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However, the channel will not guarantee strong performance. The performance of campaigns we have measured varies massively.
Here we are comparing the best 20% vs the worst 20% and the worst campaigns actually have negative impacts on brand metrics!
This variance is widely explained by creative factors. And creative quality matters more than ever: the gap between best and worst performing campaigns is getting wider and wider.
The mobile medium has matured and executional mistakes are not as easily forgiven as in the early days.
Of course creative is not the only relevant factor for a campaigns success, it’s also the targeting. However, a good and effective media targeting is not enough to compensate for a bad creative. It can boost the performance of the best mobile campaigns, but it does not mitigate the effects of bad creative.
The best creative, delivered on-target, will have a greater success, while poor creative shows poor results regardless, but especially when targeted inefficiently.
So, given the importance of creativity, what general learning can we share about the most creative campaigns?
As a result of our global study that contained both quant and qual research, one piece of guidance we feel is necessary in the mobile world is to have the consumer at the heart of what you do and therefore to make sure everything you do respects this space by:
Tailoring content to both the audience and the context where you are advertising
Enabling deeper engagements if the consumer chooses to
Always consider the personal and portable nature of mobile in what you do
Make sure there is value to the consumer, give something of perceived value back
It needs to be clear, functional and focused
And take into account the time and the place where the consumer is going to be exposed
So, ‘What ARE the drivers of Customer Centricity?
Well, our study uncovered 10 key drivers of Customer Centricity, clustered in 3 dimensions. We have used the 66 variables in the I2020 data to identify which drivers contribute most to Business Growth; Customer-centric business growth. By doing this, we can quantify the impact of drivers. Three distinct dimensions came out, each with consisting of specific drivers.
First of all, an external dimension: delivering a Total Experience to Customers. 3x more (85% vs 29%)
The second is the internal, the organizational dimension: Customer Obsession. 4x more (87% vs 22%)
The third dimension is about the Strategic Leverage of Insights and Analytics, and the Insights Engine. 4x more (51% vs 12%)
We will now zoom in on each of the 3 dimensions to understand in more detail WHAT to do and HOW to achieve this, step by step. We will illustrate each element with a case study example to bring it to life.
Beaucoup d’expériences diverses de communication digitale dans les dernières années : elles étaient souvent cantonnées à un département et s’ajoutaient à des dispositifs de communication traditionnels.
Désormais, il y a une vraie prise de conscience que le digital n’est pas une expertise mais qu’il concerne une dimension essentielle des entreprises : la consumer centricity.
En 2016, des fondations vont être posées au niveau marque mais également à un niveau industrie.