STAiiRS - Marketing Agency China’s Post

Gen-Z — the cohort born between 1995 and 2009 — make up about 30 percent of the global population and have a spending power of $450 billion, according to the BBC. As Gen-Z’s prevalence as a consumer cohort continues to grow, fashion and beauty brands are prioritising investment into connecting with them, while innovating to meet their needs and expectations. This approach includes plugging into the strong, if sometimes contradictory, values Gen-Z consumers hold, as well as the expectation for authentic, trustworthy and community-focused content online. Gen-Z also looks to be engaged, educated and entertained on social platforms — they have grown up with a plethora of digital touchpoints and omnipresent branding through these channels, so cutting through the noise to grab their attention is a challenge. Gen-Z reportedly loses active attention for ads after just 1.3 seconds, according to a study by Yahoo and OMD Worldwide. To discuss how best to connect to this complex consumer cohort that is now critical to success, BoF’s commercial features editor Sophie Soar moderated a discussion between Alison Bringé, chief marketing officer of software, data and insights company Launchmetrics, which works with fashion, beauty and retail brands like Versace, Tiffany, Uniqlo, Shiseido and Drunk Elephant, and Shaina Zafar, an executive at the Next Gen Practice at United Talent Agency’s UTA Marketing. Zafar previously co-founded and acted as chief marketing officer at gen-z marketing agency JUV Consulting, which was acquired by UTA in March of this year. Read more.

Exciting Insights into Branding Strategies! Ever wondered how big brands masterfully tap into our emotions, fuel modernity, elevate status, and employ distinctive approaches to captivate diverse audiences? ➡️ Let’s explore the fascinating world of brand psychology! Emotion: Big brands seamlessly weave emotions into their narratives, creating a powerful connection with consumers and build till last forever. Resonance drives lasting brand loyalty and influences purchase decisions. 📲Modernity: Staying ahead in the digital era, brands leverage modern platforms to showcase innovation and relevance. From social media to cutting-edge campaigns, they redefine modernity to stay top-of-mind. Brand finds its own way to menuever the intrinsic value fits in their kitty. Status: Crafting an aspirational image, brands strategically align with consumers’ desires for status and recognition. The allure of exclusivity and prestige catalyzes consumer behavior, driving brand affinity. Distinctive Approaches: Tailoring messages to diverse target audiences ensures a brand’s broad appeal. Brands employ nuanced strategies, recognizing that different demographics respond uniquely to specific messaging. Categorization & Catalysis: Big brands meticulously categorize their audience segments and catalyze purchase behavior through targeted marketing. Personalization is key, as brands tailor experiences to meet individual preferences and needs. In conclusion, the art of brand-building involves a delicate dance between emotions, modernity, status, and distinctive approaches. Understanding the psychology behind these elements empowers brands to not only connect but also influence consumer behavior. #BrandStrategy #MarketingMagic #ConsumerPsychology #InnovationInBranding Big shout out to all marketing enthusiasts, must follow this video! #marketingtactics_ Rolls-Royce Coca-Cola Canada Bottling Limited Amazing!

Cultural Resonance Score™ - A New Benchmark for Brands TMA just dropped their inaugural Cultural Resonance Score, highlighting the critical relationship between brands and their consumers. It’s not just about transactions; it’s about shared worldviews and genuine understanding. 🔥 Key Takeaways: 1. Brands with a higher score grew 25% more than rivals last year. Leading the pack? Amazon, Google, & Crayola. 2. Cultural Resonance stands on four pillars: - Recognition (Brand clarity) - Alliance (Alignment with consumers) - Engagement (Time consumers spend with a brand) - Advocacy (Magnifying brand's message) 3. Surprises? Crayola! Standing strong for generations, it's a masterclass in brand consistency and evolution. 4. Gen Z’s top picks? Youtube, Apple, Marvel, Target, and Google. 🔥 5. Most resonant brands combine high recognition, alliance, and engagement. Like how Amazon turned Prime Day into a global event! 6. Top resonant categories? Chocolate, video games, and toys. Plus, shoutout to e-Commerce giants & pet care products. 7. Using BERA.ai's immense brand equity data, this score nails consumer category capture with 85% accuracy. Why does this matter? In today's world, it's not enough to be relevant; brands need to resonate. And with TMA’s insights, brands can pinpoint weaknesses, devise tactics, and monitor progression. Keep an eye out - this score's set to become ann annual yardstick for brand resonance. #CulturalResonance #Branding #TMA #MarketingMetrics https://lnkd.in/gCtmDmT6

