How to Make the Best ROI from Marketing Comm. Spends – Millward Brown
As the media gets fragmented by the day, it becomes increasingly difficult for marketers to adequately gauge the return on marketing communications investment in media. In a bid to assist the marketer get out of this predicament, Millward Brown, a leading global communications research agency recently organized a knowledge sharing session with clients in Lagos. Brandcrunch reports.
The session focused on the complexity of the media as it grows into various channels for marketing purposes. Africa is fast developing in media market, which is shaped by societal changing patterns, but more by technology affirmed the Millward Brown team.
“Clients are faced with this increasing complexity and what we are doing is to help them navigate through that increasingly difficult realities that they are facing in the media world as we give them some ideas and concepts on how to tackle those complexities to achieve marketing results,” emphasized Shiv Moule, Chief Solution Officer, AMAP, MB Singapore.
Speaking on the theme: One size fits many: Advertising beyond borders, to the select audience, on the backdrop of multinational companies’ knack for deploying global campaigns without due regards to individual market’s differences, Moulee says every country is unique. While further breaking down the theme, he explained that advertising transference beyond cultural difference explains similarities of ad performance across markets.
Voting for ads that talk to everyday situations rather than abstract ads, Moulee said there is a great degree of diversity within Africa while transference is relatively low within Asia but Europe is said to enjoy between 56-58% transference.
The speaker pointed out that music is extremely strong in advertising in Africa just as adverts that work in Nigeria, Ghana and Kenya show the following traits: Family and community theme- sense of happiness- emotional with underlying theme of music; Happy optimism – show positive images, sense of fun, optimism and drama; fun, music and humour among others. However, despite these common traits, functional transference within Africa is put at only 43%.
Zeroing in on each of the selected three African countries the presenter discloses “there are clear cultural differences within Africa”. Ads in Nigeria reflect power, individuality, assertion; In Ghana ads exude authority, community, harmony structure while in East Africa ads are less hierarchical, there is harmony and comfort in ambiguity.
Focusing on Nigeria, factors noted to contribute to successful ads include very strong sense of being Nigerian (nationalistic tones/tendencies), aspiration imagery, vibrancy – in the use of local music and use of colours. In Ghana, intimacy, emotional and a sense of family determine ads that work.
From the above, Moulee submits “clearly, there is more divergence than convergence in the world when it comes to advertising successful” pointing out why it is difficult and sometimes uneconomical to use the same execution across markets.
Four key factors however affect advertising transference according to him, these include stage of category development, brand stature and meaning, media exposure and advertising diet (these three are the main contributors in 70% of cases where an ad fails to travel) while cultural factors also contribute to the list.
“Stage of category development can influence how consumers respond to advertising. A number of categories are evolving rapidly and at different stages in across markets. This affects consumers’ expectations from brands and advertising”. Similarly, he explained that differences in brand stature can affect brand perception and expectations from advertising adding that brand status can vary significantly by market.
Closing his presentation, while the MB chief did not expressly discourage or encourage ad transference, he urged marketers to evaluate the impact on their brand and adhere to the scheme that delievers the best ROI to the brand.
As part of “bringing money back to the client pockets” after the huge investment on communications, Andrejz Suski, Head of Digital, MB South Africa presenting a paper with the theme: Changing Channel with confidence – a structure for innovation, affirms that media consumption is changing.
“A 70 – 20- 10 framework can help drive innovation. It is all about optimization. Reallocating your spend can bring a bigger and better ROI”. He submitted.
Premium brands deliever better ROI no doubt, hence Shiv second presentation dissected premium brands and what price premium entails. “It is all about buying a brand, buying it more often and paying more”, he explains. Mechanics on premiumness include ability to command a price that is higher in a mass category. “A premium brand is one that is worth paying more for” Its DNA incorporates the following: Genuine –sense of authenticity, quality and confident; desirability –it must appeal to the senses and tactile feel; and exclusivity though this is more of a luxury brand trait, it implies that it must be a discerning choice.
A brand could attain premiumness through innovation, association and communication. Focusing on the latter, a brand becomes premium if the messages resonate; there is emotional connect with the consumers; and if the communication rides on a sharp focus on features of the brand. However, it is worthy of note that use of celebrity does not necessarily drive brand premiumness. In the same way as humour is revealed to be antithetical to driving brand premiumness.