In today’s cluttered advertising world, it is more challenging than ever for brands to establish a relevant differentiation in the minds of consumers. While functional, sensory, and emotional attributes continue to drive brand relevance, our research across categories over the years have demonstrated a significant increase in the importance that consumers place on how brand’s social values align with their own.
To account for this emerging trend, many brands have started including CSR-led campaigns (around topics such as community welfare, eco-consciousness, and gender equality) as an important component of their mainstream advertising and communication strategy. In times like today, when the media is flooded with CSR campaigns around one single topic, how can a brand succeed in leaving a lasting impression on consumers?
Very often we have seen consumers register a campaign, the featured celebrity, the characters, and the theme, but do not associate it with the brand. In order to help marketers optimize their campaigns, MavenMagnet campaign evaluation metrics accounts for brand association of the campaign as an important element along with others factors such as reach, engagement, and sentiments. Our conversation research technique analyzes consumer conversations around a brand and its integrated campaign. We quantify the impact of each campaign initiative on the brand’s imagery to extract its association with the brand. Our data-driven metrics provides actionable recommendations to help brands enhance impact of their campaign and achieve maximum return on investment.
At MavenMagnet, we have developed KPIs with exhaustive industry benchmarks to measure campaign effectiveness in a manner that has a direct impact on driving consideration and purchase. Our quick turnaround time can help you optimize your existing campaigns in real-time.
Our digital lifestyle has enabled us to virtually share views and opinions with our peers. This trend has resulted into an ever-evolving digital data repository that provides an unparalleled source of fresh and rich insights to help us understand our consumers better. MavenMagnet has developed innovative research capabilities for extracting these insights.
Our approach is zero-touch, non-intrusive, and discovery-based. In addition to social networks, we tap into more than 500,000 forums, communities, message boards, news sites, blogs, and product reviews. We analyze all forms of consumer data including text, videos, and images to provide data-driven quantified insights without making consumers sit through discussions or fill questionnaires.
At MavenMagnet, we have developed global research capabilities to conduct market research in every country across the globe, and in any language. We can maintain a steady pipeline of consumer intelligence for your brand undeterred by macroeconomic hindrances.
Staying on top of emerging trends is important for making quick and forward-looking strategic decisions that can have significant impact on the market performance.
MavenMagnet trend scoping has enabled brands make critical decisions in domains ranging from communication strategy to new product development. We helped a baby food brand improve its messaging to highlight an ingredient that was consistently growing in importance for moms, reaffirmed an auto manufacturer’s radical shift in its product line-up strategy, and assured a technology company confidently increase their PR focus on collaborative innovation to improve its brand reputation, to name a few.
Our ability to go back in time to analyze past conversations – with periodic cuts – enables us to set benchmarks that act as a stable base for ongoing tracking. Along with real-time tracking to reveal emerging trends, we dig deeper into consumer conversations to uncover behavioral patterns and culture codes that are driving specific trends. This empowers brands with actionable insights to leverage the trends in a manner that is relevant for their consumers.
At MavenMagnet, we use innovative analytical techniques to extract data-driven insights while adhering to the most stringent industry and government privacy standards.
Dark social refers to people sharing content through private channels such as messaging apps and email. It is gaining a lot of prominence these days due to the rise in consumer presence on messaging apps. While it is crucial to capture insights from dark social, tracking these platforms is not permissible by privacy laws. In order to develop a robust communication strategy, it is important to understand the content that consumers are creating, consuming, and sharing through engagement on these private channels.
MavenMagnet Digital Landscape Mapping Research is designed to capture dark social engagement. In this mapping analysis, we identify the most impactful digital properties such as sites, video channels, social media pages, etc. that are being consumed by consumers. A key parameter we consider here is the “reach” of these properties. Reach is defined by the number of consumers exposed to a digital property, measured by number of consumer interactions in the form of post views, video views, post shares, likes, etc. irrespective of how they are originating – public social referrals or from dark social. Our research identifies content format, type of content, and content tags that are leading to high engagement among consumers. By assigning weight to properties based on their impact, we are able to account for dark social and derive actionable insights to help marketers connect with all consumers irrespective of their preferred channel of content consumption.
