Three factors form the foundation of a successful ad campaign: Reach, resonance and reaction. Reach the right audience, and ensure your advertising resonates positively so you can generate the desired reaction. Simple–right? Wrong.
The global baby care market is booming! But for baby care manufactures, there's plenty at state in the battle for baby bucks.
Around the world, more than six-in-10 respondents say they like when manufacturers offer new products, and more than half say they purchased a new product during their last grocery-shopping trip.
Across any type of format, trust is an important component of advertising message resonance. But no matter the format, the desired end result is the same—action.
Figures from the government show that one-out-of-five Hong Kong adults are obese. However, according to our study, far less people consider themselves somewhat overweight, and the majority is actively finding measures to lose weight. Changing their diet to monitor their health is their No.1 choice.
E-commerce offers a compelling proposition for busy parents: the convenience of shopping whenever, wherever they desire, often with free delivery to their front door.
The most credible advertising comes straight from the people we know and trust. And it should come as no surprise that more than eight-in-10 global respondents (83%) say they completely or somewhat trust the recommendations of friends and family.
For both baby food and diaper brands, 70% of global respondents say they have switched brands. Their reasons for switching baby food, however, are somewhat different than their reasons for switching diapers.
When it comes to learning about which diapers are best, 44% of global respondents go direct to the people they know and trust for recommendations, which is the top source of information in every region.
The growth of China's e-commerce sales has outpaced that of the U.S.—growing at a rate of 52% year-over-year in 2014 versus 17% for the U.S. With rapid growth increasing the competitors in this space, however, how can retailers win?
Wall Street is concerned that increasing numbers of cable subscribers are cord-cutting and investors are worried that media companies aren’t earning enough from SVOD platforms to compensate. So do the worries have merit?
When it comes to keeping babies comfortable and clean, diapers are a top priority for parents—and one for which they spare no expense. In fact, Nielsen estimates diaper sales around the world will exceed $29 billion in 2015.
The slowing pace of China’s investment- and export-led growth underscores an opportunity for the country’s 1.4 billion consumers to play a bigger role in the economy going forward. Louise Keely, President, The Demand Institute offers insight into recent research on the topic and the four roles businesses can play as China transitions to consumer-led growth.