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Good storytelling wins half the battle for young target groups
GroupMost companies are convinced that their brand has fully exploited its potential. But far from it: the brand can only score maximum points in the target group if its tradition, its promise and its unique history are well known. The most general definition of a brand is: “The consumer’s idea of a product or service”. So it’s not just about knowing and recognizing, it’s above all about associative connections. Clearly, this is the big moment of storytelling.
Foreign sells: Why the country-of-origin effect is an important brand lever
GroupColorful advertisements, television ads and tourism: foreign influences in the major growth markets are getting ever stronger – and they are leaving a clear mark on the perception of local consumers. In addition, the economic opening up of these markets through their WTO entry and bilateral trade agreements are flushing more and more Western brands onto local shelves. The more respected the country of origin, the greater the propensity to buy. Sometimes the foreign brand origin proves to be an important factor in the international brand development.
The most relevant SEO News for June 2018
Plan.NetIf you think this June issue of SEO News will only be about the impact of Google’s Mobile Index, think again. We prefer to wait a bit on that. As the summer begins, we are therefore focusing on the return of a powerful tool, the prerequisites for good SEO work, and an industry in the throes of fake news.
Programmatic is only just beginning
Group, Plan.NetProgrammatic advertising (PA) is a multi-faceted term. Many market players use it as a buzzword, a label for the hype that has at times raised very high expectations among lots of market players, especially advertising customers. Others frequently use PA as a synonym for automation projects that are several years overdue, especially in so-called classic media, but in which nothing is “programmatic”. At mediascale, we generally define programmatic advertising as data-driven media-buying and as a process we are only just beginning.
Drawing strength from the DNA of the target market: how local myths and fairy tales offer additional impetus for brands
GroupWithout a deep understanding of local culture and myths, hardly anything works in the major growth markets, even if the rest of the preparations are perfect. Whether it´s about gods, festivals and colors in India, Chinese legends and Confucianism, or infectious joie de vivre and folk tales in Brazil: those who do not internalize the cultural DNA of the target markets and coordinate their own marketing accordingly will run into a wall. From Chinese philosophy to Hindu mythology, the extremely diverse future markets offer endless analogies to link a brand with the prevailing symbols, beliefs, tastes and myths. Niklas Schaffmeister (Managing Partner Globeone) and Florian Haller (CEO Serviceplan Group) explain the four factors that are especially important for this undertaking.
Single screen, multi-screen, no screen?
Mediaplus, Plan.NetAt the end of 2016, Gartner published a bold prediction: by 2020 30% of web browsing sessions would be done without a screen. The main driver behind this push into a screenless future would be young and tech savvy target groups fully embracing digital assistants like Siri and Google assistant on mobile, Microsoft’s Cortana and Amazon’s Echo. While 30% still feels slightly optimistic mid 2018, the vision of an increasingly screenless internet becomes more and more realistic every day. The adoption rate of smart speakers 3 years after launch is outpacing the smartphone adoption rate in the United States. And what’s maybe most surprising, it isn’t only the young early adopter crowd that is behind this success story, but parents and families. Interacting with technology seamlessly and naturally through conversation is making digital services more attractive to a wider range of consumers.
The appeal to emotions: how to address the rising individualism among consumers
GroupAs a result of rapid social and economic change all over the world, individualism is on the rise everywhere, especially in large growth markets, which up to now were characterized by a rather collectivist mentality. The drivers of this change are better income and an expanding middle class in large parts of the world. Consumers are enjoying to finally catch up with Europe and North America. They want to make inspiring and fascinating experiences. They want to make up for what was once an impossible dream. Along with disposable income, demand and the strive for independence are growing. This means that emotional factors are increasingly coming into play on top of purely functional aspects as a factor for consumption that is aimed at demonstrating social status, individual taste and being part of the “global village”. The level of individualism, though, still varies from country to country. Successful brand differentiation must therefore address these factors, if international brand development is to succeed.
Top 3 Media Planning Strategies
MediaplusPlanning effective advertising campaigns has never been harder. The hundreds of thousands of additional media options we have compared to just 20 years ago make the planning process dizzying and often confusing. Our clients and our agency try to narrow down our process into a few clear steps to keep us all focused as we contemplate the current marketing environment and get ready to adapt to the changes that tomorrow will inevitably bring. Here are our top three planning tactics.
Culture drives consumption: Why cultural values are important in brand building
GroupThe rapid changes of our time lead to conflicts between cultural traditions and new ways of life. Career advancers spend more time in the office, they often go on business trips, they have less time for themselves and their families. The lack of time changes everything from eating habits to family orientation, the way of communicating and consumer behavior. And in many international markets, foreign influences, industrialization or massive urbanization are turning even ancient traditions upside down. Individualization is increasing and consumer behavior is spreading, particularly in the middle classes around the globe, which is intended to showcase the newly acquired status.
China – it’s like another world.
Plan.NetCorinna Gleich, Junior Digital Media Planner at Plan.Net Media Erste, has travelled to China to work for three months as part of an internal company exchange programme. She’s been at the House of Communication in Beijing for four weeks now, and is starting to feel at home in China’s capital city. We asked her to write about all about the surprises that living there has brought so far. This report is based on her experiences during the first four weeks.