Brand recall higher in Asia Pacific than in North America
ZenithOptimedia unveils the first public results of its Touchpoints ROI Tracker, the most extensive project ever undertaken to identify the power of individual consumer contact points to support leading brands. To date, ZenithOptimedia has carried out over 300,000 consumer interviews across 34 countries covering more than 4,000 brands.
The results make startling reading and the agency’s Dashboard of Global Norms offers marketers for the first time the chance to compare the power of all major communications channels across a variety of consumer groups, brand categories and regions.
A brief snapshot of the database unsurprisingly reveals the growing power of the Internet as a key marketing vehicle. However, what is more surprising is that the influence of Internet marketing grows as consumers get older.
Similarly, whilst there is much talk about the power of Word of Mouth, ZenithOptimedia’s research shows that recommendations from friends and families have the greatest influence on brand choice of all touchpoints - on average 22% higher than television advertising.
Looking across the regions, the influence of marketing contacts and the level of overall brand recall is much higher in Asia Pacific than in North America or Europe. For example, TV advertising is 20% more influential in Asia Pacific than in North America and internet banners are 30% more influential in Asia Pacific than in Europe.
ZenithOptimedia’s findings for individual brand categories show that levels of brand experience generated per dollar are much higher for telecoms advertisers than for those in financial services.
However, the survey doesn’t just identify the power of individual touchpoints to support brands; it also reveals how much harder some of these touchpoints can work in combination - a vital piece of knowledge when planning integrated communications.
ZenithOptimedia has only given a taster of the information available in this vast study but hinted at the richness that is available to clients in their pursuit of the highest possible return on advertising investment.
Leave a Reply
You must be logged in to post a comment.