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#Trust - #Integration - #TechnologyKeyword & Media Prediction for Connected Brands in 2018
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Sulla destra il pulsante per
attivare la chat per proporre
le vostre considerazioni e
domande.
2 Febbraio 2018
Roberto RossiMedia Director
Kantar Millward Brown
2
Antonella SannellaStrategic Marketing Director & Business Partner
AKQA
3
CONSUMER INSIGHTS
MEDIA
CONSULTANCY
CREATES THE FUTURE
IDEAS
INNOVATIONDATA MANAGEMENT
We architect, design and deliver iconic experiences, services and
products that improve people’s lives and re-invent the brand experience.
We collaborate with sophisticated clients to deliver a cohesive blueprint
across customer connection points that will satisfy audience needs and
surpass business goals.
In 2015, AKQA merged with H-ART, the first start-up of the venture
incubator H-FARM.
World’s leading data, insight and consultancy company.
Home of 9 specialized operating brands, we work across the whole
spectrum of research and consulting disciplines providing
inspirational insights and business strategies for clients in 100
countries.
KANTAR: INSPIRATION FOR AN EXTRAORDINARY WORLD
4
4 MARZO 2018
#TRUST
5
#TRUST
Source: Kantar Millward Brown BrandZ
Trust + Recommendation
= Success
6
BRANDS WERE ORIGINALLY A HALLMARK OF TRUST
7
Who do you trust in a post-truth society?
8
The trust bank.
Trust is built in a series small moments
9
…but can be lost in a few seconds.
10
▪Take more responsibility – beyond your
area of play
▪Provide consistent experience
The tipping point when a brand goes from ‘small’ to ‘big’
Big brands, great expectations
What am I getting in return for giving Brand my information?
Source: Connected Life 2017/18: (E8) Attitudes to brands online
57% of consumers in Italy
are concerned about
the amount
of personal data that
companies know
about them.
11
For many,
brands have
gone too far
Customer needs should come first
12
41%50%
People expectations on what brands can do for them are getting higher and higher
Feel the brand content on social
media is not relevant to them
49%
Brands not only need to improve the way
that content relates to their customers in
the moment, but they also need to work
harder to build trust among the…
Who think most of the information
on social media is unreliable
Believe brands should take a
political stance on key issues
Staying true to your brand
principles among all the shouting
is key with social media, especially
when…
It is crucial that content
planning for your target is not
simply based around the reach
of a network. When…
Global 32%
Southern & Eastern Europe 43%
Global 35%
Southern & Eastern Europe 48%
Global 31%
Southern & Eastern Europe 24%
13
#TECHNOLOGY
We are increasingly placing our trust in technology to help simplify our lives
14
But are these ‘solutions’ just adding to the problem?
Source: Kantar TNS behavioural monitoring
Connected Life 2017: (E8) Attitudes to brands online
43% of 16-24 year olds in Italy
think they use their mobile
phones too much
66the average number of times
that 16-24 year olds in the UK
open apps on their mobile
every day
15
People are questioning whether connectivity is worth the trade off
Source: Connected Life 2017/18: (E8) Attitudes to brands online
48% of Italian consumers object
to connected devices
monitoring their activities,
even if it makes their
lives easier.
16
How do you feel about talking to a chatbot?
Unsure? Consumers are too.
Source: Connected Life 2017/18: (E8) Attitudes to brands online; (C10) Attitudes to social network content
“I have no problem talking to an
automated bot on social media,
if it means my question
is answered faster”
“I have no problem using companies
that only offer online customer service”
33% agree
37% completely object
34% agree
35% say they need
offline options as well
17
Artificial Intelligence is adding an other important touchpoint in an overcrowded context
18
#INTEGRATION
Italian people feel media fragmentation and an increasing pressure and intrusiveness of ads
Q015 - AD_FREQ: Advertising Frequency. Do you agree or disagree with each of the following statements? 20
-5
-8
-9
80
70
63
-60 -40 -20 0 20 40 60 80 100
Ads are appearing in more places now
Ads are more intrusive now
I see more advertising now
% DISAGREE % AGREE
(81)
(69)
(74)
GLOBAL
AVERAGECompared to 3 years ago…
(77)
(69)
(63)
W.EUROPE
AVERAGE
% AGREE
There is a gap between how well marketers think they integrate strategies and what consumers
see. Fit could be better across all channels.
