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1、Creating an Omnichannel Strategythrough Influential touchpointsA golden formula for demand generation Marketing has a pervasive and complex problem to solve,which is to develop a golden formula when planning to generate demand from driving:Brand HealthBuilding long term durable brand attributes that

2、 generate preference,loyalty and the ability to leverage a price premiumBrand WealthConverting this set of positive attributes into sales.2CREATING AN OMNICHANNEL STRATEGY THROUGH INFLUENTIAL TOUCHPOINTS 3A golden formula for demand generation Publicis Data Intelligence team,which has extensive expe

3、rience in conducting multi touchpoint studies,has carried out over 1,400 projects with 1.2 million+interviews across 20,000 brands in 73 markets on 378 touch points,leveraged the Touchpoints MCA framework to help marketers and planners better understand the role of paid,owned and earned channels and

4、 how they can play a complementary role together in consumers discovery to purchase journey.Adding on to Publicis Data Intelligences breadth of experience,Meta collaborated with the Publicis Data Intelligence team and commissioned five studies to highlight key opportunities and insights in driving m

5、edia optimization for better consumer acquisition and retention in Southeast Asia.These studies provide a cross-channel view of the effectiveness of most elements of demand generation spend.At a strategic level,the insights help to integrate planning across marketing,sales channels,brands and market

6、s.At a tactical level,they are used by market leaders to shape and manage activation plans,potentially resulting in large shifts in spend allocation across channels and consumer touchpoints.This is also where Meta and Publicis provide perspectives on how to create bigger synergies in the key influen

7、tial channels considering factors such as cost efficiency and market trends.CREATING AN OMNICHANNEL STRATEGY THROUGH INFLUENTIAL TOUCHPOINTS Measuring the brand experience journeyThe Market ContactAudit(MCA)is a framework that measures brand contact points,providing comparable effectiveness metrics

8、across paid,owned and earned touchpoints for consumers at each stage of their brand experience journey.It has been adopted by Publicis Media Data Intelligence for 19+years who often use this as a key section for most of their brand heath and tracking surveys,and also uniquely pipe the resulting metr

9、ics into their channel tools.The Touchpoint MCA study measures how successfully brands use marketing communications to connect with consumers in two ways.First it recognizes that some contacts are more influential than others.Then it recognizes that some brands execute better than others,so it measu

10、res Brand Experience for each brand in the category and market,by the degree to which consumers recall encountering brands in a contact.Therefore allowing marketers to hit the ground running and increase insights through ongoing tracking of marketing activities which is already adopted by many Publi

11、cis clients on an annual basis in their respective markets.“It is a tool that measures the effectiveness of various contacts in a category using a common method and a common unit.Therefore,it provides a yardstick to understand which are the key contacts that drive the category,which contact points a

12、re working better for the brand and which are the ones where money should be saved.”ROBERT FRY,HEAD OF CONSUMER INTELLIGENCE APAC,PUBLICIS MEDIA4Online survey amongst n500n1000 category usersMax 18 brands,35 touchpointsRational InformationDoes this contact usually provide poor,exaggerated or inaccur

13、ate information about(category)brands?Emotional AppealDoes this contact usually make(category)brands unappealing of unattractive to you?Role When ChoosingRate the 10 most important contacts that play a role in your selection of a(category)brand.0100 SC O REAlso known as Brand Recall for each Touchpo

14、intQ:Please select the(category)brand that you feel you have seen or heard of through this contact point in the past few months.Quantify brands strength in association to influential touchpointsBrand Experience correlates with market share(Average correlation across all Touchpoints project=86%)Influ

15、ence per exposureof each touchpointBrand Associationwith each touchpointBrand Experience Pointsin each touchpoint=CREATING AN OMNICHANNEL STRATEGY THROUGH INFLUENTIAL TOUCHPOINTS 5The most influential touch points driving consumer decisions Publicis Media Data Intelligence has conducted Touchpoint M

16、CA studies across multiple categories including Home cleaning,Personal care,Payments,Toothpaste and Vitamins in Southeast Asia markets to look at the most influential touch points and triangulated with other secondary research to provide a holistic view on how various touch points influence consumer

17、s around the use of video,commerce and creators.CREATING AN OMNICHANNEL STRATEGY THROUGH INFLUENTIAL TOUCHPOINTS 5.78.7Broadcast videosOnline videosAverage weekly hours601Video has the highest engagement rate of all content types.Whilst TV is considered the most influential video touch point,Faceboo

18、k is one of the most efficient video channels due to accelerated digitization and increased mobile video consumption.Videos are one of the most popular forms of content among consumers of all age groups.On average,consumers in Singapore spend 8.7 hours per week watching videos online.1 From movies a

19、nd TV dramas to live-stream broadcasts,time spent watching videos has quadrupled in just one year between 2019 and 2020.2 In Southeast Asia,videos have become a way of life,more so than in the rest of the world.And the pandemic has accelerated video consumption like a catalyst.Consumers are pushed t

20、o seek new ways to connect with the brands where videos have also become an important touchpoint to connect with what is happening in the world.Source:(1)Limelight Networks-Singapore;August 1 to 12,2020;500 respondents;18 years and older;consumers,who watch one hour or more of online video content e

21、ach week;(2)https:/ CrossMedia Database 2019Worldwide;HypeAuditor;2016 to 2021Average weekly hours watching content in Singapore in 2020,by typeTouchpoints reach per 1%investments vs share of spends(TV vs digital)While Touchpoint MCA studies have shown that TV is one of the most influential touch po

22、ints in driving purchase decisions among all video touch points,marketers should also be mindful of the cost associated with it.Separately,Kantar research has shown that despite TV continuing to be the most invested video channel,when we look at reach per investment versus other digital platforms su

23、ch as Facebook and YouTube,its cost is 2x higher.3 While TV is able to drive broad reach,brands should take into account its efficiency and on-target rate,as if we were to look at cost per target audience reach,it would further drive up the cost for TV.Marketers and planners should strike a good bal

24、ance between effectiveness(influencing power)and efficacy in order to optimize business performance.CREATING AN OMNICHANNEL STRATEGY THROUGH INFLUENTIAL TOUCHPOINTS 35%33%28%7%11%10%8%6%10%7%6%7%4%7%7%2%3%3%0%2%4%6%8%0%10%20%30%40%50%19-2020Reach per 1%investmentInvestment%TV share of

25、 spendsFB share of spendsYouTube share of spendsFacebook reachYouTube reachTV reach7When we look at consumers media consumption behavior today,we are also seeing a huge shift in the last decade with consumers spending significantly more time on mobile and social media.Video consumption has increased

26、 notably over the past few years and predictions suggest that it will continue to increase notably within the decade.4 Before the digital revolution,consumers used to consume videos by watching TV,however,this habit has changed over time.We encourage brands to further expand video strategy beyond tr

27、aditional TV and leverage other digital channels such as Mobile&Connected TV to drive optimal targeted reach guided by measurement results.Apart from optimal media allocation,creative quality is also playing a significant role when it comes to driving influences.Touchpoint MCA studies have identifie

28、d TV to be the most competitive and clustered channel among all touch points where creative quality would play a role in driving its influencing power.The key to driving up influence largely depends on a brands capability in differentiating itself from its competitors which demands a high level of i

29、nnovation and personalization in their communications.It is essential for brands to ensure creatives are engaging and that the content highlights what makes the brand different.From a global media study conducted by Ipsos,it has shown that 45%of Gen Z video viewers surveyed5 say that they do not typ

30、ically watch TV using traditional broadcast/cable and we are seeing a dramatic rise of video across Meta technologies.Facebook has moved beyond 3-second bursts of video,allowing brands to build interactive experiences for consumers that are at the frontline of culture and creativity.This includes vi

31、deos surfaced from your friends and family and brands that interested consumers as well as a deep and established ecosystem of publisher content.“Companies that excel at personalization generate 40 percent more revenue from those activities than average players.”MCKINSEY&COMPANY(2021)6CREATING AN OM

