Optimising engagement with consumers Tini Sevak Global Director of Data Applications E:tini.Sevak@yougov.com Twitter: @PhotosbyTeaknee March 14, 2018
It s not the strongest of species that survive nor the most intelligent that survives. It s the ones that are most adaptable to change - Charles Darwin 2
Adaptation or Transformation is nothing new in our industry 3
With data & technology we will see an increase in the pace of change 4
4 key innovation trends that will impact marketing in 2018 5
1. New data collection methods - a deeper understanding of consumer journeys 6
2. Improved AIdriven personalisation of customer experience 7
3. Marketers will find ways to use customer data to enhance and personalise great content 8
4. Technology enhancing the personal customer experience 9
Therefore winning in the future requires marketers to: Organise data around people not campaigns or channels Give consumer what they want before they want it Be flexible and agile to respond to consumer behaviours 10
The consumer is the most important asset and source of innovation & growth for brands 11
Is a global technology-driven data and analytics group Disrupting the traditional market research industry and pioneering new forms of online research 12
Helping marketing create a 1:1 conversation and meaningful experience with their consumers Media Planning Buying static things Personalised Experiences Designing better brand experiences 13
Understanding consumers appetite for personalised experiences 14
36% of GB adults are more likely to engage with adverts tailored to them 15
55% of GB adults say personalised ads creep them out 16
I'm more likely to engage with adverts that are tailored to me A framework for understanding ad personalisation Agree Tailor Swiftly 6.5 million Justify My Love 1.7 million Personalised Pioneers 9.0 million Neutral That Don t Impress Me Much 3.3 millions Clean Slate 2.9 million You Can Talk To Me 1.6 million Disagree Shout and Let it All Out 17.4 million 17 Total GB 18+ Market Size = 50,340,973 Disagree Neutral Agree Advertising Marketing helps Week Live me choose what I buy
I'm more likely to engage with adverts that are tailored to me Focusing on the Personalised Pioneer audience Agree Tailor Swiftly 6.5 million Justify My Love 1.7 million Personalised Pioneers 9.0 million Neutral That Don t Impress Me Much 3.3 millions Clean Slate 2.9 million You Can Talk To Me 1.6 million Disagree Shout and Let it All Out 17.4 million 18 Total GB 18+ Market Size = 50,340,973 Disagree Neutral Agree Advertising Marketing helps Week Live me choose what I buy
Understanding the Personalised Pioneer audience beyond demographics 85% Expect adverts to entertain me 58% Enjoy watching ads with my favourite celebrities 62% Whilst watching TV, search the internet for products seen advertised 52% Are often the first of my friends to try new technology @KatyPerry @SkyNews @TheRock @UsainBolt Apps for Live stream Hobbies & Interests Coca-Cola InBoxPounds Google The X-Factor Personality Emotional Extrovert Optimistic Risk-taker 19
Earliest adopters of technology Twice as likely to use new technology products as soon as they enter the market 20
Furthermore, are highly influential 64% agree that people tend to ask me for advice before buying things 21
As a marketer how can you innovate your experiences to reach these personalised pioneers? 22
Understand the nuances across regions to localise messaging and activation Tailor Swiftly Personalised Pioneers Justify My Love 23
Map and understand their online journey & behaviour What sites do they visit, what do they search for, how long are they visiting for and why? 24
Utilise mobile location data to uncover the physical journeys & moments that matter 0730 Home 0900 Work The Morning Coffee 12:30 Lunch time The 30 min Morning Commute 15 min Underground 1:30 Work Understanding where they go, for how long and how regularly The race home 6:00 Quick Pint Grocery store 3:30 Sugar Pick Me Up 7pm Home sweet home 25
Find & target those most disposed to innovation & personalisation Using audience data to target Personalised Pioneers to ensure the success of your campaign or product 26
Embrace Innovation Understand the Consumer Measure Efforts Build Trust 27
Any Questions? tini.sevak@yougov.com @tini_sevak 28