MANILA – Kantar TNS (Taylor Nelson Sofres), one of the largest research agencies in the world, highlighted the need for businesses to rethink how they connect with consumers online as Filipinos become adverse to intrusive brand advertising. The findings from the Connected Life study, shared at the “D3 2016: Delivering Impact in a Connected World” conference, show why brands should embrace disruptive approaches to leverage the full impact of digital and mobile technologies, creating marketing strategies that engage consumers and power businesses towards success. The conference, which Kantar TNS hosted in Manila for the first time this year, brought together senior marketing officials from renowned corporations to learn more about building brands, success stories, and creating meaningful impact in a connected world.
Ms. Zoe Lawrence, Kantar TNS APAC Director for Digital, led the discussion on the importance of creating meaningful marketing moments to engage the digitally-connected consumer. According to Ms. Lawrence, brands must tailor-fit campaigns for their market. “Today, it’s all about engaging consumers in new ways. Brands must understand their market and develop content that is of value to them,” she said.
Citing the recently-released findings of the Connected Life 2016 study of Kantar TNS, Ms. Lawrence talked about the rapid rise of social media platforms Instagram and Snapchat in the Philippines. Data showed that Filipino consumers are looking beyond Facebook and are testing newer, more visual channels.
The rise of these platforms provides brands with new opportunities to target and engage consumers. However, brands need to be mindful of evolving consumer attitudes as they look to take advantage of the diversifying social media landscape. The Connected Life results further revealed that a quarter (23%) of connected consumers in the Philippines ‘actively ignore’ social posts or content from brands. Businesses need to avoid being invasive as a third (33%) already feel ‘constantly followed’ by online advertising.
Meanwhile, Mr. Gonzalo Fuentes, Global Chief Executive Officer of the Media and Digital Effectiveness business of Kantar, emphasized the enormous potential of mobile in connecting to consumers. Based on eMarketer.com, Mr. Fuentes said that there are over a billion smartphone users in the Asia Pacific region today and 30 million of them are Filipinos1. However, he added that marketers in the Philippines have yet to maximize mobile technology and applications to reach their target audience.
“With so many tools available for their use, brands must be strategic in developing campaigns that cater to the needs and wants of their consumers. Their marketing campaigns don’t necessarily need to be viral all time. What they always need to be is memorable,” Mr. Fuentes said.
According to Gary de Ocampo, Chief Executive Officer of the Insights Group of Kantar in the Philippines, the D3 2016 event showcased how technology and connectivity have created endless new possibilities for local marketing and business leaders. “With the right information and insights, Philippine marketers are equipped to make empowered decisions to propel their brands towards sustainable growth,” he added.
Kantar TNS’s first digital conference in the country gathered distinguished speakers from Nestle, Globe Telecom, HOOQ, Lazada, OLX, TVCXpress and Calyxza, J. Walter Thompson, Spotify and McDonald’s.
