Breaking the Marketing Code in the Era of Media Breaking the Marketing Code in the Era of Media Convergence

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  • Breaking the Marketing Code in the

    Era of Media Convergence

    Ryan Li

    Deputy Director

    CTR Media & Consumption Behavior Research

    September 16, 2015 Shanghai

  • How best to Integrate Offline and Online Data

    in the era of Media Convergence?

    Questionnaire data

    CNRS-TGI whole year data

    Annual sample size: ~100,000

    Projected population: 180 million

    Metered data

    Continuously metered online behavior

    of Internet users recruited from

    amongst the CNRS-TGI samples

    CNRS

    CLICKSTREAM

    Focus on offline media habits, consumption and

    lifestyle data

    Focus on PC and mobile network clickstream data

  • TV Radio

    Newspaper Magazine

    Internet Cinema

    Other new

    media

    OOH

    200+ product

    categories / 6000+ brands

    220+ lifestyle

    360° Consumer Research + Internet Clickstream Monitoring

    Demographics Media Habits

    Product Consumption Lifestyles

    Metered Data

  • Rich PC Website Clickstream Metrics

    Overall

    Category website

    Specific

    website

    Clickstream(PC meter)

    Metrics

    Reach

    Visited in past 4 weeks (P4W)

    Visited in past 7 days (P7D)

    Visited yesterday

    Frequency # of days visited in P4W/P7D

    Frequency of visits in P4W/P7D/yesterday

    Duration

    Effective time of visit in P4W/P7D/yesterday

    Effective time per visit in P4W/P7D/yesterday

    PV Page views in P4W/P7D/yesterday

    Page views per visit in P4W/P7D/yesterday

  • APP

    Overall

    APP Category

    APP Specific

    Clickstream(APP )

    Metrics

    Reach

    # of App users in P4W

    # of App users in P7D

    # of App users yesterday

    Frequency

    # of days launched in P4W/P7D/yesterday

    Frequency of launches in P4W/P7D/yesterday

    Duration

    Effective time of use in P4W/P7D/yesterday

    Effective time of use per launch in P4W/P7D/yesterday

    Rich APP Usage Metrics

  • Core Values of CNRS-CLICKSTREAM

    all media exposure

    both online and offline

    The only single source database with metered data

    for PC & mobile

    Inherited in full the powerful

    lifestyle statements from CNRS-TGI

  • A Case Study

  • Background

    Issue

    Client’s need

    • Market demand for SUV continues to heat

    up and SUV market keeps expanding.

    • Market leader brand A has mediocre

    performance recently with downward trend.

    • Brand B is gaining in market share at the

    expense of Brand A.

    • How to help Brand A optimize its marketing

    communication strategies to drive up sales?

  • Who are the Key Target Consumers?

    销售渠道 驱动 .

    品牌广告 驱动

    知晓 Attention

    兴趣 Interest

    欲望 Desire

    行动 Action

    认知-销售转化模型

    销量

    预购率

    认知率

    AIDA model

    Awareness

    Purchase

    intent

    Sales

    Brand

    marketing

    driven

    Sales

    channel

    driven

  • .

    10.

    20.

    30.

    40.

    50.

    15-24 25-34 35-44 45+

    SUV intender Non SUV intender

    How to identify SUV Core Purchase Intenders?

    Sex Age Brand

    Male 62%

    Fem ale

    38%

    Male 57%

    Fem ale

    43%

    34

    31

    35

    33

    32

    33

    CR-V

    RAV4

    X-TRAIL

    Tiguan

    ix35

    Total

    Avg. Age of Purchase

    Intenders %

    %

    %

    %

    %

    Data source: CNRS-Clickstream 2015

  • Shift focus from basic demographic

    attributes to values

    Demographic attributes only tell if consumers can afford to buy.

    It’s the deep-rooted personal values and beliefs that dictate

    which brand consumers will buy

  • Similar demographic attributes, but different

    choice of cars

    Lamborghini Gallardo

    Benz Marco Polo

    Sex: Male

    Age: Post-‘70s and Pre-’75s

    Occupation: Well-known performer

    Income: High-end individual

    ——Very similar in background, but starkly different in consumption choice

  • Family-centered

    From a value-based perspective, pinpoint

    where SUV purchase intenders concentrate

    I will sacrifice time with family for personal improvement

    I w

    an t

    to g

    et t

    o t

    h e

    v er

    y t

    o p

    i n

    m y c

    ar ee

    r

    Strongly

    disagree Strongly

    agree

    Strongly

    agree

    Individualism

    Career-minded Career-family balance

    Area concentrated with

    SUV purchase intenders

    totaling:

    2,744,000

    which accounts for

    45.7%

    of all SUV intenders

    Data source: CNRS-Clickstream 2015

  • More brand A purchase intenders lie to the left of

    the encircled area. Inside the encircled SUV

    intender concentrated area, brand A lags behind

    by 4.2 percentage points.

    0.8% 4.3% 6.6% 6.6% 5.5%

    0.7% 9.3% 13.7% 22.1% 3.3%

    0.6% 4.0% 11.3% 5.8% 0.4%

    0.6% 2.1% 1.5% 0.3% 0.3%

    0.3% 0.0% 0.0% 0.0% 0.0%

    2.4% 6.3% 2.8% 4.7% 4.1%

    1.7% 10.8% 13.2% 17.9% 3.9%

    0.8% 7.6% 9.4% 5.4% 1.2%

    0.8% 2.0% 1.0% 2.4% 0.0%

    1.2% 0.5% 0.0% 0.0% 0.0%

    Comparison of SUV purchase intenders’ distribution: Brand A versus Brand B

    Distribution of brand B intenders matches that of

    the total SUV category. Moreover, it is 2 points

    ahead in the encircled SUV intender concentrated

    area.

    The concentrated area amasses 45.7% of

    the total SUV purchase intenders, which

    is a huge potential leverage

    Data source: CNRS-Clickstream 2015

  • B品牌预购人群 A品牌预购人群

    Diagnosis of the Marketing Problem

    SUV总体预购人群

    0.0%-5.0% 5.0%-10.0% 10.0%-15.0% 15.0%-20.0% 20.0%-25.0%

    Weakness area: career-minded type

    63.3% of the total SUV intenders only

    contributes 53.5% of the potential brand A

    purchasers.

    Strength area: balanced type

    19.6% of the total SUV intenders

    contributes 29% of the potential

    brand A purchasers.

    Strength area: career-minded type

    63.3% of the total SUV intenders

    contributes 66.2% of the potential brand

    B purchasers.

    Brand A

    Intenders Brand B

    Intenders

    SUV total

    Intenders

    Data source: CNRS-Clickstream 2015

  • Target Audience Optimization Take career-minded consumers as the core

    target consumers

    Optimize advertising

    strategy

    Data source: CNRS-Clickstream 2015

  • Cross-Media advertising budget allocation ——Rational budget allocation based on the media habits of the core SUV

    purchase intenders

    Media category

    % of total ad budget in 2014

    Internet 59%

    Radio 18%

    Newspaper 11%

    OOH 7%

    TV 4%

    Magazine 1%

    Brand A advertising budget -

    current budget allocation

    Magazine

    [值]

    Radio

    [值]

    TV

    19%

    OOH

    27%

    Internet

    26%

    Newspaper

    15%

    Optimized budget allocation

    Data source: CTR MI advertising monitoring data

    Data source: CNRS-Clickstream 2015

  • OOH Advertising Strategy ——Transportation ads and LCD TV ads were underrepresented and

    spend on these two types of ads should be increased

    Daily reach - total Daily reach – Brand A

    core intenders Index

    Transportation ads 83% 84% 102

    LCD TV ads 77% 81% 105

    Big screen LED ads 80% 78% 98

    Other OOH ads 88% 88% 100

    Index: 100 is the benchmark,>100 indicates more likely than average to see the ad;

  • TV Advertising Strategy ——The variety & talent shows have high advertising value and increased

    purchase of TV spots on these shows is recommended

    News broadcasting is far

    ahead of other TV programs

    in audience reach

    23%

    Variety & talent shows

    Sports

    Foreign film and TV drama

    Finance

    Documentary

    Index>=117

    Daily coverage of

    core consumers Type of programs core consumers

    are more likely to watch

    Index: 100 is the benchmark,>100 indicates more likely than average to watch the show;

  • TV Advertising Strategy ——Channel 1 and Channel 3 are prone to be overrated. Channel 2 covers the

    highest percentage of core consumers and deserves more consideration.

    23%

    16% 15%

    Channel 1 Channel 2 Channel 3

    Daily reach - total