Brand success in 2022 requires an understanding of mood, monotony and motivation

LONDON and SAN FRANCISCO and SINGAPORE, Jan. 20, 2022 /PRNewswire/ — TEAM LEWIS, the global marketing agency, today launched its latest trend guide in partnership with market research firm GWI. The report delves into the evolution of today’s multi-moment audience and the changes the pandemic has brought to today’s marketing multiverse. Markets covered in the report include Australia, Belgium, France, Germany, hong kong, Italy, Malaysia, Netherlands, Portugal, Singapore, Spain, UK and USA.

“It’s no longer as simple as showing up in front of your audience with one message as many times as possible,” says Simon Billington, Executive Creative Director at TEAM LEWIS. “Consumers’ expectations of a brand’s interaction with them are clear. They want unique and eye-catching creative delivered in a personalized way. The complexity of the message and the vehicle in which the message is delivered are paramount to success.”

With increased screen time and device ownership, rampant use of social media, and growing concerns about privacy, today’s audiences have a heightened desire to impact the world that surrounds them. These changes point to three key themes discussed in the report: ending monotony to avoid marketing immunity, understanding how mood can impact an audience, and harnessing key motivators to foster more meaningful connections.

Key findings include:

  • screen time
    • Screen time continues to grow in most countries, with the exception of Australia, Malaysia, Singapore and the United States
    • Hong Kongers and Malaysians prefer to spend more time on their mobile devices than on PCs, laptops and tablets
  • Device Ownership
    • Globally, audiences own three or more devices
    • Malaysians own fewer than three devices on average, but spend the most time on the internet globally. United States, United Kingdom, Germany and Italy are above the global average for device ownership.
  • Use of social media
    • APAC countries use an average of four platforms per day
    • Western Europe has the lowest usage, with less than three rigs per day
  • Attitudes towards privacy
    • Globally, consumers’ top concern is how companies use their personal data online (39%), followed by a preference for maintaining online anonymity (34%).
  • Today’s Marketing Landscape
    • Main channels
      • Website is still king – 56% have visited a brand’s website in the past month
      • Newsletters are still effective – 26% read an email or newsletter from a brand
    • Consumer expectations
      • Global consumers unanimously want brands to be trusted, authentic and innovative
    • The rise of audio
      • Over the past three years there has been an increase in the consumption of music streaming services and podcasts
      • Australia & Singapore record the strongest growth in music streaming and listening to YOY podcasts
    • Skepticism with social networks
      • Only 23% of consumers worldwide think social media is good for society
      • Malaysians are the most positive about social media, with 40% seeing it as a force for good

Download the Marketing in 2022: Multi-Moment Audience report here.

TEAM LEWIS is a global marketing agency designed to help and inspire brands to grow. It provides a full range of marketing, communications and digital services to deliver tangible business impact to clients. The company has more than 650 employees in 24 offices in Asia, Europe and North America.

About GWI
GWI is the leading audience information company. The company’s flagship survey represents 2.7 billion people worldwide, continuously collecting data from 48 countries. It provides global data at an unparalleled scale to help businesses quickly gain an in-depth understanding of their audience. Its SaaS platform and custom data products are trusted by the world’s leading brands, media organizations and agencies. Clients include Google, Spotify, Twitter, EA, Red Bull, WPP and Omnicom.

For more information, please contact:
Lauren Bushel, Global Head of Marketing, TEAM LEWIS at [email protected]
Vic Miller, VP PR & Communications, GWI at [email protected]


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