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ZenithOptimedia’s consumer study uncovers marketing’s Holy Grail

06-May-2008
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ZenithOptimedia’s consumer study uncovers marketing’s Holy Grail

ZenithOptimedia has unveiled the first public results of its Touchpoints ROI Tracker, the most extensive project ever undertaken to identify the power of individual consumer contact points to support leading brands. The results offer marketers a chance to compare the power of all major communications channels across a variety of consumer groups, brand categories and regions.

A brief snapshot of the database unsurprisingly reveals the growing power of the Internet as a key marketing vehicle. However, what is more surprising is that the influence of Internet marketing grows as consumers get older.

In India, the influence of Touchpoints and the levels of overall brand recall which they generate are much higher than in APAC or the US. While globally, the Touchpoint with the greatest influence is ‘recommendation from friends and family’, in India ‘personal use of the brand’ is the most influential Touchpoint. In Traditional Media, TV advertising is still important. It is 8 per cent more influential in India than in Asia Pacific and 13 per cent more than in the US. In India, Touchpoints like ‘Comparison Websites’, ‘In store demo’, ‘Specialist recommendations’ would provide the best opportunity to differentiate.

ZenithOptimedia’s findings for individual brand categories show that levels of brand experience generated per rupee are much higher for telecoms advertisers than for automobile advertisers.

However, the survey doesn’t just identify the power of individual Touchpoints to support brands; it also reveals how much harder some of these Touchpoints can work in combination.

Touchpoints ROI Tracker is a consumer research-based approach that ZenithOptimedia uses to measure and plan marketing effect across all consumer contacts. It identifies and quantifies the value of every consumer point of contact for a category and its brands, examining the role of each contact point in building brand preference and purchase intent. All forms of consumer contact are measured, including those at point of sale, point of consumption, one-to-one, word of mouth, sponsorship and events, the Internet, and mass media.

Since 2002, ZenithOptimedia has completed 300 Touchpoints ROI Tracker projects, comprising over 300,000 interviews across 34 countries, for 71 clients, and covering more than 4,000 brands in 126 product and service categories. In India, it has carried over 10,000 interviews, covering more than 112 top brands across nine categories.

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