Ogilvy, in partnership with Google and TNS, has found that the myriad choice of content is making factors such as purpose and relevance more and more important. A joint research project has found that content with purpose is much more effective.
According to the report, “With new technologies delivering more media on more devices than ever before, their options for content are limitless. Faced with this surplus, consumers are choosing to engage only with content that is personally relevant to them, their purpose and their passions. This new consumer mind set has implications for their purchasing behaviour—consumers shop with the same purpose that they consume content.”
The research uncovered three new opportunities for brands, all which tie in with the fact that quality needs to be the focus, not quantity:
- Purpose = Purchase. More than ever, brand purpose is critical to break through the clutter and drive purchases.
- Power of Influence > Power of Time. Counterintuitive as it may be, our research shows very little correlation between media usage and media influence. We need to focus on influence over usage.
- Experience > Exposure. Brands that provide consumers with deep experiences of their product—and manage to generate an emotional experience of ownership—win at the point of purchase.
The audience polled in the research were of what Google calls Generation C, which describes the new active and connected consumer. The key finding that has driven Google’s three new opportunities is that Generation C chose brands that engage them on passions and interests 42% more often than brands that simply urge people to buy the products it is advertising.
This purpose based approach is ideal for a content-led marketing brand but in order for it to be purposeful it needs to be relevant and targeted. Generation C is an increasingly broad range pf people, as more and more become connected and empowered. To take advantage of the opportunity of purpose, Google’s research showed that there are three types of Generation C consumers and they can be targeted differently.
According to Google, one group primarily seeks entertainment, another group’s purpose is to connect and a third group’s is to seek information about passions and interests. It’s this third group that the research revealed there was the greatest opportunity to reach with targeted, purposeful content.
According to Google this group are better to target because:
- They are better customers: They are 70% more likely to have purchased something online in the past month (versus consumers driven by entertainment or connection).
- They are word-of-mouth engines: They are 1.6 times more likely to rate a product or service online at least once a week (versus consumers driven by entertainment or connection).
According to the research, the attributes that content needs to have when targeting these customers is useful information (73%), engaging around passions (70%), demonstrates its principles (64%) and a brand that shared news, updates and offers with me (63%).
The brands that can satisfy these customers that are hungry to live their passions will reap the rewards. Staying true to the brands core and focusing on how that relates to these passions is the test. This means focusing on targeted, quality content.
According to Google, this also means making different media decisions and basing them on influence and not time. Or as Google puts it, “We also invite brands to incorporate the influence of platforms when building their media plans, rather than relying on time spent on platforms… The brands who thrive in the digital world will remember one thing above all – the path to purchase goes through the path to purpose.“