Page 5 - HGR March + April 2019
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NEWSLINE 3
Badly behaved brands: why campaigns
need consumer insight to succeed
By Michelle Janse van Vuuren, Marketing Director at Canon South Africa
The rise of digital media intrusive and relentless. Research
has reduced consumers’ by Trinity Mirror Solutions has Brands can now
shown that 40% of people associate
attention span to that of
brands with being ‘pushy’ and 57% of track customers
a goldfish, which is less adults agree that brands should be and prospects
more careful where they place their through every
than 9 seconds. advertising. stage of the
customer
With consumers seeing over 5,000 The data trade-off
ads a day , it’s no surprise that around However, with annual volumes of
615 million devices globally are now direct mail equating to 5.7 billion items
blocking ads. With so many brands in 2017 in the UK alone , what is the
competing for a few seconds of our
time, how can they cut through the difference between direct mail that journey, from
digital clutter with their marketing remains at the front of a consumer’s
efforts? From apps being created to
be deliberately addictive to users , mind compared to ‘junk mail’ that is looking at a
to consumers feeling as though they thrown in the bin?
are being stalked by bad digital ads
, marketers are responding by going Brands can maximise the product online
to the extremes. But the answer is effectiveness of direct mail by going to buying it in
more simple: effective marketing is beyond simply addressing customers store....
about understanding people and their by name: the key to doing this
behaviour. successfully is the relevance of the
marketing message and delivering it
Nick Morris, Founding Partner and
Managing Director at independent in a timely fashion. As a recipient of
behavioural insights practice Canvas8,
whose clients include Google, Nike, brand communication, we tend not to
Samsung and MTV, explains, “Despite
so much digital data being collected resent marketing when it’s personal what the data tells them, creating
about consumers, brands are still
failing to fully understand their and relevant. However, it becomes tailored offers and delivering them
customers. It’s more than just the
collection of data. Through gathering irritating and wasteful when it’s to consumers in real-time. Through
behavioural insights, considered
analysis and consistent application generic information that is not tailored digital media, consumers are sharing
to a brand’s marketing activities,
businesses can better understand to our individual buying behaviours more and more of this data about
their customers’ behaviours and
predict how they are likely to engage and product preferences – or has been themselves with brands. In return,
with certain marketing messages.”
delivered at an unsuitable time. they expect a positive trade-off in the
Consumers are already telling us
that advertising has become pervasive, By gathering behavioural insights form of relevant marketing materials,
on customers, it is now more possible personalised special offers that apply
than ever to communicate timely to previous purchases, or loyalty
and relevant messages. Brands can rewards – and rightly so.
now track customers and prospects
through every stage of the customer Act human
journey, from looking at a product People sell to people and the decision
online to buying it in store. At each to buy from one brand over another
touchpoint, they can collect and is not always necessarily about the
analyse data to gain a 360-degree product itself. This brings us back to
view of the customer’s behaviours Morris’s focus on behavioural insights:
and preferences. This gives the brand
multiple opportunities to act on PAGE 54
MARCH / APRIL 2019 | HOME GOODS RETAILER
