, “Brand-fanatic”, “Content-hungry” and “Dormant”, referred to as an “ABCD typology”. The findings appear to show that these are distinct groups with different balances of feelings towards content and brands on the one hand, and attitudes and intentions towards sharing on the other.

They identify the “Active” segment as the most important for “seeding” viral campaigns, as they are the most likely to pass on video content and so “drive the diffusion of viral ads”. This group has strong feelings towards both the video itself and the brand advertised, challenging the received wisdom that viral content needs to downplay brand information to promote sharing.

Read the original research in the Journal of Retailing and Consumer Services:

https://doi.org/10.1016/j.jretconser.2019.01.008  [40 minute read; article may be behind a paywall]

 

The sound of HSBC

News & Trends; Brand & Product; Business & Finance;

After refreshing its visual branding, HSBC is launching its first sound identity.

Named to reflect the bank’s brand promise “Together we thrive”, the musical piece comprises seven distinct edits to function across their 66 markets and a variety of contexts.

Global head of brand Andrea Newman commented that producer Jean-Michel Jarre, who created the work, had “absolutely cracked the brief” and that audio was the “natural next phase” of the ongoing brand refresh, despite being “unfamiliar turf”.

Consumers will start to hear the identity when they call contact centres and it will then start to appear in apps, marketing broadcasts and TV ads.

Read the original article in Marketing Week  [5 minute read; article may require registration]

 

Gillette’s Purchase Intent Scores rise

News & Trends; Advertising; UK; Retail & Consumer

YouGov data suggests Gillette’s divisive advert has had a positive impact.

Marketers will have been unable to ignore the controversy over Gillette’s recent ad spot from Grey, “We Believe: The Best Men Can Be”. There has been plenty of comment for and against the campaign, but now YouGov data reveals its impact on the UK public.

YouGov BrandIndex data shows that, while there has been a drop in Gillette’s net Buzz score, there has also been an increase in positive noise about the brand. But these movements may just reflect press coverage.

Drilling down to look at Purchase Intent Scores suggests a positive impact on consumers. 7% named the brand as their first choice for future health and beauty purchases, a five month high, while 33% of those who would consider buying it rated as their first choice, up 13% from December.

Read our full analysis here [4 minute read]

 

LinkedIn launches new targeting feature

News & Trends; Social;

Interest-based targeting arrives on the professional network.

Advertisers on LinkedIn are now able to use over 200 professional interest categories to target messaging via the Campaign Manager tool. The categories, which include topics like artificial intelligence, global economy and customer experience, are matched to users based on the content they like and share on the platform.

Jae Oh, senior product manager at LinkedIn Marketing Solutions, explained that the new targeting function could help marketers build brand awareness and reach potential customers who have demonstrated an interest in content related to their product or business.

Read the original article in Adweek [3 minute read; article may be behind a paywall]

 

An end to “the-cat-and mouse game” with malware advertising?

News & Trends; Digital & Martech;

New technology promises to find and block new threats in real time.

Malvertising, where bogus adverts carrying malware are inserted into ad networks and appear on webpages, is a significant issue in the ad tech ecosystem. This week Clean Creative, a start-up headed by a former svp of publisher platforms at Oath, has launched an innovative solution for its initial roster of 30 publishers

It is meant to be an improvement on current systems based on blacklists of known threats, which can be easily worked around with small alterations to the malware’s code. Instead Clean Creative continuously monitors the code executed in ads to detect unusual activity like pop-ups or redirects.

It then blocks any new malware it finds and adds the offending code to its library, enabling similar threats to be prevented en masse. Tackling malvertising would be a big boost to publishers as it can ruin reading experiences and, since consumers rarely report it or complain, the scale of the impact isn’t clear.

Read the original article in AdExchanger  [5 minute read]

 

Advertisers enjoyed record demand and new features on Amazon this Christmas

Expert Advice; Digital & Martech; Advertising; Retail & Consumer;

Insight from digital marketing firm Merkle picks out the key takeaways for brands.

Amazon recorded its biggest ever shopping day on Cyber Monday 2018, with advertisers benefiting from the high demand throughout the holiday season. This analysis piece breaks downs the lessons to learn for next year.

A gift buying mind-set appeared to spill over into non-gifting categories through November and December, showing opportunities for all brands at that time of year. Sponsored Product ads accounted for most of the ad spend, reflecting their 51% higher sales-per-click performance compared with Product Display.

Advertisers’ interactions with Amazon also went well. New features for running campaigns were added in November and advertising copy was approved faster than before. The only downsides were that new features were launched too late to plan properly for many, and there is still no way to track and adjust intraday performance and spend.

Read the original article in Marketing Land [5 minute read]

 

Customer experience now trumps efficiency in US B2B firms

Thought Leadership; Customer;

A report into technology priorities suggests that marketers are being listened to.

Carried out by sales software provider FPX, the research found that US B2B firms are focussing their digital transformation efforts on customer experience, when previously their priority was internal efficiency.

The findings seem to be based around the belief among most respondents that B2B buyers “want the ability to research products and receive quotes without ever speaking to a sales representative”. 93% of those asked agreed, explaining why digital customer experiences were given precedence.

This shift in attitude is in line with B2C approaches and surprised the researchers, who expected to find that “most organizations want to focus on internal processes when undertaking a digital transformation”.

Read the original article in MarTech Today [4 minute read]

 

Netflix dominates 2018 YouGov BrandIndex Buzz Rankings

News & Trends; Customer; Market Research, Metrics & Data

The streaming service was a star performer with consumers on both sides of the Atlantic.

Netflix claimed the top spot in the US and second in the UK. The rankings are calculated from Buzz scores recorded each week last year, which measure if people have heard anything positive or negative about a brand in the preceding two weeks.

In the US it outperformed almost 2000 other brands tracked with an average score of +33.0, while in the UK it displaced Lidl from second place with an average score of +16.4, the first time that discounters Aldi and Lidl haven’t made up the top two in five years.

See more of the US and UK and results and analysis [both 5 minute reads]

 

Opinions expressed in this article are those of the original authors and not necessarily YouGov

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