MediAvataar's News Desk
Jeff Bezos said of the future of marketing,
“The balance of power is shifting toward consumers and away from companies… in the old world, you devoted 30 percent of your time to building a great service and 70 percent of your time to shouting about it. In the new world, that inverts.”
And our research proves that future is already here.
Amazon has changed our world in many ways. For me personally, the countless number of consumer reviews help me to make better purchase decisions daily. I trust those recommendations more than any marketing campaign. And, it is not just me, 70 percent of consumers trust recommendations on review sites in comparison to 33 percent that trust advertisements. No question, there are brilliant ad campaigns out there, that make me smile, think and buy! But, advertising is often just an addition to Word of Mouth from other consumers, friends, family, influencers or experts.
Word of Mouth can accompany us along our entire consumer journey; for example, when a friend tells us about a product the first time (e.g. a new smartphone), when we narrow down our options by reading online reviews, to making the final purchase decision with the recommendation of a sales person. While brands may reach more consumers through paid media campaigns, Word of Mouth has a powerful impact on brand perceptions when experienced, due to higher levels of trust. That makes Word of Mouth the second most impactful brand touchpoint after TV (comparing 250 touchpoint studies that Kantar conducted between 2015 and 2019).
Across our research we have also learned that women respond better to Word of Mouth, as do consumers in collectivistic (vs. individualistic) societies, e.g. in Asia, South America or Africa. In addition, among target groups that actively block or avoid advertising (e.g. using premium streaming services) and in categories with increasing advertising regulation, recommendations and referrals become even more important. Tailoring marketing activities to these specific groups and providing newsworthy and shareable content, or by incentivising referrals, can stimulate interaction. Ultimately, this will help to create more buzz and leverage synergies with other brand experiences.
Building on Bezos’ prediction we believe that Word of Mouth will play an increasingly important role in marketing, especially in situations where consumers are overwhelmed by the number of substitute options and overload of marketing communications. The use of smartphones, location-based services, and digital assistants will ensure Word of Mouth is shared with ease and speed amongst the wider population. By the increasing use of voice assistants (e.g. in cars or at home) consumers won’t be exposed anymore by countless numbers of consumer reviews, but algorithms will help to determine the single most relevant recommendation based on the consumers preferences, location, time, mood or occasion.
What is your experience with Word of Mouth? How will it change the future of marketing?
Written by Niels Neudecker, Head of Global Connect Centre, Kantar
Fewer than 4% of news sources shared on Twitter ahead of the 2019 European Parliamentary elections were ‘junk news’
■ Twitter users shared far more links to mainstream ‘professional’ news outlets than junk news (34%), except in the Polish language sphere, where junk news made up 21% of traffic.
■ While many more Facebook users interact with mainstream content, individual junk news stories can still hugely outperform professionally-produced stories, drawing as much as four times the volume of shares, likes and comments than mainstream content.
■ The most successful junk news stories tend to revolve around populist themes such as anti-immigration and Islamophobic sentiment, with few expressing Euroscepticism or directly mentioning European leaders or parties, according to analysis.
In the first study of its kind in the run-up to the European Parliamentary elections, researchers at the Oxford Internet Institute (OII), University of Oxford have found that, despite concerns, overall levels of ‘junk news’ circulating in the run up to the 2019 elections are relatively low. In Poland, however, junk news stories were found to be shared to a greater extent than news from professional outlets, by a ratio of 1.6 to 1.
While junk news sites were less prolific publishers than mainstream outlets during the campaign, their stories tend to be much more “engaging”. The University of Oxford team found individual junk news stories to receive more likes, shares and comments than those from ‘professional’ outlets.
Professor Philip Howard, Director of the Oxford Internet Institute, University of Oxford said: “The good news here is that overall, levels of junk news circulating around the campaign have been minimal, perhaps showing that social media sites are paying closer attention to misinformation stories being published or shared on their platforms.
“However, when junk news does get posted on Facebook, people are still likely to share and like it without questioning, which is still a significant worry, particularly if there is an impact on political decision making.”
“Almost none of the junk we found circulating online came from known Russian sources” added Nahema Marchal, co-author of the report and researcher at the OII. “Instead, it is homegrown, hyper-partisan and alternative media that dominate. We were also very surprised to not find more stories attacking European politics and leaders.”
The most popular junk news stories focused on suggestions that a Dutch politician wanted a halal beach in The Hague, the story of a child migrant who claimed to be 17 actually being 47 years old, and a Muslim girl being killed by her family and dumped in a river for being too ‘Westernised’. Other popular ‘junk’ stories included allegations French President Macron had used public tax money to finance ISIS jihadists and Syrian camps, and a reported offer by Russian President Putin to provide financial assistance to rebuild Notre Dame Cathedral.
The research team examined 584,602 tweets related to the European Parliamentary elections from 187,743 unique users over a two-week period ending 20 April 2019. The team also analysed the volume of Facebook interactions with 70 junk news and professional news outlets between April 5th and May 5th and conducted a thematic analysis of the most popular junk news stories. Junk news was classified as sources publishing deliberately misleading, deceptive or incorrect information, typically in an ideologically extreme, hyper-partisan or conspiratorial fashion, and meeting a variety of criteria related to professionalism, style, credibility, bias, and counterfeiting.