Many thanks to MediaCat for asking me to share my views for 2024. If your Turkish is better then mine here is the article - https://lnkd.in/e5mY3NhK Failing that, here is a summary:   What were the rising marketing tools / trends in 2023?    ·     AI started to move into the marketing mainstream.   ·     A lot of influential evidence-based research streams were being integrated and consolidated by well-informed and insightful marketers. ·     Empirical importance of emotion and behavioural economics became very noticeable – especially in B2B.   For marketers, what are the lessons that could be taken from 2023? (I’m not sure if you were able to follow the Turkish market. If so, the answer can be related to Turkey, otherwise a global perspective would work just as well.)  ·     Geopolitical instability plagued many parts of the world and inflation was a particular issue. Organisations that have invested in brands were able to put their prices up. Coca-Cola provides a relevant example. ·     The array of technical tools (dare I say toys) marketers will have at their disposal is increasing exponentially. Before brand marketers are seduced by the newest, latest and greatest innovations, they should take a step back, evaluate and assess whether that tool will enable them to deliver value to their customers and other stakeholders.   In 2024, what should marketers consider and what should be done differently? ·     It’s hard to predict beyond next week, let alone next year with any great degree of certainty given the turbulent times that we live in. ·     Do less, well. A lot of FMCG brands have been streamlining brand and product portfolios – for good reason. ·     Build a brand that focuses on the constants of human behaviour. Bill Bernbach, DDB Founder, is arguably one of the greatest marketers of all time, and he’s quoted as saying: “It took millions of years for man’s instincts to develop. It will take millions more for them to even vary. It is fashionable to talk about changing man. A communicator must be concerned with unchanging man, with his obsessive drive to survive, to be admired, to succeed, to love, to take care of his own.” Human behaviour is surprisingly resilient to change. Smart marketers are students of human behaviour. Many thanks to Erdem Akın TEMEL for his patience and translation ⭐️ 📚 Kapital Medya have also kindly arranged for me to do a book signing for the Turkish edition of Building Brand Experiences. Baris Cezar Doğan Terzi Gül Lüş Muhammet Özcan Mustafa Mucahitoglu Arzu Nilay Kocasu Birce Guler Mustafa Kabakci Yusuf Bulut Esin Aydemir Kasa ZEYNEP YALIM UZUN Muad M. Zaki Simru Delen İpek Mert Dorman Basak Karaca Basak Kural Uslu Basak Karaca Ridvan Kasa Zeynep Kalkavan Mehmet Abbasoglu Yağmur Gençer Ece Karapınar Ahu Özışık Esra Aytekin Aylin Alpay Pelin Ozkan Kapital Medya Kapital Media Group  

How to Optimise Brand Performance Strategies to Reach Gen-Z Consumers

In a fiercely competitive industry like the beauty and cosmetic industry, standing out and attracting customers can be a hassle. However, many successful brands have mastered the “formula” and the unique art of standing out in this crowded industry.  From captivating product launches to compelling marketing strategies, these industry giants know how to make a lasting impression. In an industry filled with new trends and ever-changing innovation, the right strategy can make your road to success a little easier.  In this blog, we’ll delve into the tactics employed by major beauty brands to draw in their target audience. We explore […]

Integral Ad Science will now provide valuable third-party affirmation that brands running ads on X are appearing in brand safe and suitable environments as defined by the Global Alliance for Responsible Media (GARM) framework. Lisa Utzschneider, CEO at IAS, said, "We’re proud to be the first and only pre-bid brand safety and suitability partner with X and look forward to furthering the company’s commitment to transparency by giving marketers greater control through solutions that safeguard a brand’s interests and drive brand equity.” Meanwhile, Linda Yaccarino, CEO at X, commented, “At X, balancing free expression and platform safety is our number one priority – and we are proving these two things are not at odds. Growing our partnership with IAS offers brands a new level of protection and transparency as they continue to grow on X.” #advertising #socialmedia #digitaladvertising ------- -[Conference] MARKETECH APAC's "What's NEXT" conference is making its debut in Malaysia this November, and will feature industry discussions on AI, customer experience, influencer marketing, digital advertising, among others. Learn more about how you can be part of the discussion here: https://bit.ly/47lsnQf -[Webinar] Our latest webinar with marketing leaders from Globe Telecom, PRIMER Group, and Emperador Distillers aims to aid marketers in navigating the hurdles and implementation strategies of AI-driven marketing strategies. Register here for on-demand access: https://bit.ly/3K6hKXk

