BRAND MARKETING RESEARCH: ‘Personable, Emotional and Less Functional’ Branding Key to Increased Brand Awareness

A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you're trying to keep up, consider this your one-stop shop.

According to a study by Survata, Instagram, with 22% of the vote, ranked No. 1 among 18- to 24-year-olds for the platform with the best natural ad experience, followed by Google with 21%, Facebook, 17%; Snapchat, 14%; YouTube, 11%; Pinterest, 8%; and Twitter, 7%.

Social Media Marketing Works: A study at University of Oxford, recently found that brands whose social marketing campaigns portrayed the brand as "more personable, emotional and less functional" - essentially more human - had a strong positive effect on brand awareness. There was, however, a difference of up to than 35 percentage points between the most and least effective campaigns, where content and style of the ad made a significant impact.

According to Tubular Intelligence, there are 181 videos from 91 brands that have more than 1 million engagements as well as 5 million views on YouTube. 

A new study conducted by IPG Mediabrands’ intelligence and investment unit Magna, the IPG Media Lab, analytics company Moat and programmatic software company The Trade Desk over the past year found that more viewable campaigns are also more likely to lead consumers to buy, click or register and that related standards achieve similar results.

Almost 80% of marketers said customer communications must include a two-way dialogue between brands and consumers that "more deeply engages customers, address[es] customer questions, resolves issues, influences purchase decisions, improves loyalty and increases transactions," but that less than half (48%) of marketers thought current two-way communications platforms could meet those needs, including social media, messaging apps and chatbots, according to a study by LiveWorld.

A study by Kantar Millward Brown found no strong correlation between campaign success and factors such as industry category, region, or number of creative types used in a campaign, but that brands who communicate using human language, connecting with people’s emotions and "avoiding more functional words and phrases," tend to perform better in advertising effectiveness.

A new study from Goldsmiths University and Adobe found that the majority of firms are not taking advantage of how AI can provide improved customer experiences. Almost two thirds (61%) of consumers said they were loyal to brands that tailor their experiences to them, yet less than a third of marketers are using AI to do so (32%).

The "Trust in News" study by Kantar found that traditional print and broadcast media brands are more resilient to accusations of “fake news” than social media platforms and digital news outlets and that news consumers are reading more widely and becoming more sophisticated in their engagement with news content, engaging in activities like "fact checking."

 Smartling, a translation technology service, released findings of a new study that reveals content localization is a top priority for global brands, with 94 percent of marketers surveyed in the U.S. and Europe citing plans to increase spending on content localization in the coming year.


Gretchen Gardner @gardnergretchen

Gretchen is a communications specialist and owner of GMG Strategic Communications. She currently lives in Buenos Aires, Argentina, where she works with Argentine and international ventures on shaping their content, branding and marketing strategies to position them for success in global markets. She is also a lover of all things information and has worked consistently in journalism since college, most recently as a writer at Portada and as the deputy editor of The Bubble, the first informal, English-language news portal in Buenos Aires. She hails from Washington, D.C. and has a bachelor's degree in history and Hispanic studies from Hamilton College as well as a master's in international relations from the Argentine university Universidad Torcuato Di Tella.
Gretchen is a communications specialist and owner of GMG Strategic Communications. She currently lives in Buenos Aires, Argentina, where she works with Argentine and international ventures on shaping their content, branding and marketing strategies to position them for success in global markets. She is also a lover of all things information and has worked consistently in journalism since college, most recently as a writer at Portada and as the deputy editor of The Bubble, the first informal, English-language news portal in Buenos Aires. She hails from Washington, D.C. and has a bachelor's degree in history and Hispanic studies from Hamilton College as well as a master's in international relations from the Argentine university Universidad Torcuato Di Tella.

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