In a rapidly changing digital landscape, marketers must re-think the roles that their brands play in consumers’ lives – and how they bring those roles to life across platforms and touchpoints. To be effective, they need a means of targeting consumers with seamless, relevant experiences as they move between devices; they need a deeper understanding of the emotions their brand experiences generate, and they need the capacity to respond to these insights in real-time. In other words, they need research that adapts to the new marketing agenda.
We asked media owners, media planners and marketers to talk about the issues that research must help them address this year. Here are the challenges topping their list – an agenda for marketers and market researchers in 2016:
Delivering meaningful personalisation
Mastering social media experiences
Judging the right moment to engage
Fusing data with strategic thinking
Taking a holistic view of consumer experiences
Tweet thisWhat do meaningfully personalised consumer experiences look like in 2016? Consumers quickly get frustrated by clumsy use of personal information or behavioural targeting that defines them on the basis of a single action and bombards them with often irrelevant or outdated messages. They start to feel deeper discomfort when those messages follow them insistently around their digital lives. At the same time though, they expect their brand interactions to reflect increasingly personalised digital media experiences. How can marketers stay relevant without leaving their audiences feeling uncomfortable?
Tracking individuals across different devices is both technically difficult and vulnerable to regulatory challenges. However, as Sameer Desai of Mundipharma explains in this interview, there are other ways of delivering relevant content to consumers. By combining in-depth consumer segmentation with programmatic targeting techniques and look-alike models, marketers can ensure that they are targeting only those people who are genuinely interested in and open to spending more with their brand. Applying such data-driven targeting has enabled Holiday Inn Hotels to drive uplifts in conversions of more than 500%.
Authored by Rosie Hawkins, Global Director of Client Solutions
Source:TNS