Brands exist in a constantly changing world. But the role brands play in people's lives has not changed and people themselves change more slowly.
How can brand campaigns leverage the interplay of attention, memory and emotion to influence people's choices?
Content is the touchpoint du jour for more and more marketers – around 85 % of marketing professionals in the UK now use content marketing with around two thirds planning to increase spending this year.
There is however, still some confusion surrounding the nebulous definition of content and where it fits in to a media mix.
Definition: Peoplemeters electronically record who is watching TV and what they are watching. They are a key component within Television Audience Measurement (TAM) systems. The installation of metering equipment generally requires the building and maintenance of a household panel and, once built, delivers viewing data to the industry on at least a daily basis with a high level of granularity in terms of minute by minute behaviour.
Definition: Marketing mix modelling (abbreviated as 'MMM') is an analytical approach that uses historical data, such as retail audit data, syndicated point-of-sale data and companies' internal data, to quantify the sales impact of various marketing activities. Mathematically, this is done by establishing a simultaneous relation of various marketing activities with the sales, in the form of a linear or a non-linear equation, through the econometric/statistical techniques.
Definition: Understanding emotional response is a critical dimension to assessing the strength and effectiveness of all types of marketing elements from concepts to advertising, product experience, fragrance, packaging and promotion of all kinds. It has been long accepted that brands that evoke positive emotions have the highest chances of being preferred and purchased. So measures that can help us profile consumer response are invaluable to our understanding of marketing and brand impact.
Definition: A Key Driver Analysis, sometimes known as an Importance - Performance analysis, is a study of the relationships among many factors to identify the most important ones both in terms of importance (Drivers Analysis) and their stated performance.
Definition: 'Brand essence' is a compact summary of what a brand stands for, typically as part of a more detailed brand key (e.g. Aaker's 'Brand Identity Planning Model' or Ipsos' 'Brand Mandala'). The brand essence is a single thought, typically expressed in 3-5 words that captures the soul of the brand; the brand's fundamental nature or quality. Some examples are 'Disneyworld: Magical Fun', 'Starbucks: Rewarding Everyday Moments', 'McDonalds: Food, Folks & Fun', 'BMW: Driving Pleasure', and 'Nike: Authentic Athletic Performance.'
Definition: The many definitions for Brand Equity cover similar ground. At its simplest, Brand Equity is a measure of a brand's current health, strength or ability to generate sales, or usage, among its target audience. A more complex and financially-based definition of Brand Equity, is the "net present value of the profit stream management expects the brand to generate through time."
Auf der diesjährigen GOR in Berlin ist Ipsos am Freitag, den 17. März gleich zweifach vertreten: