Speeding up the creative development process
As we continue to consume an increasing variety of digital media, brands are adapting their media budgets accordingly.
With this increased focus on digital content, expectations are shifting in terms of timings as well. Rigorous development and pre-testing of a campaign over a 6-month period is no longer feasible. Instead, content needs to be created faster and more frequently than ever before.
In addition, with digital content being consumed differently than traditional content, it is essential for measurement techniques to adjust. This creates a need for faster solutions that enable brands to test new content early in the creative development process in a way that is more representative of actual consumer behavior.
Optimizing social media content
We all saw it coming for a while, and finally in 2016, total internet ad spend surpassed that of television. Most of that money goes to search, while social has the second biggest budget in this space. In fact, annual budgets for social campaigns have increased nearly five-fold from $13 billion in 2014 to $60 billion today.
To be successful with your digital strategy, it is no longer a question “if” you should invest in social, but rather “how” to develop the right content to drive success.
Navigating social media today is a tricky business. Endless scrolling and fake news have made users distracted, bored and skeptical. This makes it difficult for brands to grab people’s attention and drive short-term sales and long-term equity.
To accurately assess which digital assets are most successful in fulfilling these objectives, we need to go beyond traditional methods. Our approaches should mimic and observe natural consumer interactions with content, instead of relying on stated behavior and preferences.
Adapting to differences between e-tail and retail
Last but certainly not least, we will be taking a closer look at recent developments in e-commerce.
Although opportunities for online retail are undeniable, these channels also come with their own set of challenges, as many rules of traditional retail do not apply.
We will explore how consumers’ choice behavior may differ in e-tail from traditional retail, and how this impacts both business decisions and research approaches.