Mood, Monotony And Motivation: Understanding Brand Success In 2022

Mood, Monotony And Motivation: Understanding Brand Success In 2022
SHARE
THIS



Mood, Monotony and Motivation are key themes covered in the new report from TEAM LEWIS in partnership with GWI.

TEAM LEWIS, a global marketing agency, released a report with market research firm GWI today.

The report dives into how today’s multi-moment audience is evolving and the changes the pandemic has brought about in today’s marketing multiverse.

Markets covered in the report include Australia, Belgium, France, Germany, Hong Kong, Italy, Malaysia, Netherlands, Portugal, Singapore, Spain, the UK and the U.S.

“It’s no longer as simple as getting in front of your audience with a single message as many times as possible,” says Simon Billington, executive creative director, TEAM LEWIS.

“Consumer expectations of a brand’s interaction with them is clear.”

“They want unique, attention-grabbing creativity delivered in a personalised way.”

“The complexity of the message and the vehicle the message is delivered in is paramount to success.”

With a rise in screen time and device ownership, unrestrained social media usage and growing concerns surrounding privacy, today’s audiences have an increased desire to impact the world around them.

These shifts point to three key themes covered in the report.

Ending monotony to avoid marketing immunity, understanding how mood can impact an audience, and tapping into key motivators to foster more meaningful connections.

Key Findings

  • Screen time: Continues to grow in most countries, with some exceptions like Australia and Singapore.
  • Device ownership: Globally audiences own at least three devices.
  • Social media usage: APAC countries use an average of four platforms daily.
  • Privacy attitudes: The top concern amongst consumers is how companies use their personal data online. This is closely followed by a preference to maintain anonymity.

Today’s Marketing Landscape

  • Leading channels: The website is still king, 56 per cent visited a brands website over the last month. Also, newsletters are still effective, 26 per cent read brand newsletters.
  • Expectations of consumers: Global consumers unanimously want brands to reliable, authentic and innovative.
  • Rise of audio: In the last three years, there has been an increase in the consumption of music streaming services and podcasts. Australia and Singapore are seeing the most growth in music streaming and podcast listenership YOY.
  • Social media scepticism: Only 23 per cent of consumers globally think social media is good for society.

See the full report here.

Please login with linkedin to comment

GWI Simon Billington TEAM LEWIS

Latest News

Nespresso Launches Australian StartCup Challenge With A Focus On Innovation
  • Campaigns

Nespresso Launches Australian StartCup Challenge With A Focus On Innovation

Nespresso is today calling for entries to the Australian StartCup Challenge, a new competition which supports and rewards innovative, circular business ideas. The challenge is open to pioneering start-ups and SMEs from any sector or industry to pitch their circular solutions for review by an expert jury and then via public vote for the chance […]

CarExpert Acquires PriceMyCar For $4 Million
  • Technology

CarExpert Acquires PriceMyCar For $4 Million

Australian new car website, CarExpert.com.au has today completed the strategic acquisition of PriceMyCar.com.au, accelerating the company from online publisher to new car marketplace. The acquisition is for 100 per cent of the business at a purchase price of $4 million. This is a mixture of an upfront payment with a two-year earn-out period which will […]

IKEA Festival Set To Launch In Sydney And Online
  • Marketing

IKEA Festival Set To Launch In Sydney And Online

The IKEA Festival, a global celebration of life at home taking place from 26 August – 10 September 2022, will showcase creativity and inventiveness at home, from around the world. Built on the theme ‘From Dreaming to Doing’, the festival, which takes place both online and in every IKEA store in Australia, aims to inspire […]

Crowe LLP Launches Volatile New Campaign Via Strawberry Frog
  • Campaigns

Crowe LLP Launches Volatile New Campaign Via Strawberry Frog

Crowe LLP, a public accounting, consulting and technology firm in the U.S. with offices around the world, has debuted a new integrated brand platform entitled “Embrace Volatility.” The campaign, which seeks to flip the perception that volatility is something to fear to something that creates opportunity, was developed by StrawberryFrog in its first project for […]

Optimizely Bags Strong Performer Result In Forrester Report
  • Marketing
  • Technology

Optimizely Bags Strong Performer Result In Forrester Report

Digital experience platform (DXP) provider Optimizely has announced it was named a Strong Performer in The Forrester WaveTM: Marketing Resource Management, Q3 2022. The report states that, “Welcome’s legacy in content marketing and editorial shines through in its ample content and people management offerings. And its superior innovation roadmap plans, to employ AI for content […]

Snapchat Drops New Features Exclusively For Paid Subscribers
  • Technology

Snapchat Drops New Features Exclusively For Paid Subscribers

Having racked up over 1 million paying subscribers since the release of Snapchat+, a paid subscription service complementing the communication app, Snapchat has announced a number of new features to further reward its user base. The newly added services include priority story replies, which highlights a users responses to Snap Stars; an option to show […]

YouTube Foodie How To Cook That Joins Jellysmack Creator Program
  • Media

YouTube Foodie How To Cook That Joins Jellysmack Creator Program

Global content creator company Jellysmack today announced the signing one of Australia’s top food creators, Ann Reardon (pictured) from How to Cook That, to its Creator Program. Food is one of Jellysmack’s most popular content verticals and its 100 culinary creator partners generated 20 billion views globally last year. This year alone, Jellysmack has added […]

Seven West Media Announces On-Market Buy-Back Of Up To 10% Of Shares On Issue
  • Media

Seven West Media Announces On-Market Buy-Back Of Up To 10% Of Shares On Issue

Shareholders are advised that the Board of Seven West Media has approved an on-market buyback of up to 10 per cent of shares on issue. The on-market share buyback program will be conducted on an opportunistic basis over the coming 12 months. The news follows the release of SWM’s end-of-year numbers this morning. Read all […]

New York, June 22, 2016: The BuzzFeed sign at the company headquarters.
  • Advertising
  • Media

Buzzfeed, Inc. Launches Lighthouse In Australia, UK And Beyond

BuzzFeed, Inc. today announced that Lighthouse, an offering for advertisers across its platforms that brings brands closer to its audience, is now available to clients internationally. Lighthouse leverages BuzzFeed’s tech-powered foundation and diverse array of content across BuzzFeed, Inc. – which includes BuzzFeed Entertainment, BuzzFeed News, Tasty, HuffPost and Complex Networks – to provide advertisers […]

News Corp Launches Cost Of Living Series Smart Savers Amidst Growing Crisis
  • Media

News Corp Launches Cost Of Living Series Smart Savers Amidst Growing Crisis

News Corp Australia has today launched a six-week cost of living editorial series, Smart Savers, to help its audiences make informed decisions to navigate the rising cost of living. According to News Corp Australia research consumers are spending, on average, 60 per cent of their incomes on bare essentials including food, fuel, housing and insurance […]