Don’t sit back, Adam Williams warns businesses that are not prepared for the new General Data Protection regulation. Even a Brexit can’t stop penalties between now and the deadline!
A new trend report from JWT’s futurism and innovation unit, The Innovation Group, has been researching consumer behaviour and its findings urge business and marketers to explore Unreality, the intangible aspects of our lives that defy big data and the ultratransparency of the web.
We live in an age of hyper-reality and transparency overload, when our private Google searches are indexed by algorithms and smartphones offer a window onto the intimate lives of millions of strangers. But what happens when we tire of all this unfiltered faux-reality? Enter Unreality . . .
Lucie Greene (pictured), worldwide director of the Innovation Group, explained: “Consumers are adrift in a sea of user-generated content that purports to offer access to the ‘real’ world. But they are increasingly aware that much of this is highly mediated and misleading.
“Unreality is the clear reaction to this: surreal visuals, unicorns, alternate universes and all.”
When hyperbole is stratospheric, where is there that’s beyond awesome? Another world, but one that doesn’t actually exist. Download the free 34-page report here.
Apple dominates social conversation as most loved on brands list, with Google in second place and Lego third, says report.
Apple is the UK and Europe’s most loved brand and dominates social conversation, according to a Brand Lovelist report launched last month by social analytics platform NetBase.
‘Love, best, great, perfect and awesome’ were the top five words consumers used when expressing their admiration for Apple which received over 400,000 more mentions than Google in second place and seven times as many total mentions as Lego in third. Tesco in fourth place was the first British and only food and beverage brand to feature and BMW was the first automotive brand to appear at number 5 on the brands list.
The report looks at the top 50 brands in Europe determined by market research over the past year and ranks the best-loved brands in technology, consumer goods, automotive, food and beverage, financial services and energy. Data was gathered using NetBase’s social media listening platform, from millions and millions of English and French language posts of earned mentions (i.e. those posts that were not posted by the brand itself) across Europe during the one-year period April 2015 to March 2016. Brand conversation specific to the UK and France was analysed in English and French respectively to provide two lists of the 25 most loved British and French brands.
Paige Leidig, chief marketing officer, NetBase, said: “While it’s not altogether surprising that Apple came out on top, if we look beneath the surface it tells us that here is a company that has created an enviable passion among its consumers.
“Alternatively, look at Tesco, why is it the only food and beverage brand on the list, where are the likes of Lidl and Sainsbury? The answer is because it has worked hard to build a strong relationship with its customers and they want to express their love for it.
“Understanding consumer preference is more than simply measuring the volume of social media content, it’s about understanding the intensity of passion and feeling in those posts. Most consumer purchases are won on emotion and the Brand Lovelist measures brand love and every single version of it; it tells us which brands people love the most.
“Furthermore, it highlights the importance of having insightful customer data that you can act upon whether it’s a new campaign, product launch or purely understanding ongoing customer perception of your brand.”