Tuesday, August 04, 2020

How to better integrate Thai multi-channel marketing campaigns

Jan 19. 2018
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By The Nation

In Thailand, three in four (73 per cent) of consumers surveyed report that they are seeing more ads in a wider variety of places than they did three years ago. But 42 per cent of Thai consumers don’t think that the ads they see online and offline fit together well, shows AdReaction: The Art of Integration 2018, a new study from Kantar Millward Brown.

The study examines the state of multichannel advertising campaigns, drawing on quantitative research in 45 countries including Thailand, multichannel copy testing, and custom analysis of Kantar Millward Brown’s global media effectiveness and copy testing databases. So, while the variety of channels available to Thai marketers has increased dramatically, ineffective multichannel strategies are jeopardising the success of these campaigns.

“In Thailand, a strong campaign idea is the heart of a successful campaign. Ensuring that your campaign idea is validated by consumer insights at the beginning can save a lot of pain in later stages. Most Thai marketers today spend more money and time to research the final execution without clear understanding if the consumer insights are strong enough for a successful campaign,” says Usana Chantarklum, chief client officer, Kantar Insights, Thailand.

What’s more, ineffective and disjointed advertising runs the risk of alienating consumers. Many surveyed in Thailand said they were uncomfortable with this increase in advertising, with 70 per cent agree that ads are more intrusive nowadays. The fact that over half of Thais see advertising in a negative light should be a wakeup call for marketers in the country.

“Consumers feel overwhelmed by advertising from all angles while marketers struggle to make the most of ad formats and channels to best reach consumers, and the latest AdReaction report unveils a disconnect between how marketers and consumers perceive campaign success. In AdReaction, we’ve laid out guiding principles to help marketers better integrate campaigns across channels and identified the key creative elements of successful campaigns as best practices.” says Duncan Southgate, Global Brand Director, Media & Digital, Kantar Millward Brown.

AdReaction: The Art of Integration identifies five key guiding principles for brands to consider when implementing multichannel campaigns that fuel their growth and avoid the pitfalls of fragmentation:

1) Start with a strong campaign idea: Campaigns with a strong central idea perform better across all brand KPIs (+64%), especially brand image associations (+91%), as well as across all channels. The idea is the most important component of the campaign. Great campaigns need a strong central idea to act as connective tissue across all content, and integrated content needs to cue this idea.

2) Make each ad in an integrated campaign amazing: With multichannel pretesting, we see a campaign is defined most closely by the average of all executions, even more so than the best or worst individual execution. Unless media spend will be skewed towards one execution, every piece of content matters and contributes to overall success and brand building.

3) Integrate more campaign cues: Even without any customization, integrated campaigns are 26 per cent more effective at building brands, yet still one in four of the campaigns analyzed were not well integrated. The more cues used, the better. Consumers expect multichannel campaigns to deliver basic connective elements like the same logo and slogan. However, the study shows that consistent characters or personalities and music/soundtrack are the individual cues which most help brand impact, often differentiating the best campaigns. The report also found that all channels benefit from synergies, but some channels work particularly well with each other. The strongest overall synergy combinations are between TV and Facebook, and TV and outdoor.

4) Invest only in channels that have a clear role in the campaign: Marketers need to choose channels wisely – only using those which have a clear role in the campaign and in reaching the target audience. It’s also important to understand what each channel can deliver in terms of impact and cost. For example, online ads are cost effective in extending TV reach and building brand metrics from awareness through to purchase intent. However, consumers’ attitudes are more positive to traditional media than online advertising and people are more likely to recall negative online targeting experiences than positive ones.

5) Customize content for each channel: There is a sweet spot between integration and customization. A strong integrated campaign must be flexible enough to enable novel, complementary content, but familiar enough to link the key campaign elements tightly together.

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