Following a multi-agency pitch, Nova Eyewear Solutions has awarded its advertising and branding mandate to Wunderman Thompson, Kolkata.
The flagship brand from Vision RX Lab - a joint venture between GKB and Essilor – Nova Eyewear is headquartered in Kolkata and is available in 25 countries across the world. Effectively addressing the need for vision correction and vision protection without compromising on aesthetics, the brand provides complete eyewear solutions with advanced digital lenses, fashionable frames, and prescription sunglasses.
Speaking on the development, Pammi Jamalpuria, VP, Corporate Marketing, Vision Rx Lab said, “We are glad to partner with an agency of repute like Wunderman Thompson for taking our flagship brand, Nova Eyewear, ahead of the competition through robust branding and communication initiatives”.
Vijay Jacob Parakkal, Sr. VP and Managing Partner, Wunderman Thompson, Kolkata said, “Nova is one of the fastest growing eyewear brands in the world. We at Wunderman Thompson, Kolkata, are delighted to have been given the opportunity to use creativity, data and technology to further propel Nova’s growth around the world.”
Arjun Mukherjee, VP & Executive Creative Director, Wunderman Thompson, Kolkata said, “The eyewear category is going through an interesting phase and the opportunity to grow is immense. And Nova Eyewear is driving the change from the forefront. It was a challenging brief and we brought some fresh new innovative thinking in such a stylish yet functional category which resonated with the client.”
After breaking various industry norms with Carvaan, Saregama has yet again redesigned modern technology in the most simplistic way for the ease of access and portability with the launch of Carvaan Go.
Just how Carvaan reinstalled lean back listening experience for its users with pre-loaded songs and other features, Carvaan Go is aimed to rejoice the active and on-the-go life of music lovers who want to carry their evergreen classics with them but somewhere struggle find simpler ways to do it.
Carvaan Go with earphone as a primary use case is meant for more personal listening experience. Keeping this in mind, the product consciously has been designed to be very light weight, as low as 88 grams. Music on the go is often associated with mobile phone, Carvaan Go pushes this barrier and introduces an uninterrupted listening experience where there are no phone calls, or messages or a poor network to intrude your music experience.
This works as a great in-car music companion too where you can listen to your favorite retro songs curated by artistes and moods without any ad breaks. This device also lends itself as a wonderful travel partner for long flight or train journeys as there is absolutely no internet required to listen to the preloaded content. Whether you’re on your refreshing morning or evening walks, driving or flying, Carvaan Go will be your perfect partner simply offering you uninterrupted listening experience.
Carvaan Go comes preloaded with 3000 evergreen songs categorized into Artistes, Specials and pre curated Playlists, FM/AM and a micro SD card slot for your personal music. You can listen to the music through earphones, Aux out cable and Bluetooth. It is also compatible with the Carvaan App which allows one to simply select the songs or playlists from the library of 3000 songs and play through Carvaan Go. It also supports a small in-built speaker for your night time bed side listening. It has a rechargeable battery with 7 hours playtime.
Vikram Mehra, Managing Director, Saregama says, “Carvaan’s unprecedented success proves that listening to customers pays rich dividends. Carvaan Go is our response to customer want for listening to their favorite music outside home in a lean-back, uninterrupted fashion. Its light (88gm), fits into palm / pocket easily and has longer playback time (7hrs). And just like Carvaan, this product has also been fully designed internally by our employees"
Bolstering the operations at the Bengaluru office, FCB Ulka recently appointed Ankit Sharma as Associate Vice President - Strategic Planning.
Ankit will be working closely with Theresa Ronnie who helms the Bengaluru office.
Ankit has a decade of knowledge and experience in Brand Consulting, Analytics and Advertising Communications and brings cutting edge human behavioural insights to the table. He comes from McCann where he was Strategic Planning Director in Bengaluru. He has worked with JWT, Analytics Quotient, DY Works, Samaya TV and TCS in the past. During his career, Ankit has lent his expertise to many iconic brands in diverse categories including Kurkure, Kingfisher, Nike, Britannia Good Day, ITC Aashirvaad, redBus, TVS Apache, to name a few.
Commenting on the appointment, Theresa Ronnie, Sr. VP and Head of Bengaluru, FCB Ulka said, “FCB in India has a great history of being a strategically sound, business-oriented organisation. We were looking for someone who would be able to make a difference to our clients’ business needs and bring a sharp creative focus to the work. We found that person in Ankit. He is a wonderful team player, filled with active curiosity and a hunger to solve tough business problems. We are super thrilled to have him in our team.”
Speaking on his new role, Ankit said, “I was looking for a role where I could do more than just planning. I wanted to be an integral part of a system and build it. My conversation with Theresa was honest and forthright about the challenges and the intent of the team. I saw the same intent in every team member that I spoke to and decided to take this up. I am excited to start this new journey and hope to make good of it.”