Avoiding a battle for share of voice

Whilst television remains highly successful for raising awareness of new products, for maturing or highly competitive categories share of voice battles can be counter-productive, resulting in brand noise ‘clutter’, low brand recall, and minimal brand impact. Modelling and analysis undertaken by Nielsen reveals that heavy investment in GRPs does not necessarily translate to increased sales results. For those operating within this environment, balancing marketing spend across television as well as digital and other media can be an effective approach in circumventing the competitive brand melee.

Where are the biggest opportunities?

Young and emerging middle-class consumers will lead and drive change. Emerging markets in Asia such as China, India and Indonesia have witnessed significant shifts in consumers’ media consumption habits, driven by rising affluence, proliferation of internet-enabled mobile devices and affordable data plans.

This emerging group of consumers are young, they have grown up as a digital generation, and most have bypassed traditional technologies such as fixed line telephones and desktop computers.

Marketers need to identify and then gain an in-depth understanding of drivers and priorities of the digital generation in order to tap into their psyche and gain their trust.