The expansion of the digital world through mobile technology has leveled today’s marketing and advertising playing field, providing tools and techniques to reach a worldwide audience. But is going global the best way to make the most of your multi-channel marketing, or do you run the risk of your products and campaigns getting lost in translation across cultures? To truly maximize your effectiveness, you must find an appropriate balance between global scale and local differentiation.
In what was once a highly segmented, geographically limited market, advances in technology and the lower cost of mobile devices have introduced a new set of rules for marketers and advertisers alike. Developing and emerging markets are leaping headlong into the digital world, which now embraces millions of consumers who were left behind in a desktop-centric environment. But while global consumers share many powerful commonalities, marketers who want to leverage the worldwide scale of a global audience run the risk of missing the boat by not integrating local differences and nuances into their campaigns.
Mass media channels like Facebook and Google, for example, can be used to target or research consumers on a global scale, but there are many other popular platforms and apps whose appeal is profoundly local. One of the 10 most popular apps in Indonesia, for example, is Gojek, which allows users to book a ride on the back of someone else’s motorcycle. Completely indigenous to that country, this ride-sharing app was recently valued at $1.3 billion. Local opportunities such as this must be considered when experimenting with advertising effectiveness.
Another key to finding this macro/micro balance is being mindful of global market segments that may have distinctly local flavors. In one region, members of a certain segment may have a preference for particular types of mobile apps or ways of communicating, while in another area they use their mobile phones or smartphones very differently.
It’s important for global marketers and advertisers to affirm the best that each approach has to offer – to be wise about the time spent tailoring to local markets, while also not leaning too heavily on global sameness. Experimentation may take time, but regularly fine tuning your approach between global scale and local customization will lead to effectiveness improvements that can pay huge dividends.
This blog post has been adapted from an article in AMA Marketing News.
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GfK will release a completely new version of its geomarketing software RegioGraph at the end of March. RegioGraph 2017 features a new and simplified interface, faster results and numerous new options for analyzing and optimizing locations and sales territories. For the first time, users can work directly with online maps and aerial images. RegioGraph 2017 gives users from all industries an innovative and reliable basis for any location-based decision.
KKR voluntary public tender offer for GfK successful
The Grand Tour – Amazon’s biggest visual production to date – was released on 18 November 2016. Essentially, for all those who aren’t aware of what The Grand Tour is, the show is an updated version of BBC’s Top Gear, hosted by the three presenters who really (whether you like them or not) made the show what it is today: Jeremy Clarkson, Richard Hammond and James May.
Talk about the release and production of this new Amazon Original series has been circulating over the last 18 months, with Jeremy Clarkson even popping up in Amazon’s advertising to help promote products like the Amazon Fire stick, but also to help keep awareness of the new show alive.
Once the show was released, there were mixed reviews from all corners of the media, with some claiming that the show had exceeded expectations, whilst others felt it was offensive and off-key. Away from the newspaper columns and online comment sections though, our UK SVOD data allows us to understand a bit more about how the show actually performed against other titles on Amazon (they keep this data very close to their chest), and what viewers actually thought about the show.
Firstly, even though it was only launched halfway through the month, The Grand Tour (TGT) became the most streamed show on Amazon in November 2016, accounting for 8% of all the streams watched in that month. In the following month, the show was still the most streamed title, and increased its share of streams to 17%, a clear winner and ahead of the second placed title, The Man in the High Castle which attracted 9% of all streams viewed.
However, what is perhaps more interesting is that in December, 45% of all active Amazon users watched at least one episode of the program (we define an ‘active user’ as someone who has watched something in the last week). This is the highest proportion of unique viewers that we’ve ever recorded, not just for Amazon, but also across all platforms captured by our tracker in the UK (which includes Netflix and NowTV). This suggests that two things might be happening: existing subscribers are all intrigued by the show and/or lots of new people have signed up especially to watch the program.
One key reason behind Amazon’s investment, was of course, not just to attract publicity and views, but to encourage sign up amongst a different target audience to those already signed up.
In December 2016, the top reason for sign up to Amazon Prime was ‘to watch original series made by the provider’ (this excludes those signing up for free shipping and because of a free trial). The next most popular reason for sign up was ‘to watch exclusive content not available elsewhere’. To underpin the appeal of TGT, over half of those who said that they signed up to Amazon in order to watch a particular show said it was TGT that they wanted to watch, definite signs that TGT was doing the job it was commissioned for. This I believe can be fairly linked with the launch and increased marketing of The Grand Tour (awareness for TGT was high, with 84% of all Amazon users in December having heard of the show).
When asked why they started watching this new series, the majority of viewers (68%) said that they are/previously had been fans of the BBC’s version of the show. Furthermore, just over half (52%) also stated that they are fans of the presenting trio (Clarkson, Hammond and May), indicating that many of The Grand Tour’s viewers have migrated from the BBC to Amazon (and more technically, from Linear TV to SVOD).
