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Research Methodologies
July 3, 2013
Here is the advice I give my advertiser clients to rebuild understanding of brand-building in a digital, social, mobile age.
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By Joel Rubinson
Throw out the old rules of thumb from traditional marketing about share of spend vs. share of market. In a multi-screen world, where consumers can pull information at will and have self-directed media experiences, Marketers need a new plan to do the fundamental thing they are charged with…use media to create healthy, growing brands.
And researchers need a new picture of what a healthy brand looks like in a digital age.
If you don’t think that the connection between media and brand building is broken, check out these quotes:
Mondelez (nee Kraft) via Bonin Bough (global head of digital): “being able to understand a consumer’s entire shopping journey will (JR note: ‘will’ as in, ‘we don’t know yet’) give brands a disruptive competitive advantage in mobile.”
Google: “…. mobile does not have a conversion problem – it has a measurement problem”.
Procter via Joan Lewis head of CMK: “things that are big, backward looking have to cost less. The money’s not going to be there in 5-10 years”
ESPN via head of research Artie Bulgrin: “I bet all of you have consumed media on multiple devices this morning and we still have no way of measuring what you did, why you did it, or what the cumulative effect of all that is…the media planning models are simply broken today because of cross-platform use.”
The Media industry is focused on learning how reach is built across screens, but that doesn’t completely help advertisers. The key media planning question for advertisers should be how to identify the ‘when, what, and which screens’ of media moments of relevance when brand messages will have the greatest impact on sales. The good news is that in digital media, users have a ‘tell’ as they seek out information with a purpose. Hence, their searches, content they consume, and conversations they engage in are all forensic markers that reveal what is relevant to them in the moment.
Here is the advice I give my advertiser clients to rebuild understanding of brand-building in a digital, social, mobile age:
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The views, opinions, data, and methodologies expressed above are those of the contributor(s) and do not necessarily reflect or represent the official policies, positions, or beliefs of Greenbook.
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