Getting Media Right 2017: How integrated are your media strategies for desktop/laptop, mobile, and TV?
Figures shown are % “very integrated” or “somewhat integrated”.
Q018 - AD_FIT: Advertising Fit Across Formats. How well do the ads you see from most brands fit together across different ad formats?
Figures shown are % “fits together very well” or “fits together somewhat”.
21
Across
all(Global average: 58%)
Between online
and offline(55%)
Between different
offline formats(59%)
Between different
online formats(56%)
Desktop, mobile & TV
Consumers view of campaign fit (vs global average %)
Marketers view of
strategy integration
53% 46% 54% 48%
Integrated and channel customised campaigns are most effective globally, across all media
Data Source: Kantar Millward Brown global CrossMedia studies, 2015-2017, (223 studies).
Categories: Food & Bev, Household, Retail, Travel, Personal care, financial services, technology, automobiles 22
Base: (57) (64) (102)
Overall campaign contribution by campaign type
Multichannel advertising can be irritating, but people also believe it build brands
23Source: Kantar Milward Brown AsREaction global consumer survey 2017
12
16
23
28
32
The message is understood
It is a waste of money
It leaves a stronger impression
It is irritating
It is a reminder of the brand
Top 5 things people think about multichannel advertising
% endorse
24
#TRUST
#TECHNOLOGY
#INTEGRATION
Media & Digital prediction 2018
http://www.millwardbrown.com/digitalpredictions/2018/ 25
Full report available on
WWW.MILLWARDBROWN.COM
For a Brand, building #trust is a serious matter
Key focus: keep people at the hearth
Don’t abuse your position Protect against
breaches
Be transparent,
and ask permission
Don’t stalk Always remember
the value exchange
26
Be realChoose a face that’s
appropriate to the culture you
operate in.
27
FROM INSIGHTS
TO DESIGN
28
• Increasing pressure and intrusiveness of ads
• Messages fragmentation increased by the lack of
storytelling recognition
• Privacy concern and impact on trust in brands and in
data-driven business
• Brand capability to get in tune with people's
needs
• Something that adds value to their life
• Responsabilities that Companies would take
on their business practice
FEELINGS EXPECTATIONS
WHAT PEOPLE ARE SAYING
29
ONE IDEA. A FEW STORIES.
Simplify the ideas around which you build your campaign.
Reduce the number of stories
Focus just on what can really put brands in connection with people
and make its DNA emerging through a storytelling easy to
understand and remember.
WHICH CAMPAIGNS TO REGAIN TRUST
30
BACKSTAGE ON STAGE
Extend the story to the backstage and be “transparent”
Because people want to know what companies really are.
The boundary between inside and outside of a Company becomes
thinner.
WHICH CAMPAIGNS TO REGAIN TRUST
CLIENT
External
Communication
EMPLOYEE
Internal
Communication
PEOPLE
Human
to Human
31
VALUE
Design and offer valuable contents and services that make
people aware of what they get back from the data they leave.
What if you deliver something so engaging people will ask for it
(push vs pull)?
WHICH CAMPAIGNS TO REGAIN TRUST
32
JOURNEY SUPPORT
Select the right moments to get in touch with people
through the campaigns, integrating contents and
utilities along their journey.
WHICH CAMPAIGNS TO REGAIN TRUST
32
33
A NEW “INTEGRATION” IS REQUIRED
Integration between channels and messages is not longer enough.
We need to integrate our campaigns to
THE EXPERIENCE WE DESIGN
BETWEEN OUR BRAND AND PEOPLE.
We are living the transition from saying to doing.
34
THE IDEA NURTURES
THE EXPERIENCE
Connect your brand to people
through an experience they could
not do without you.
Unique because it represents the
way of being of your brand
Unforgettable because later people
could remind your brand and be
influenced in their choise.
35
CASES
36
NIKE Jersey. Tap in to the game!
Insight
There are half a billion basketball fans globally. Only a small
percentage will ever get to attend an NBA game.There was
the opportunity to grow the game by bringing fans
everywhere closer to courtside. But the partnership with NBA
needed to look beyond passive broadcast.
