The latest advanced in AI/ml approaches are helping uncover efficiencies across sectors across a wide spectrum of business needs. Can these machine-driven approaches that leverage advanced statistical analyses help us unleash creativity?
In this study, the conscious findings are aimed to be blended with the target audience's emotional reactions to get a 360 degree insight what attracts Generation Z in TV commercials and whether these cause a tension for the grown-ups. Within combining conscious and unconscious systems' perspective, it is aimed to transform emotions into motion within a wider audience and strengthen the consumer centric stand of the brand.
Sensory cues provide the basis for understanding how to design and develop products to achieve harmony with the brand promise. Traditional research techniques focus on maximising purchase interest, preferences, and liking, to guide the construction of the concept and product. However, delivering a holistic product experience starts with understanding which sensory cues signal to consumers an expectation and/or confirm the delivery of benefits promised by the brand and product positioning. This transformational shift in innovation research enabled Campbell's to build a positive, sustained emotional connection between the consumer and brand in the development and launch of My Goodness Soups. This presentation details the science, method, and the application of sensory cues.
Segmentation is crucial for investment prioritisation, smarter communications, meaningful innovations to capture growth. Furthermore, a holistic segmentation provides "common tongue" - a shared marketing language to be integrated and embedded in all parts of the organisation. This paper seeks to illustrate how creative- embedding through gamification combined with sophisticated database targeting was effective and catalysed a paradigm shift in a leading telecommunication business in Malaysia.
Segmentation is crucial for investment prioritisation, smarter communications, meaningful innovations to capture growth. Furthermore, a holistic segmentation provides "common tongue" - a shared marketing language to be integrated and embedded in all parts of the organisation. The traditional approach, albeit useful for individual functions, lacks integration across the business and opportunities for growth may be missed or under-utilised. This presentation outlines a robust holistic customer segmentation approach that takes into account the needs of all business functions, balancing marketing richness (customer values, needs, wants, attitudes) with behavioural/demographic targetability. An innovative approach to socialise the segmentation in the organisation using a custom-made segmentation board game will also be detailed. The impact of the approach on the business is showcased with Celcom Axiata's new integrated segmentation system.
The world is coalescing: why should we regard Russia separately from the rest? Take Russian children, for example. They watch The Simpsons, listen to Justin Bieber, aspire to have 'gangsta style' and say 'hey' instead of 'privet'. They might appear to be similar to their Western peers, however this is merely a pitfall for international brands aiming to directly export Western marketing communication to Russia. Because the differences are not obvious from the outside, it is more important than ever to go beyond the surface and listen to cultural specifics. The paper presents a holistic view of Russian kids between the ages of 5 and 8 years from both the perspective of an insider and by contextualising this culture with that of Western Europe. This presentation shows how Russian cultural specifics (as well as its growing similarities with the West) can be successfully considered and implemented into multinational brand strategy through a case study of the Danone kids' brand Rastishka (known as Danino or Danonino in English speaking countries).