The WARC Podcast
Influenceability, innovation and creative risk: SXSW recap
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!
34:08
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Quick takeaways
- Understanding 'influenceability' allows marketers to tailor strategies based on audience segments' susceptibility to being persuaded for better effectiveness.
- Adopting scenario planning helps brands navigate societal shifts and align their strategies today with the evolving aspirations of future consumers.
Deep dives
Understanding Influenceability in Marketing
The concept of influenceability is emerging as a crucial element in enhancing marketing effectiveness. It addresses the complexity within the media landscape, emphasizing the need for marketers to understand not only which channels to use but also how these channels function for different audience segments. Research indicates that consumers can be categorized based on their ease of being influenced—some are readily swayed to purchase, while others resist. This granularity in audience understanding fosters more tailored marketing strategies, enabling brands to select the right combinations of channels to resonate with their specific target demographics.
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