32、NICHANNEL STRATEGY THROUGH INFLUENTIAL TOUCHPOINTS Source:(4)The Social Effect 2022 Research,Singapore;(5)Global Media Study,Video by Ipsos.(Facebook-Commissioned online study of over 27,000 people ages 13-64;internet population monthly users of mobile internet&monthly video viewers in AU,BR,CA,DE,F

33、R,IN,JP,KR,MX,TH,TR,SE,UK and US),Dec 2021-Jan 2022.;(6)McKinsey Next in Personalization 2021 consumer survey 9/7-9/8/2021(n=1,013).sampled and weighted to match the US general population 18+years8With the exponential growth in e-commerce globally,it is not a surprise to see e-commerce being one of

34、the most influential channels.In fact,e-commerce growth is forecasted to continue its growth in the coming years with an enormous market size of 172 billion USD by 2025.In addition,APAC has outpaced other regions significantly in e-commerce share of retail which poses a huge opportunity for marketer

35、s to optimize their e-commerce strategy,especially with Shopee and Lazada which are the most popular online marketplace in Southeast Asia.7 Facebook Collaborative ads is one of the most effective solutions used by many marketers that targets people who are more likely to buy and drives quality traff

36、ic to the online marketplace.With the help of the solution,it creates a significant indirect impact in driving sales in this top influential touch point.Whilst the above looks mainly at traditional e-commerce,the shift in consumer behavior will transcend channels and will no doubt influence social c

37、ommerce.Therefore it is important for marketers to seize this opportunity and look at how they can enhance the shopping experience for their consumers across all channels,including social media.Globally,social commerce is expected to grow three times as fast as traditional commerce to$1.2 trillion b

38、y 2025,up from$492 billion currently.Roughly 62%of this growth will be driven by millennials(33%)and Gen-Z(29%),with Gen-X(28%)and baby boomers(10%)trailing closely behind.In all,social commerce is poised to take a large chunk of the e-commerce market as consumers gravitate to doing their shopping o

39、n social apps.02Ride the rise of the social commerce trend to drive product discovery and lower funnel objectives with online marketplaces.CREATING AN OMNICHANNEL STRATEGY THROUGH INFLUENTIAL TOUCHPOINTS Source:(7)Tech in Asia,2019 to 2020 Asia,APAC;(8)Accentures report“Why Shoppings Set for a Socia

40、l Revolution”,online survey of 10,053 social media users in China,India,Brazil,the U.S.and the U.K.The online study was conducted August 12th September 3rd,2021.Here are the top reasons why we believe brands should pay more attention to social commerce and double down their effort in order to drive

41、business performanceReaching consumers in the right time at the right placeSocial media channels today are not only a place to socialize with friends and family.Many channels,including Instagram,act as discovery engines for brands.From seeking out inspiration from people and brands to products disco

42、very,from direct messaging friends for opinions and making purchases,all engagement can be completed within the app.Providing frictionless shopping experienceEvery touchpoint and steps during the purchase process is crucial for driving business for brands as consumers could drop off easily when they

43、 encounter frictions.Thus,creating a seamless experience for shoppers by reducing friction points and offering direct and simple purchasing options helps to boost consumers confidence and lead to more sales.Riding on the e-commerce boomAs mentioned earlier,we are in the era of digital transformation

44、 where e-commerce is booming across markets and categories.A larger proportion of consumers are becoming accustomed to shopping online,giving marketers an opportunity to ride on the tide to explore in the commerce space.In order for marketers to succeed in social commerce,one must have a clear strat

45、egy and utilize the right channels to connect with their target audience.Established social media channels are good places to start if you are new to social commerce as a lot of businesses already have a presence on these established platforms,making it relatively simple to move into social commerce

46、.From a consumer survey,it shows that Meta is the top platform for online discovery,with 74%of year-end shoppers9 surveyed in APAC discovering a brand/product/service on Meta platform.We encourage brands to be innovative,leveraging tests and learn to explore in the social commerce space to drive eff

