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

Personalised pictures, neuromarketing and a new low for public perceptions of advertising

 

Matching pictures to personalities could boost the effectiveness of digital ads

Academic Insight; Advertising; Digital & Martech;

Machine learning can be used to personalise images using the Five-Factor personality model.

Choosing the right images is a key part of digital marketing as they can be more effective than text at grabbing attention and forming first impressions. Previous research has already managed to assess the general aesthetic appeal of pictures and even to match the right images to audiences with different demographic characteristics like age and gender.

But this study goes a step further and investigates personalising images to consumers with different psychological attributes, using the well known Five-Factor personality model. The authors report that they were able to predict how a particular image would appeal to people with different personality types, that this personality matching increased the positive impact of an image and, crucially, that this effect spilled over into improved attitudes and even purchase intention for the brands and products using them.

This insight could allow marketers to optimise their digital content by choosing the most effective visuals for different segments of their audience. But, the paper explains that the impact is fairly small, and marketers would require the data to assess the personality features of both a selection of images and their target consumers, and the process would need to be automated to add value at scale.

Read the original research in the Journal of Consumer Psychology: 

https://doi.org/10.1002/jcpy.1092 [45 minute read; article may be behind a paywall] 

 

Traditional theories of how advertising works still have value

Academic insight; Market Research, Metrics & Data; Advertising;

New technologies have transformed advertising practices but haven’t changed how it works.

Drawing on research presented at a recent academic conference, this paper starts by acknowledging that new types of media have made advertising more interactive, more flexible and more targeted than it ever was and have implications for researchers.

But it argues that the distinction between so-called traditional media and digital channels is often blurred and asks, when marketers are trying to judge how and if their tactics are working, can they still draw on concepts and theories built up before the digital age?

Its assessment is ‘yes, but not always’. The author urges practitioners and researchers alike to look to existing ideas about how ads work before creating brand new explanations.

Read the original article in the International Journal of Advertising:   

https://doi.org/10.1080/02650487.2018.1493825  [20 minute read]

 

A new estimate increases the value of the global marketing industry, for now

News & Trends;

Research by Redburn and PwC puts the sector’s value at $1.7 trillion, much higher than previous figures, but suggests a slump for 2019-2021.

The headline number is based on a survey of spending on paid and digital media, owned media, paid promotions, sales promotions and investments in relevant technologies from 120 senior executives.

But there is churn underlying the total. The study found that paid media spend was down year-on-year, with more budget directed towards owned media and marketing technology. Similarly, there was a shift from brand marketing to call-to-action activities.

This could be troubling news for agencies. Redburn’s Bianca Dallal commented that “as budgets shift away from paid media, the reliance on intermediaries falls, with negative implications for traditional agencies.”

Read the original article in The Drum [3 minute read]

 

UK public favourability towards ads reaches lowest ever 25%

News & Trends; Advertising; Market Research, Metrics & Data; UK;

A report from industry think tank Credos prompts plan to rebuild trust from senior marketers.

The finding continues a long term decline in public perceptions, which started at 48% favourability when the tracker began in 1992. Credos used a combination of qual and quant methods and not all the results were negative.

Positive attitudes “slightly outweighed” negative ones in a factor analysis and less than a third of those surveyed were actively unfavourable towards advertising. But participants also reported feeling bombarded by obtrusive and irrelevant messages and expressed concern that vulnerable groups were not adequately protected.

The president of the Advertising Agency, Unilever’s Keith Weed, said in response that “Without trust, advertising has no future” and outlined a five point plan, including raising consumer awareness of the industry regulator the Advertising Standards Agency and data watchdog the Information Commissioner’s Office.

Read the original article in Research Live [6 minute read]

 

Global Digital 2019 reports show social media usage continues to rise

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

Data from Hootsuite and We Are Social shows 3.48 billion people use social media, for an average of 2 hours 17 minutes per day.

More than three quarters of the world’s internet users are on social media. The total number of users is up 9% on last year. Of those, 3.26 billion use social on mobile devices, an increase of 10%.

Refining the figures to look at the proportion of the adults above 13, the “eligible penetration” of social platforms is around 58% globally, rising to above 70% in some regions including North America, northern Europe and eastern and south-eastern Asia. Time spent on platforms is only just up from 2018, but 40% higher than in 2014.

There is also data on age profiles of users and the popularity of different platforms: Facebook is still on top and growing monthly active users, while Twitter lost 4 million last year.

Read the original article and more statistics at Hootsuite [10 minute read]

 

Digital transformation trends will make CMOs more important

Thought Leadership; Digital & Martech; Customer; PR;

Brian Solis and analysts from Altimeter map trends including the expanding role of top marketers.

