The WARC Podcast Influenceability, innovation and creative risk: SXSW recap
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Oct 22, 2024 Join James Boardman, Chief Strategy Officer at Wavemaker, and Felipe Thomaz, Associate Professor at Oxford, as they dive into research on 'influenceability' and marketing effectiveness. They discuss how understanding consumer behavior closes the effectiveness gap. Katie Rigg Smith from WPP Australia sheds light on the importance of scenario planning amid demographic shifts, while Sarah Bailey from VML emphasizes the need for distinctive advertising to stand out in a saturated market. It's a captivating exploration of creativity and strategy in modern marketing!
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Channels Aren't Fungible
- Media channels are not interchangeable; each moves people differently through the customer journey.
- Understanding channel-specific effects is essential to close the effectiveness gap.
Individual Influenceability Varies Widely
- People differ in how easily they shift toward purchase and this variation explains much campaign performance.
- Disentangling individual responsiveness from channel effects produces an influenceability score per person.
Start With Channel Mix, Then Scale
- Start planning media by choosing the optimal channel mix for your category and goal, not just by audience reach.
- Then scale that mix toward your target audience to achieve more effective outcomes.