47、iciency and build trust with consumers.9CREATING AN OMNICHANNEL STRATEGY THROUGH INFLUENTIAL TOUCHPOINTS Source:(9)Meta Seasonal Holidays Study”by YouGov(Meta-commissioned online study of 18,189 people aged 18+in 12 markets within APAC(AUS,HK,ID,JP,MY,PH,SG,KR,TW,TH,VN,PK),from 1 Dec-24 Dec 2021Simi

48、lar to Touchpoints MCA findings of Publicis Data Intelligence Team,Nielsen reports that 92%10 of consumers believe recommendations from friends and family more than advertising.And 74%10 of consumers identify word of mouth as a key influencer in their purchasing decisions.Tactics such as influencer

49、marketing on digital touch points is one of the most popular ways in generating word of mouth where marketers would leverage influencers to create buzz-they are the ones spreading the word about a specific product/service.Content on social media has a way of reaching people outside of the original g

50、roup following.As noted,shared content has a higher value when shared by someone you know and trust.10The Publicis Medias Touchpoint MCA study results show that in general Gen Z is more responsive to social media and influencers recommendations when it comes to making purchase decisions.This is also

51、 reflected by the upward trend for influencer marketing globally with Instagram being the leading platform followed by YouTube and Facebook.1103Capitalize on recommendations to drive purchase decisions by investing in Influencer Marketing on social media,especially when reaching Gen Z.CREATING AN OM

52、NICHANNEL STRATEGY THROUGH INFLUENTIAL TOUCHPOINTS Source:(10)Nielsens Global Trust in Advertising Survey of more than 28,000 Internet respondents in 56 countries;(11)Worldwide;HypeAuditor;2016 to 202189%70%45%44%33%19%15%6%3%1%InstagramYouTubeFacebookBlogsTwitterLinkedinPinterestTwitchSnapchatOther

53、1.734.66.59.713.82001920202021*Market size in billion U.S.dollarsInfluencer marketing market size worldwide from 2016 to 2021(in billion U.S.dollars)Global influencer marketing value 20162021By combining forces of social media and influencer marketing,brands would be able to amplify their

54、 influence via paid social media to boost sales.While it is helpful to know which social media channels marketers are choosing for their influencer marketing campaigns,decisions will inevitably differ depending on brands objectives.It is important to consider all elements of your campaign and how th

55、ey align with a given platform.Each channel offers an unique audience,a different concentration of influencers,and its own core benefits when it comes to influencer marketing.Take Facebook and Instagram for example:Instagram has a lot of Millennial users,as well as strong usage among Gen Z and Gen X

56、 groups.12INSTAGRAMAUDIENCEFEATURESFACEBOOKAn Instagram post entails photo(s)or video(s)with a descriptive caption that appears in followers Instagram feeds.Posts enable influencers to position your product in a visually striking way,and tell a story or offer a discount code in the description.Insta

57、gram Stories are interactive snapshots that depict a“moment in time”through either a video or sequence of photos.Stories can also include a link through the“Swipe Up”feature,unlike Posts.And Instagram Reels is a new way to create and discover short,entertaining videos.With over 2.2 billion users,Fac

58、ebook has the widest reach of any channel and reaches nearly all age demographics.13Facebook Live videos are watched 3x longer than standard videos and can be used by top influencers to reach their fans in a raw,unedited way.14 On Facebook Watch,it is tailored for long form video format where you ca

59、n discover videos and original shows on subjects like sports,news,beauty,food and entertainment.Leading platforms for influencer marketing worldwide as of January 2020Leading platforms for influencer marketing worldwide 202011CREATING AN OMNICHANNEL STRATEGY THROUGH INFLUENTIAL TOUCHPOINTS*Predicted

60、Source:Worldwide;HypeAuditor;2016 to 2021Source:Fourstarzz Media,Worldwide;January 2020;among marketersSource:(12)Fourstarzz Media,Worldwide;January 2020;among marketers;(13)Fourstarzz Media,Worldwide;January 2020;among marketers;(14)Fourstarzz Media,Worldwide;January 2020;among marketers12Publicis

61、Medias Touchpoint MCA studies indicated that owned social media channels play a significant role in driving market share where they take higher position in terms of driving influencing power over paid social media.Yet Meta and Publicis observe brands who choose to use a blend of paid and owned socia