They predict that an increasing number of digital touchpoints for brands will take the CMOs scope beyond a traditional top-of-funnel focus. The growth in data from more digital interactions, paired with powerful real-time analytics will allow marketers to intervene and add value throughout customer lifecycles, bolstering marketing’s role and respect in the c-suite.

Also covered is the Internet of Things’ potential use as a marketing channel. One analyst argues we should expect to see connected devices or the apps needed to control them delivering targeted messaging to owners. There will be challenges for marketers in integrating data from products with existing records but the systems to incorporate this will arrive.

Touching on PR challenges, communications strategist Shel Holtz is referenced, saying that the “we can do better” response of tech firms to data breaches has become the equivalent of the cliché “thoughts and prayers”. The authors argue that this will change in 2019, with marketers and PRs at tech companies leading big public campaigns to restore trust.

Read the full set of predictions at BrianSolis.com [15 minute read]

 

Analyse the right hashtags to find B2B influencers

Expert Advice; B2B; Social;

Good candidates fit a distinctive pattern of social media use that could help brands find them.

The use of influencer strategies is much less common among B2B than B2C brands. But because B2B purchases typically involve agreement from several people in a business, influencers could offer marketers a head start by creating broad awareness of a product, removing one hurdle in the selling process.

However, an ideal B2B influencer has a different profile from B2C equivalents and identifying them can be a challenge. Whereas B2C influencers need popularity and reach, B2B marketers are looking for authority and expertise. Good examples are often conference speakers, authors or thought leadership bloggers, and tend to have small but highly connected followings.

This article presents analysis of hashtags from B2B trade shows to suggest some ways of identifying prospective influencers by their social media activity. It recommends looking for people that use the hashtag of a relevant industry trade show or event and have a higher than average following, that post across several different platforms and comment on more than one event in a given sector or industry.

Read the original article at Marketing Insider Group [10 minute read]

 

Neuromarketing technology measures emotional impact on the body

Thought Leadership; Digital & Martech; Advertising; Market Research, Metrics & Data;

Developments in this new field could drive improvements in marketing effectiveness.

Despite having access to a range of metrics, marketers struggle to measure one of the things they most want to achieve with consumers – the emotional impact of their messages. This article profiles some emerging technology that gets us closer to achieving this, part of a field called neuromarketing.

Neuromarketing tries to use easily measurable changes in the bodies of consumers to get signals of their emotional engagement while exposed to marketing content. An example of this technology is the INBand produced by Immersion Neuroscience. A sensor in an armband is used to track the activity of a nerve that controls heartbeat. This gives a measure of Oxytocin, a neurochemical associated with the empathy and resonance marketers want to create.

Comparing neuromarketing with existing metrics of engagement has yielded some surprising results. Immersion found in a test that their rankings of responses to Super Bowl 2018 ads were almost the opposite of a self-reported measure of engagement, USA Today’s Ad Meter.

Read the original article at hubspot [6 minute read]

 

Returning to heritage designs is not a “one size fits all” approach to rebrands

Thought Leadership; Brand & Product; UK;

Broader brand strategy and the reality of today’s market should inform design choices.

In any rebranding exercise, marketers and brand managers face a choice between drawing on the past and starting again, according to this analysis piece. Using past designs can leverage brand equity against disruptors, but shouldn’t be seen as a means to an end.

The Co-op and John Lewis & Partners are presented as examples of effective uses of older identities. Co-op’s revival of a logo from 1968 helped signal a return to its traditional values after a period of poor performance and PR problems. But brands also need to consider if historic designs fit with their current values or are suitable for modern use.

And sometimes a refresh is a business imperative. HP is cited as a case study of a brand that had to adopt a new, innovative approach to break away from negative perceptions with the public.

Read the original article in Creative Review [12 minute read; article may be behind a paywall]

 

TfL’s diversity competition prompts debate about “the right reasons” for campaigns

Thought Leadership; Brand & Product; Advertising;

This comment piece argues that brands shouldn’t need rewards to be inclusive.

Holland & Barrett won Transport for London’s “Women We See” gender diversity competition last week for its Me.No.Pause campaign, with a prize of £500,000 worth of free digital and OOH space across the transport network.

The author praises the work from agency Pablo which aims to tackle the taboo around the menopause and portrays a diverse group of older women. They state that Holland & Barrett would have made this campaign anyway, but question how many of the other 90 entrants will go on to fund their pitches for the award.

TfL’s customer director Chris MacLeod is quoted suggesting that a lack of inclusive advertising is not a result of prejudice on the part of brands but rather nervousness around whether choosing potentially controversial topics is “good for business”, and hopes that the award will “demonstrate it can be.”

Read the original article in Marketing Week [4 minute read; article may require registration]

 

 

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

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