At MavenMagnet, we use advanced technological and analytical techniques to provide you data-driven insights in developing your consumer outreach and communication strategies while accounting for dark social. We do this while adhering to the most stringent industry and government privacy standards.
A recent study (published in Gulf Business) we conducted to track the global brand image of Dubai Expo 2020 revealed insights on how the “Expo 2020” brand faired across the world. While the global imagery of the Expo brand focused on togetherness, sustainability, and mobility, we discovered that the messaging and its impact in different parts of the world varied dramatically. For instance, we found that Thailand, UK, Spain, China, and Philippines demonstrated high association with design elements, while innovation drove interest in The Netherlands, Germany, Belgium, and Canada. Global tracking helped identify actionable insights to increase and maintain consumer awareness and excitement around Expo in key markets around the world.
Over the last few years, we have been working on quite a few global brand imagery tracking projects. By decoding the local culture code, as well as identifying the elements of the global brand positioning that are working in specific regions, we have helped brands localize their positioning in different markets while maintaining the brands’ global ethos. Sharing insights across markets also help brands efficiently transfer success models and best practices across regions, manage global issues more effectively, and protect the core brand values.
At MavenMagnet, we have developed capabilities to conduct market research in every country across the globe (including China), in any language. By not relying solely on machine translation, and using our network of native speakers to interpret conversations, we ensure that the cultural nuances of the regions are captured efficiently. We help marketers by providing uniform KPIs across key markets in near real-time. We use advanced technological and analytical techniques to provide data-driven input for managing your global brand imagery while adhering to the most stringent industry and government privacy standards.
There is a significant shift in attitude of customers, suppliers, communities, and shareholders that suggest business as usual is no longer acceptable or even viable. MavenMagnet has seen this shift over the last decade in the work that we have done around brand preferences and corporate perception. The studies have been leading indicators, particularly with respect to the impact of social values on brand preferences.
A recent study (https://bit.ly/2kHavfU) that we conducted on back-to-school brand campaigns for the Campaign magazine revealed that brands that donated to a cause consumers associated with as part of their campaign drew much higher engagement from consumers as compared to the brands that went for direct-to-consumer promotions like coupons.
Time and again, we have seen a dramatic gap between goals and in-market performance of initiatives directed towards various stakeholders. Intent often doesn’t map to impact and the ability to measure immediate vs. long-term impact is essential. MavenMagnet can help marketers get ahead of the curve in understanding how they stand on critical issues. We definitively and quantitatively measure and analyze customer and supplier attitudes, employee issues, and community reactions, and track them over time to see what is growing (or declining) in importance.
Product performance, brand value, social accountability, and emotional connection are some of the key drivers that play a role when consumers are making a purchase decision. Consumers look for products that meet their expectations in terms of product performance. They trust brands that uphold values that are relevant to them, such as innovation or quality. They are more likely to adopt brands that support social causes they consider important, such as environment or equality. They are more forgiving towards brands they have an emotional connection with. In order to decode their purchase decision in a category, you need to do a holistic evaluation to understand what drives consumers towards a brand and what acts as detractors for them.
There is a common opinion that you don’t get a complete understanding of equity drivers on social platforms, and that performance-led product reviews dominate consumer conversations in many categories. We overcome this by taking an innovative approach to social listening. We go beyond social networks to tap into an ever-growing repository of more than 500,000 forums, communities, message boards and blogs. This is where people express their thoughts and emotions. The tangential conversations that go beyond brands set the context that drive consumer perception. Analyzing these conversations, quantifying them, and linking them to brand preference provides a deeper understanding of the equity drivers.
At MavenMagnet, we have developed techniques to contextually analyze consumer conversations to understand their values, emotions and opinions, as well as product experience, and how they together drive brand relevance for them. We use advanced technological and analytical techniques to provide a holistic analysis to help you better position your brand to serve your consumers and we do this while adhering to the most stringent industry and government privacy standards.