62、l media tend to drive the best ROI.Businesses should strategically leverage both owned and paid social media channels so that paid effort can drive fast lead generation and traffic to owned social media pages where brands can continue to build trust and relationships with audiences with high quality

63、 content.Good paid and owned social media efforts will produce earned media which continue to feed each other.The foundation of an integrated social media strategy is using organic to serve and delight your existing customers,while attracting new eyes with paid ads.Be selective when it comes to boos

64、ting post via paid adsPay for ads only when it can help you hit your business KPIs or reach your ultimate goals.If your organic activities on owned social media channels are not driving sufficient reach or impression,then it is time for you to consider reaching these goals via paid ads.To maximize t

65、he impact of your paid ads,select posts that best resonate with your audience based on analytics reports and not just pay attention to engagement metrics i.e.likes,comments,share but also conversions and profile views.Optimize your posts effectiveness with experimentsBefore allocating the entire bud

66、get to an ad,run A/B tests with a smaller budget and audience to help shape the most effective campaign for your brand.You can choose to test your copywriting or your creatives,ads placement or format etc.before committing to a larger spend.This would also help you make data driven decisions when it

67、 comes to shaping strategy for all paid channels.Leverage retargeting ads to stay connected with your organic audienceRemarketing campaigns not only help drive sales at a relatively lower cost as you are reaching out to consumers who know your brands.Another purpose is to act as a reminder to those

68、who have visited your brands owned channels organically but abandoned the shopping cart to come back and convert.04Maximize impact of long term brand health by creating synergies with owned and paid media.Here are some advices to help you craft your strategy-CREATING AN OMNICHANNEL STRATEGY THROUGH

69、INFLUENTIAL TOUCHPOINTS 13It is important to note that while Publicis Touchpoint MCA study provides marketers with the influential ranking of paid owned earned media,other factors such as cost per channel,target audience reach and objectives also play a significant role when it comes to media planni

70、ng and results integration with planning tools.One should take into consideration the fast changing media landscape and adjust strategy based on all these factors timely to optimize business performance and brand experience.We encourage marketers to leverage Touchpoint MCA studies once every one to

71、two years to track changes in the evolving media landscape in order to leverage optimal category-specific influential channel mix to drive a full-funnel approach and fully utilize the strengths of each channel to drive consumers down the marketing funnel with the power of videos,commerce and influen

72、cer marketing tactics.Adapting to a fast changing media landscapeRecommended channels to drive through the funnelWhat touchpoints provide1.Influential ranking of POE2.Assess brands performance3.Looks at category and audience segments for focus targetingOther info needed to become a holistic planning

73、 tool1.Cost per channel(CPM)2.Reach3.Campaign plan(target audience,objectives,channels to use,etc)TV/On-Demand TV ads Celebrities and social media influencers In-store display,shelf info,promo FB page/ad YouTube Brand website Social media influencers Ads in store/displays OOH ads Search Mobile app a

74、dsAlways be seen in various influential channels to keep current brand buyers loyal to the brand.Combine visibility in digital(search,ecommerce,social),TV and trade(display,promo)to trigger reconsideration for repeat purchase.Word of mouth,YouTube page and social media influencers can boost brand pu

75、rchaseSearch and Facebook ads/owned page are essential channels where consumers can learn more of products and benefits.Potential to gain more considerers.Results from the Touchpoints study can be integrated with planning tools+=Buyer ReconsiderBuyer EnjoyBuyer RecentNon Buyer ConsiderationNon Buyer

76、 AwareNon AwareCREATING AN OMNICHANNEL STRATEGY THROUGH INFLUENTIAL TOUCHPOINTS CONTRIBUTORSAgnes Chan,Marketing Science Partner,MetaAnna Soliman,Agency Development Lead APAC,MetaAps Roy,Marketing Science Agency Partner APAC,MetaGeorges Mao,Head of GBG Marketing Science APAC,MetaRobert Fry,Head of Consumer Intelligence APAC,Publicis MediaVikram Bansal,Head of GBG Marketing Science Global Agency&GCC APAC,Meta