The world we are living is full of information. Every minute, the world has recorded 4 million videos watched on Youtube and 49,000 photos posted on Instagram. Particular in marketing, there are 5000 messages sent per day and marketers have only 8 seconds to attract people’s attention. However, quantity does not mean quality.
Just within APAC area, up to 40% of people are using Ad Blockers and people wouldn’t care if 77% of brands disappear? It proves that the brand and their content bring little value for people in the current value exchange with the brand. This news from Havas Media is the main concern discussed in Solvay Business Talk last July 18.
Meaningful marketing goes beyond the product. It explores how brands tangibly improve people lives and the role they play in society. Its purpose is to generate business results (like significantly higher KPIs our outperforming the stock market) by inspiring meaningful connections between people & brands.
So what makes brands meaningful? It is a combination of three types of benefits: 41% from Functional benefits (like product quality, delivers, uses, safety and pricing), 30% from Personal benefits (like making life easier, making you happier, bringing more innovative ideas, or simply feeling of life satisfaction), and 29% from Collective benefits (like transparent, ethical, diversity, good workplace,or benefit for the local economy).
Danone (a world leading food company) has set the Danone 2030 goals, aligned with the UN 2030 Sustainable Development agenda, embed the business, brand and trust models of the company to drive long-term sustainable value creation. Emmanuel Faber (CEO of Danone) said that “At Danone, we believe that each time we eat and drink, we can vote for the world we want”. Those was launched along sides with inspirational video clip “You have power” to deliver this message.
Nike‘s “Dream Crazy” ad with Colin Kaepernick makes its online sales jumped 31% just within 4 days. Two years ago, Colin Karpernick refused to rise for the national anthem, in opposition to police violence in the US. “Believe in something, even if it means sacrificing everything,” was Kaepernick’s tagline. Indeed, Nike is a leader in a brand activism that trigger better personal benefits and inspire consumers. This will make the world a better place with Emotional benefits provided by the brand.
90% of consumers expect brands to provide content in Experiences, Solutions, Entertainment, Stories, Events. The content must drive Personal benefits that can inspire, entertain, educate, inform, help or reward to consumers.
76% of consumers expect companies to understand their needs and expectations. It means businesses should have “individual” data and offer “personalized” offer to consumers. Marketing is, now, moving from 4Ps to S.A.V.EEE
Shortly, to not to be in the 77% disappearing brands, marketing has to bring meaningful content and personalized values to the consumers. Solvay hopes you get satisfied with values and content we bring to audience in the business talk, as well as to Solvay Community.
More academic events is coming. And Master in Marketing and Communication Management is opening for next March. If you’re interested, feel free to contact us.