In terms of the program quality, the main question most people are asking is, “is TGT better than the original?’. Amongst those that watched the show, 55% felt that The Grand Tour was ‘much/slightly better’ than the BBC’s Top Gear show with the same presenters, and 45% of viewers also thought that the show exceeded their original expectations. This is backed up with the show’s content rating.
When asked to rate the show using a 10 point scale, TGT scores a content rating of 8.6, higher than most other big Amazon Originals such as The Man in the High Castle (8.3), Transparent (8.2) and Bosch (8.5). The show also scores a lot higher when compared to the average content rating for any show watched on Amazon, which currently stands at 7.9, proving that the high production cost may be paying off (as it happens, the viewers of the show also agree that Amazon’s investment has been worth it, with less than 1/6 of viewers saying that they were disappointed with the show, or that Amazon have wasted their money in making it).
With Amazon finding success from their investment into TGT, it should be expected that they will continue to spend to produce exclusive content not available elsewhere to bolster users of the service.
It is also highly likely that the 2nd season of TGT will be backed by an even bigger marketing budget, given the success the show had in reaching such a wide range of Amazon users, and that all those who watched the show generally thought it was great.
The interesting thing will be how Amazon and The Grand Tour production team decide to follow up with season 2. Will they stick to the tried and tested formula (which seems to be working), or will they try even more adventurous journeys and stunts? At the end of the day, given that most people are watching the show because they like cars and the presenters (Clarkson, Hammond and May), Amazon will undoubtedly follow up with a 2nd season that is equally as successful, so long as they keep those two critical elements at the very core of the show, and continue to build excitement by using the iconic trio in the company’s wider marketing campaign in the run up to release.
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The Grand Tour has been a massive hit for Amazon but what are the key drivers behind choosing to view? Download our infographic and get the answer!
Amazon’s biggest visual production to date, The Grand Tour, shows clear appeal among UK SVOD viewers. GfK’s established SVOD content tracking and analysis finds that the show swept the board versus other titles viewed on Amazon. It was the most viewed title in both November and December 2016, attracting the biggest audience reach for an Amazon show in the UK since GfK’s tracking service began in 2015.
Results of the GfK Consumer Climate Europe study for the fourth quarter of 2016
Over a quarter of internet users (27 percent) across 17 countries strongly agree* that they are willing to share their personal data in exchange for benefits or rewards like lower costs or personalized service.
In contrast, 19 percent are firmly unwilling* to share their data.
Asked whether they agree or disagree with the statement “I am willing to share my personal data (health, financial, driving records, energy use, etc.) in exchange for benefits or rewards like lower costs or personalized service”, more people firmly agree with sharing personal data, in return for rewards, than firmly disagree.
Those in China, Mexico and Russia were the most likely to agree firmly with the statement about sharing personal data, while Germany, France and Brazil on the other hand, had the highest amounts of people that were heavily unwilling to share their data.
Globally, people aged 30-40 were the most likely to be highly willing to share personal data (34%), followed by those in their twenties (33%) and those aged 15-19 years old (28%).
Equal percentages of both men and women are firmly willing to share their data in return for benefits – both standing at 27 percent. However, more women than men class themselves as firmly unwilling, standing at 21 percent of women versus 18 percent of men.
For consumers around the world who are willing to share their personal data, programmatic advertising allows brands to put them at the center of their marketing and deliver more meaningful messages that ultimately resonate deeper with them.
* GfK asked people to indicate how strongly they agree or disagree with the statement, “I am willing to share my personal data (health, financial, driving records, energy use, etc.) in exchange for benefits or rewards like lower costs or personalized service”, using a 7-point scale where “1” means “don’t agree at all” and “7” means “agree completely. The data given in this article shows the percentage of respondents selecting top two boxes (indicating strongly or completely agree) or bottom two boxes (indicating strongly or completely disagree)
About the study
GfK conducted an online survey with over 27,000 consumers aged 15 or older in 22 countries.
As part of the survey, Fieldwork was completed in June 2015 and data are weighted to reflect the demographic composition of the online population age 15+ in each market. The countries included are Argentina, Australia, Belgium, Brazil, Canada, China, Czech Republic, France, Germany, Hong Kong, Italy, Japan, Mexico, Netherlands, Poland, Russia, South Korea, Spain, Sweden, Turkey, U.K and U.S.
Download the full results from our global study
Continued 4G expansion in China, plus accelerating growth in Russia, drove global demand over the year. Smartphone sales in 4Q16 totaled 391 million units globally, up six percent year-on-year. All regions except Western Europe saw year-on-year growth in 4Q16.
Mobile data exchange company adsquare is making region-based consumer insights from global market research company GfK available on their platform. The combination of rich consumer insights and a real-time mobile platform takes programmatic advertising to a new level.
Campaign Performance Analysis (CPA) will be the first solution available as GfK begins a unique expansion of its GfK Crossmedia Link (GXL) services in China.