One for One or One for All: Rethinking Brand Strategy. In the latest report from Ehrenberg-Bass Institute, '𝙍𝙚𝙩𝙝𝙞𝙣𝙠𝙞𝙣𝙜 𝘽𝙧𝙖𝙣𝙙 𝙎𝙩𝙧𝙖𝙩𝙚𝙜𝙮: 𝙁𝙧𝙤𝙢 𝙎𝙏𝙋 𝙩𝙤 𝙈𝙖𝙧𝙠𝙚𝙩-𝘽𝙖𝙨𝙚𝙙 𝘼𝙨𝙨𝙚𝙩 𝙏𝙝𝙚𝙤𝙧𝙮' the team delves into empirical observations about how brands compete, grow and decline, revealing a compelling contradiction with the expected outcomes of #segmentation, #targeting and #positioning theory. 𝗦𝗧𝗣 𝗧𝗵𝗲𝗼𝗿𝘆: 𝗔 𝗖𝗹𝗮𝘀𝘀𝗶𝗰 𝗔𝗽𝗽𝗿𝗼𝗮𝗰𝗵 Pioneered by Philip Kotler, STP has been the cornerstone of marketing education. It's all about segmenting the market, targeting specific groups, and positioning your brand to outshine competitors in these segments. This approach aims to create brand differentiation, boost customer satisfaction, and encourage repeat purchases. 𝗠𝗮𝗿𝗸𝗲𝘁-𝗕𝗮𝘀𝗲𝗱 𝗔𝘀𝘀𝗲𝘁 𝗧𝗵𝗲𝗼𝗿𝘆: 𝗔 𝗡𝗲𝘄 𝗣𝗲𝗿𝘀𝗽𝗲𝗰𝘁𝗶𝘃𝗲 Recent empirical research has started to challenge the principles of STP, leading to the rise of the market-based asset theory. This approach, evolving from the concept of market-based assets, focuses on long-term competition in terms of mental and physical brand availability. It's not just about making your brand seem unique; it's about making it more mentally available (easily recalled and distinctive) and physically available (widely distributed and accessible). 𝗔 𝗦𝗵𝗶𝗳𝘁 𝗶𝗻 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗙𝗼𝗰𝘂𝘀 For marketers, this implies a significant shift: Enhancing Mental Availability: Building a brand that stays top-of-mind through distinctive assets, easily recognized and recalled across various buying scenarios. Increasing Physical Availability: Expanding distribution to ensure the brand is there when and where consumers are ready to buy. Adapting Marketing Activities: Aligning all marketing efforts to boost the brand's mental and physical availability. Broad Audience Focus: Rather than targeting narrow segments, aim to reach a wider audience to expand the customer base. 𝗧𝗵𝗲 𝗕𝗼𝘁𝘁𝗼𝗺 𝗟𝗶𝗻𝗲 Today's savvy marketer should lean towards the market-based asset approach, enhancing brand visibility and availability, instead of solely depending on the traditional STP focus on targeting and differentiation. #MarketingStrategy #BrandCompetition #MarketBasedAssetTheory #ModernMarketing"

🚀 🚀 🚀 Exciting news! In today's fast-paced world, understanding and adapting to consumer preferences is crucial for any brand's success. MarketCast's Brand Tracking+ solution promises to provide invaluable insights into consumer sentiment, brand perception, and market trends. This means businesses can make data-driven decisions, optimize their strategies, and stay ahead of the competition. DM me to find out more. 🙌

🚀📖 I'm thrilled to announce the publication of our latest piece on Precision Branding and the power of First-Fast Response (FFR) for mindshare measurement and brand optimization. 🧠 💡 A Different Kind of Metric: FFR measures how quickly brands come to mind in specific needs-based contexts (aka "demand spaces"). Tailoring campaigns to these spaces yields potent results, influencing consumers' brand associations effectively and "capturing mind share". 📈 Real-World Results: We put FFR to the test during the 2023 Super Bowl, and the results were seriously impressive. FFR outperformed other conventional brand health metrics in responsiveness to marketing activity and predicting purchasing outcomes. It also captured the most variation in consumer response to ads targeting different demand spaces, highlighting the effectiveness of needs-based messaging. 🎯 Precision Branding: Using FFR in tandem with conventional metrics can give marketers a more precise understanding of near-term brand impact within target demand spaces. As marketers launch campaigns, they can use FFR to gain early insight into how their outreach is performing, refine those campaigns as needed, and test again. Read more here: https://lnkd.in/gKZyveZf And shout-out to the brilliant team behind the work: David Ratajczak, Leonardo Fascione, Gabriela Barrios, Lauren Taylor, Mario Simon, Carolyn Armstrong, PhD, Dimitri Limberopoulos #Marketing #Branding #PrecisionBranding #FFR #ConsumerInsights #MarketingMetrics #MarketingResearch