Kantar's Profiles Blog

We live in an increasingly socially connected and socially conscious world, causing many global brands to weave purpose into the fabric of their businesses - through mission statements, narratives and campaigns.

Social media and the quality of online content is making visuals a currency we all deal in. As Jeff Bullas, 2018 Forbes Top 20 Influencer of Chief Marketing Officers, states “Photos are becoming the universal language”. 

- Jamie Turner, 60SecondMarketer.com

It’s that time of year again when we remember how good the game of tennis is and tune in to watch fast, and sometimes, nerve-wracking play at the Australian Open. Being British, my affiliation with Wimbledon and the tradition of the sport is high. When we ran a study (N=403, Nat Rep) around the ways in which Australians are consuming the 2017 Australian Open, I was still surprised at the seemingly traditional approach viewers have for this competition too.

The role of marketers in today’s global, complex organizations is changing. Adapting to technology platforms, expanding client needs and diversified user preferences can pull marketers to alter, modify and adjust directions with regular occurrence. From relationship marketing to automation, marketers need to look beyond the usual brand channels to reach their audiences effectively.

Today, 22% of the world’s total population uses Facebook and LinkedIn boasts more than 450 million user profiles, but moreover, almost 80% of time spent on social media platforms happens on mobile. Marketers need to be able and willing to track the changing behaviours and demographics to optimise opportunities with their audiences. As we start a new year, I, as a marketer working in market research, took a look at some of the marketing trends that will likely influence the requirements of our industry over the next 12 months.

Mixed Results across APAC; Australians Opt for a Hug & Kiss  

Before you stock up on flowers and chocolate, take note of what your significant other really wants this Valentine’s Day. Lightspeed GMI panelists across Asia Pacific revealed the majority of men want to forgo gift giving, instead opting for a hug and kiss. Results also revealed women in Singapore (34%) and Malaysia (31%) are hoping for a weekend getaway, while women in China (29%) and Hong Kong (21%) want jewelry.

Fifty Shades of Grey has many claiming it was one of the 'worst' films to hit the box offices in years, yet its $567 million box office worldwide total speaks differently. The film’s global influence offered brands an “opportunity to engage with the young, upmarket, early-adopting, social media savvy audience the film is set to attract” according to Karen Stacey, CEO of Digital Cinema Media (DCM) in AdAge.

What this means for data-driven marketing
Things have changed. You only need look around you to see just how far technology has come in the past decade alone. Whether you look at the Apple product suite, Google’s role in finding your local takeaway, solving who ‘that guy’ on TV is, or the new-age wardrobe must-haves such as Fitbits or Google glass - technology is now a life-essential.