Embed Size (px)
DESCRIPTION
Digital is transforming marketing - but what does that mean for research and testing? In this presentation, BrainJuicer tackles the questions on every marketer's mind: how different is digital, how do you build up a buzz online, what is the role of social, what should your campaign aim for, and more.
Citation preview
1
November 2014
Let’s Get Emotional About Digital
BrainJuicer
2
May 2014
Digital is transforming marketing –but what does that mean for research and testing?
Our POV on digital content addresses these questions:
– How different is digital – has everything changed?
– How do you build buzz and kick up a commotion online?
– What is the role of social?
– How can using behavioural science help?
– What should your campaign aim for?
Digital Marketing: The Big Questions
3
May 2014
How different is digital -has everything changed?
(It’s evolution, not revolution)
4
Information Participation Emotion Storytelling
Social strategy: it’s all about emotion and storytelling
% Uplift in number of hard business effects by digital campaign strategy
‘Seriously Social’, Peter Field, IPA, 2014
-16% +1% +30% +34%
Advertising analyst Peter Field looked at entrants for the 2014 WARC prize for social strategy, exploring what actually created hard business effects (e.g. profit gain, share gain).
Conclusion?
It’s all about emotion and storytelling.
5
This fits with recent findings about traditional marketing…
‘Marketing in the Era of Accountability’, Binet & Field, IPA, 2008
“Emotional campaigns are more effective & more profitable than rational
campaigns - even in 'rational' categories…”
31%
26%
16%
Rational Ad Strategy Combined Emotional Ad Strategy
Campaign strategy
% Reporting very large profit gains Campaigns lasting 3+ years
6
Seduction beats persuasion – online or offline – but why?
To marketers, traditional and digital feel like very different worlds. But we experience them using the same brain.
Behavioural scientists like Daniel Kahneman tell us how important emotion and instinct are in decision making – far more so than reasoned consideration.
In other words…
We think much less than we think we think.
7Emotion-into-Action™ Score
*assumes share of voice = share of market
68
73
78
82
Straight to Video Pedestrian BlockbusterMust SeeSolid Performance
Spend maintains share*
TV
glo
ba
l a
ve
rag
e
Dig
ita
l V
ide
o g
lob
al
av
era
ge
Digital is stronger – on average – than TV ads
Digital Videos hitting 5-star: 15%TV ads hitting 5-star: 4%
8
What does 1 to 5 star digital video content look like?
TNT– Channel Launch
Pepsi Max– Test Drive
Peugot – Drive of Your Life Dance
Galaxy Note – Artwork
Sainsbury’s – Christmas at Home
9
May 2014
How do you build buzz and kick up a commotion
online?
(If people feel more, they do more)
10
The motor is the same –pure emotion (not the velvet glove of emotion wrapped in the iron fist of persuasion!)
But how you createemotion in the digital space, and the tools you use, are different…
As we do with traditional, embrace emotion
11
Digital culture happens below the line
Content
Memes
Parodies
Comments
Press Coverage
Interactivity
Fandom
Reblogs
Discussion Threads
Remixes
User Reviews
GamesHashtags
12
May 2014
What is the role of social?
13
You have to give people something to do!
Three’s “Pony” was a 5-Star ad. It was shown on TV over a weekend, then lived online – and over 1 million people shared their pony remixes.
14
But remember: social media is a support act, not the headliner
‘Seriously Social’, Peter Field, IPA, 2014
Campaigns that lead with social media perform worse than campaigns where it plays a supporting role.
10% fewer hard business effects in the short term.
44% fewer hard business effects in the long term.
15
What kind of content works best on digital campaigns?
‘Seriously Social’, Peter Field, IPA, 2014
Cause-driven (avg. 1.5 real business effects) beats Brand storytelling (avg. 1.1) – even more so when it’s a for-profit campaign!
No surprise, given the power of emotion –helping people feels good!
16
May 2014
What should your campaign aim for?
17
Aim for Fame
For lasting effects, the aim is brand-building – campaigns with that goal saw a 144% uplift in hard business effects long term.
And just as in traditional marketing, the best way to build brands is famous emotional marketing.
Aiming for fame – building buzz and WOM – saw boosts in hard business effects in both long and short term.
‘Seriously Social’, Peter Field, IPA, 2014
18
280,000
630,000
1,050,000
1-2 star ads 3-4 star ads 5 star ads
Base: 136 US ads tested in ComMotion® for FeelMore50™ 2013, those with share data available from Unruly (Jan 2014)
5-Star ads are most shared
Average # online shares (Viral Video Chart) to January 2014
19
But remember… great content is only part of the story
The optimum marketing balance is still 60% brand-building, 40% activation.
Brand-building online is best done via brilliant emotional content.
Activation online happens via digital touchpoints – websites, Facebook, direct marketing.
To optimise it, you need to understand and change behaviour.
‘The Long And The Short Of It’, Les Binet and Peter Field, IPA, 2013
20
May 2014
1. Digital is an evolution, not a revolution – seduction still beats persuasion, online as well as off.
2. Traditional metrics don’t work for digital. But they didn’t work for traditional, either! Measuring emotion is the key.
3. Social media is a great backup channel for brilliant emotional marketing, but a poor lead channel for it.
4. Test for emotional effectiveness - the closer to execution you can test, the better.
5. For long-term effects and brand building, go for big, emotional content that creates buzz and makes your brand famous.
6. For day-to-day sales activations and digital touchpoints, adopt a test-and-learn mentality rooted in behavioural principles.
So, What Should Brands Do About Digital Testing?
21
Turning human understanding into business advantage
Contact us: [email protected]
Visit us online at:www.brainjuicer.com
