It is easy for everyone to escape your message nowadays! On European average the new media landscape and the lack of trust to companies and their offer, both create a real 'escape' from corporate / brand communications. The phenomenon is the same in almost every communication channel. To this extend, I always turn to research.
What really people / users / loyalists / journalists / special groups think for your communication? With what attributes they relate the company with? Why only some ads become viral and attain word-of-mouth? Which criteria lead to their indifference? To what depth do they criticize communication ideas and by that, the companies? We need research. As years go by, fragmented parity markets and no-innovative thinking of agencies, made communication ideas fall behind the likes and behavioral pattern of audiences . Content and Ideas needs to be re-addressed from agencies and Clients, so research to this extend is a valuable tool.
We know from theory that when an Idea expression of a company or a brand is in ‘LIKING phase', then this predicts business success (Liking is an important contributor to effectiveness as many studies have shown - MILLWARD BROWN, HBR, BMRB, EACA studies). The same applies in all forms of communications. So there is a -proven for its results- tool to help each Client discover what is not being liked in the communications by the audience. I name it "Communication Avoiders" study, and it proved to be an invaluable tool in my work for companies and brands.
- Consumers will give their attention to messaging they like, but will avoid it if they don't.
- Large numbers of consumers avoid communication tactics, believing they ‘have seen that'
- Relevance, affinity and creativity represent the powerful equation to get consumers' interaction.
- Impact of messaging clearly affects media (on and offline) strategies and business results.
All these and many more parameters can be measured through panel analysis of ideas/concepts likeability vs. conviction, Recall of ideas vs. purchase list and Multimedia avoidance behavior vs. consumer's way of living.
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