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Why marketers must enhance their "cultural intelligence" to succeed in the long term
Traditional approaches to strategy underestimate, or ignore, the effects of cultural trends – but the past year has shown that brands need to create the capabilities to continuously catch the waves of culture and ride them in both smooth and rough waters, says Terry Young of the Sparks & Honey consultancy.
Why it matters
Cultural movements affect companies, their people, and their products, so not tuning into them means confronting unexpected roadblocks and blind spots.
Takeaways
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Apple's iPhone philosophy would revolutionise electric vehicle space
Apple's iPhone philosophy would revolutionise electric vehicle space
Coverage of Apple’s nascent automobile interests has tended to focus on these vehicles' purported autonomy. However, for most technologies, the game changer is more likely to be the slow burning development and normalisation of electric cars that such a move would represent – and this future is mixed.
What it means
The implications of Apple’s entry to the mobility space would be seismic, not only for its potential to reset the car market (and the category branding conventions), but also to reshape it around bringing together best-in class tech under the hood, rather than making it all in-house.
Breakdown
It’s well known that certain concerns persist among consumers, not least high costs and more recently range anxiety, though fast-charging may be about to change this. As could the weight of the Apple brand.
Any entry by Apple into the car industry is 'certain' to affect the auto sector’s competitive landscape, but it will also catapult the many firms that go into the manufacture and assembly of batteries and, further down the line, sensor systems.
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Working culture may be evolving in China
Working culture may be evolving in China
China’s culture of long working hours is again under criticism following the recent deaths of several tech company employees, but there are signs that a younger generation is fighting back.
Context
The so-called 996 schedule of working from 9am to 9pm six days a week has been blamed by social media for the recent death of a 22-year-old Pinduoduo employee who collapsed walking home at 1.30am.
What’s changing?
- With COVID still an issue, young people are spending even more time at home with digital entertainment. They don’t need to earn as much as before to fund their lifestyle.
- Most graduates aren’t earning what they expect to in any case and aren’t inclined to work too hard for what they see as too little reward.
- With managers preoccupied by the pandemic, the work behaviours of Gen Z are altering as they opt to deliver only the minimum necessary – the ‘touching fish’ philosophy that says the best time to catch a fish is when the water is muddy.
The official line
“We must strive to succeed in pursuit of dreams, but the legitimate rights and interests of workers cannot be ignored or even violated” – Xinhua News Agency in a post on microblogging site Weibo.
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P&G’s Pritchard predicts all ads will involve 'some form of digital'
P&G’s Pritchard predicts all ads will involve 'some form of digital'
All advertising will ultimately incorporate “some form of digital” component in the future, Marc Pritchard, Procter & Gamble’s chief brand officer, has predicted.
During a session at the Variety Entertainment Summit, a conference held as part of CES 2021, Pritchard argued: “All advertising and media will become some form of digital, some form of programmatic, data-driven and automated.”
Why it matters
The growth of channels like digital out of home and connected TV means what was once defined as “traditional” media inventory can now be purchased via systems that enable precise targeting and measurement. Even cinema, a touchpoint that has suffered greatly during the COVID-19 pandemic, has got in on the act, allowing for clearer measurement than in the past.
The payoffs from digital capabilities
As more media channels are infused with digital planning and buying capabilities, Pritchard noted, it will let marketers:
- “define the audiences that we want to reach”;
- “define what kind of programming we want our brands to be associated with”;
- “recognise … there is a huge ocean out there, and there are a lot of fish, and there are just a few that you have to go with.”
Continued Pritchard: “That's the beauty of what we have here with programmatic … and the advent of connected TV: it just opens this vast opportunity to ensure that we can reach people, the people we want, where we want, when we want, in a safe environment. And it will be good for the entire industry.”
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TikTok leads the social pack as user activity doubles
TikTok's growth in user activity far outpaced major social platforms like Facebook, Instagram, and WhatsApp in 2020, according to an analysis of App Annie data.
Why it matters
The short-form video app is the most direct challenge to more established social platforms like Facebook and can provide audiences and advertisers more creativity and spontaneity.
Brands are already taking notice – over two-fifths (44%) of marketers plan to spend more on TikTok in 2021, making it the fourth most in-demand platform and ahead of Facebook.
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Diversity, inclusion and team culture in a time of crisis
As COVID-19 drags on, many marketing leaders are leading shell shocked and exhausted teams that likely look very different from a year ago, are working remotely, and managing the ever-competing priorities of home and work in a pandemic.
Diversity and inclusion has also become a top priority for many leaders in the wake of Black Lives Matter and ongoing political crises. But with teams working remotely, and often under huge pressure, building a truly inclusive team culture can be challenging.
Why it matters:
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CPMs under the attention spotlight
New research shows that the traditional, impression-based cost per thousand (CPM) does not always correlate with the level of visual attention given to a channel or platform.
By combining attention data from TVision and Lumen with media cost data from Ebiquity, a study found that some CPMs – most notably Facebook in-feed – exceeded performance from an attention standpoint.
Why it matters
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Even fictional brands can win online
A shopping simulation by Google and The Behavioural Architects found that by manipulating how brands are represented online, consumers can be persuaded to switch brands – even to a fictional product.
Why it matters
Challenger brands have the opportunity to change mindsets and disrupt preferences in a short space of time. It is vital for brands of all sizes to show up in the right places, and remain in contention throughout the purchase process.