Idea
Every Nike NBA Connected Jersey comes built with a
personalised digital experience, unique to every single player
and team in the league.On gameday, fans can tap their phone
on the NikeConnect jock tag to gain unprecedented access to
the latest Nike product, highlights from the game, and
premium experiences
Impact
The jersey has been transformed from a passive piece of
apparel into a seamless connection to real and rare
experiences.When interviewed, some of the biggest athletes
in the game were inspired by a deeper insight into and
connection with their fans, giving a personalised digital
experience, unique to every single player and team in the
league.
http://www.akqa.com/work/nike/nba-connected-jersey/
C AS E H I S T O R Y
37
Brand
#adaptive
#responsive
#human
Campaign
#global/tailor made
#push vs pull
#content as service
Trigger
#people passion
#product
#promotion
Emotional bond and commercial
benefit can live together (learning)
T AK E O U T
NIKE Jersey. Tap in to the game!
37
38
Insight
Italian culture has been loved and respected for centuries.
Can an inventive application of Google ground-breaking
technologies re-engage Italians with their past?
Idea
Google reinvents the Grand Tour, the ultimate voyage of
discovery for everyone to experience. Hosted in four key
cities each digital trip uncovers the stories behind the
country’s wonders all brought to life with Google technologies.
This virtual trip live also on Google Arts & Culture website.
Impact
Following its launch event at the Venice Biennale, Google’s
Grand Tour Of Italy sold out in 4 cities identified: Venice,
Siena, Rome, Palermo. Online, it fuelled cultural
conversation, with more than 6 million interactions of
#GoogleGrandTour.
http://www.akqa.com/work/google/grand-tour/
Google Grand Tour
C AS E H I S T O R Y
39
The meeting between opposite
territories creates wonder, emotion
and memory (learning)
Brand
#inspirational
#near
#unpredictable
Campaign
#multichannel
#idea centered
#interactive experience
Trigger
#unexpected experience
#storytelling
#playful interaction
Google Grand Tour
T AK E O U T
40
HOW TO RE-INVENT
THE CAMPAIGNS
41
HOW TO RE-INVENT THE CAMPAIGNS
EXPLORE ALTERNATIVE
CHANNELS
Product
People (consumers,clients employees)
Physical spaces
(Interactive and reactive)
Then connect them to the conventional
ones.
42
HOW TO RE-INVENT THE CAMPAIGNS
MAKE YOUR CAMPAIGN
THE OUTPOST OF
YOUR R&D
The interactions stimulated by the
campaigns must collect useful insights to
re-design products / services.
Create an innovative and iterative process
to stay “contemporary” and win the next
generation.
43
HOW TO RE-INVENT THE CAMPAIGNS
SET UP YOUR CONTENT
INTELLIGENCE SYSTEM
Map the interaction between contents,
people, channels, moments, during and after
the campaign.
Put in touch data coming from brand’s
properties with those from external platforms.
44
HOW TO RE-INVENT THE CAMPAIGNS
THINK YOUR CAMPAIGNS WITH
A MEMBERSHIP VISION AN SET
UP YOUR CONTACT STRATEGY
Reaching people without a contact strategy in mind
is a lost opportunity. Designing a contact strategy
means first design reasons to make people trust
your company and therefore stay connected.
PULL CX MOMENTS
PUSH CX MOMENTS
Customer Agenda
Product Agenda
Brand Agenda
BRAND
CUSTOMER
45
HOW TO RE-INVENT THE CAMPAIGNS
BUILD MECHANICS ABLE
TO LAND ON SHORT OR
LONG TERM “BUSINESS”
ACTIVATIONS
in terms of lead acquisition, increase of
loyalty, sales. And set up the related KPI’s
46
BRANDS HAVE A GREAT OPPORTUNITY
Re-design campaigns
focusing on potential of every single contact.
Consider the campaign just the entry point
through which connect people
to the entire value/values system
of your brand and Company
47
Insights-2-action: I hear I forget, I see I remember, I do I understand
Next appointments
48https://goo.gl/cZozEt
WebinarCreating effective multichannel campaigns
February 6, 2018 19h00
February 7, 2018 14h00
Details & subscription
WWW.MILLWARDBROWN.COM
BrandZ is coming to Italy...
to celebrate TOP30 Italian Brands
Stay tuned!
Roberto RossiMedia Director
Kantar Millward Brown
49
Antonella SannellaStrategic Marketing Director & Business Partner
AKQA
