A marketing trend that’s been impossible to ignore is the growing value of digital and social content. According to PwC, digital advertising is increasing by 20% year over year while nearly half the world’s population is on some type of social media platform. Despite this, we continue to see many brands:
- Ignore testing their digital creative while still investing heavily in TV ad testing;
- Struggle with understanding their digital audiences;
- Put TV ads on digital channels, expecting the same effectiveness.
The result? Huge budgets being wasted on ineffective ad campaigns.
That’s why it’s become extremely important for marketers to produce campaigns that not only capture people’s attention, but also help foster long-term relationships with the brand.
Labatt is one company that’s way ahead of the curve, understanding the significance of employing a ‘channel first design strategy’ in marketing. They also know the importance of ascertaining customer feedback and, as such, focus on creating the right content for the channels that best reach their audiences—existing and new.
To create digital content that is more personalized and relevant for their audience, the Labatt Insights team sought a way they could quickly uncover customer insights and motivations. Ultimately, they were looking for a cost effective, agile research solution that could offer visibility into what’s working and what’s not with their digital content in a way that allowed them to produce better content, faster.