The big insight
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Why inspiration should be part of brand strategy
There is strong link between inspiration and brand growth, according to a study by Wunderman Thompson, with inspiring brands able to grow their market share faster and to charge higher prices for their products and services.
What is an inspiring brand?Wunderman Thompson’s study across multiple markets identifies three core characteristics:
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Brands need to adapt for a new wave of online shoppers in KSA and UAE
Up to a quarter of online shoppers in KSA and UAE are new to the experience and started as a result of the pandemic. A new WARC report details the implications.
WARC has partnered with Choueiri Group to place e-commerce in these markets in context through analysis of proprietary research among 1,490 consumers in KSA and 1,230 consumers in UAE.
Takeaways
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Societal and media trends will interact in 2021
Fear of going out, more local living, increasingly digitally connected lives and a new focus on data privacy provide the context marketers will be working in during 2021 – and all this in a polarised society, adds the annual Carat Trends report.
What can we expect?
Carat also identifies a number of shorter term patterns and innovations that will have an impact on the media landscape and teases out some implications for the future of the industry.
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Shoppable video can help reduce e-commerce friction
Shoppable video – technology which allows consumers to buy featured products within an online video with only a click or swipe – may help marketers to solve the problem of abandoned shopping carts, according to OneDash CEO and Founder Rayhan Perera.
Why it mattersConsumers have little tolerance for friction in online shopping: 69% of e-commerce buys go uncompleted, according to Baymard Institute. By providing a faster route from inspiration to checkout, shoppable video can help marketers tackle this challenge.
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Why inspirational brands grow faster
Brands that possess ‘inspirational’ qualities can grow their market share faster and charge higher prices, according to a new study by Wunderman Thompson.
Why it mattersTech brands like Amazon, Samsung and Apple have no trouble presenting consumers with exciting, inspiring products and services. However, such qualities are often in short supply in other categories.
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Nearly half of consumers tried a new store last year
The impact of the coronavirus (COVID-19) outbreak on established consumer behaviour is marked, as nearly one-half (45%) said they had shopped at a new store in September, according to data from Nielsen.
Why it matters
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Amazon’s ad business is expected to gain most digital share
Amazon’s ad business is expected to gain most digital share
A recent survey of 52 senior US ad buyers, conducted by investment bank Cowen in December, has revealed that Amazon’s share of their digital adspend is forecast to rise from 7% in 2020 to 11% in 2022.
Amazon’s projected ad business growth
- According to CNBC, that means Amazon is positioned to be the leading share gainer among the seven major digital ad companies that the ad buyers were asked about. The other platforms included Google, Facebook, Snap, Twitter, Pinterest and TikTok.
- YouTube and TikTok are expected to gain about 1% of share over the two-year period, while the other platforms could remain flat or even experience share erosion.
- The Cowen analysts estimated that Amazon’s ad revenue, which largely sits in the “other” category of its earnings report, would grow to $26.1bn in 2021, rising to as much as $85.2bn by 2026.
- Excluding China, Amazon’s ad business’ share of global digital advertising is expected to increase from 8% in 2020 to 13% in 2026.
Gaming activity grew quickest among older Americans in 2020
Gaming consumption and spend grew rapidly in the United States in 2020, though it was older consumers who registered the biggest increase, according to data from market research company The NPD Group.
Why it matters
Marketers need to dispel the stereotype of gamers as young men. Gaming appeals to a variety of audiences so brands across categories can utilise the format as a way to engage their consumers.
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63% of British Muslims feel supermarkets use outdated activations
Supermarkets in the UK are failing to update their activations for a more modern and cosmopolitan Muslim consumer base, according to research from creative agency mud orange.
Why it matters
The research adds that while supermarkets develop a distinct brand role during Christmas and Easter, Ramadan efforts are often homogeneous, imported and culturally disconnected from modern British Muslims.
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Video platforms overtake search in Chinese advertising revenue
Video platforms now attract almost one-fifth (18.2%) of Chinese online advertising revenue, overtaking search to be the second-largest category, according to research led by Zhongguancun Interactive Marketing Laboratory.
Why it matters
Emerging platforms like Kuaishou and Douyin attracted a significant number of users in 2020 and this latest research shows advertisers are increasingly attracted to video platforms like these as a means to reach digital audiences. This is coming at the expense of more established online formats like search.
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Publishers prioritising subscriptions over display ads
Three-quarters (76%) of publishers say that subscription revenue will be important or very important for their company in 2021, above the share saying the same for display and native advertising. This is according to research across 43 countries by the Reuters Institute for the Study of Journalism.
Why it matters
WARC Data's analysis shows that print newspaper and magazine advertising revenue has seen almost a decade of decline globally. As a result, many publishers are turning to other sources of income, with subscriptions being most popular.
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Alcoholic drink brands allocate the most to TV
Alcoholic drinks brands allocate on average nearly half (44%) of their media budget to TV, according to data from WARC’s Media Allocation Benchmark.
Why it matters
In the alcoholic drinks category, storytelling matters. Storytelling is the top creative approach for alcoholic drinks campaigns and has been proven as an effective strategy in TV advertising. By implementing TV adverts based around stories, alcoholic drinks brands can create more memorable campaigns that build stronger emotional connections with consumers.
Key numbers
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