Which Companies’ Marketing Campaigns Are Sparking Conversation?

MarketingCharts May 6, 2019   Even in the digital age, word-of-mouth still matters and if a brand’s marketing efforts are being talked about, it likely means it’s on the minds of consumers when they are ready to make a purchase decision. Knowing the importance of getting consumers talking about brands, Engagement Labs has released the results [press release] of the 10 most “talkworthy” marketing campaigns online and offline in the US. Its analysis suggests that high-profile campaigns make them more likely to feature in conversations about the brand.   Engagement Labs looked at close to 500 consumer brands and ranked them based on the share of offline conversations about the brand in which people were talking about the brand’s marketing or advertising.   With few Americans actually finding advertising enjoyable and the majority of consumers considering friends and family as a trusted source of information about brands, it’s helpful to take a closer look at which campaigns got people talking.   Allstate sits at the top of the offline most “talkworthy” brands list, with a 91.1% share of offline conversations about them referencing their marketing and advertising campaigns. This top spot comes after increasing their overall marketing investment last year. Sticking with what works, Allstate ran a dual campaign running what might be considered to be soothing or reassuring ads, with longtime representative Dennis Haysbert utilizing the tagline “Now that you know the truth, are you in good hands?” – and the more humorous “mayhem” ads which have been running since 2010.   Read the full MarketingCharts article, here.
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Allstate, GEICO had most ‘talkworthy’ advertising in 2018 – study

Insurance Business America   by Ryan Smith 02 May 2019   Allstate and GEICO produced the most “talkworthy” marketing in 2018, according to a report by analytics firm Engagement Labs. When consumers are making buying decisions, they talk with family, friends and coworkers. These conversations drive an estimated 19% of purchases, according to Engagement Labs. “One of the best ways for brands to increase their revenues is to create marketing and advertising that stimulate conversations, whether they happen in offline, face-to-face conversation or via online social media,” Engagement Labs said in a news release. Engagement labs analyzed nearly 500 consumer brands from a wide variety of industries to determine the most effective marketing campaigns. According to the firm’s report, Allstate had the most talkworthy offline marketing in 2018, followed by GEICO. Financial advisory firm TD Ameritrade rounded out the top three. Allstate increased its marketing investment in 2018, pushing its long-running “Are you in good hands?” advertising, starring actor Dennis Haysbert, and its edgier “mayhem” ads starring Dean Winters.   Read the full Insurance Business America article, here.
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The most talkworthy campaigns: Who’s winning—and what are they doing right?

Agility PR   by Richard Carufel | May 1, 2019   Word of mouth is powerful stuff—and even in this digitally driven age, it remains a brand’s best friend. It’s pretty simple: before consumers make buying decisions, they talk with friends, family, and coworkers. These conversations play a crucial role in the decision-making process—and according to new research from Engagement Labs, they drive an estimated 19 percent of purchases.   One of the best ways for brands to increase their revenues is to create marketing and advertising that stimulate conversations, whether they happen in offline, face-to-face conversation, or via online social media. With the decline of ad-supported television, it is becoming even more important for brands to use marketing messages that stimulate sharing, making it possible to reach more consumers with more persuasive content.  

Who’s driving the most WOM buzz?

Engagement Labs reveals the brands that were the most successful in driving consumer conversations with advertising and marketing in 2018. Three financial brands, including Allstate, GEICO, and TD Ameritrade, were the best at driving offline conversations, while PlayStation, Red Bull, and Nintendo were best at driving online conversations in social media.   Read the full Agility PR article, here.
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Give America some Goya, new survey says

ROI-NJ By Damon Riccio Montvale | Apr 10, 2019 at 7:15 am Food Fella   … It’s official … the results are in and it looks like our friends at Goya Foods are “feeling the love”! According to the second annual Engagement Labs’ TotalSocial brand awards, Goya Foods, the largest Hispanic-owned food company in the United States, was voted as America’s No. 2 most loved U.S. food brand — and placed in the Top 10 most loved brands in the country. Engagement Labs celebrates the performance of brand leaders in a variety of categories. Brands that are included in these awards are highly talked about online via social media and offline by consumer word of mouth. “The Goya brand is really breaking through in the food category, according to our TotalSocial data platform,” Ed Keller, CEO of Engagement Labs, said. “Goya’s improvement is related to continued strong performance with positive conversations, both online and offline, as well as more offline conversation among non-Hispanic consumers, including the most influential consumers who seem to have discovered the brand recently.”   Read the full ROI-NJ article, here.
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Millennials Have Fewer Brand Conversations, Digital Blamed

MediaPost by Wayne Friedman , April 4, 2019   Declining exposure to TV commercials is having a negative effect on young consumers talking about products and brands, according to a new study. A study from Engagement Labs, which measures word-of-mouth interactions, says this is increasing due to young consumers cutting the traditional pay TV cord in favor of video streaming services. Average weekly actual conversations among consumers ages 13-20 have dipped to 94.6 a week in 2018, from 115.2 conversations in 2013. For consumers ages 21-29, conversations are down from 102.3 to 93.2. Research also points to digital replacing TV as the main platform driving conversations: Television as a percentage of all paid-media driven conversations is down to 31.6% in 2018, from 37.4% in 2013. By contrast, digital media is up 31.8%, from 16.6%. Among other media, print has declined to 16.8% from 21.7%, while outdoor is at 7.8%, down from 10%, and radio comes in at 6.8%, down from 7.1%. Overall, there is has been a modest decline when looking at all consumer-related conversations — dipping to an average of 73 conversations a week last year, from 76 in 2013.   Read the full MediaPost article, here.
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How TV’s decline is reducing consumer engagement with brands

Agility PR   by Richard Carufel | Mar 26, 2019 Marketers and advertisers have a problem, and it’s worse than they thought. The decline of ad-supported television is driving down audience engagement with brands, according to new analysis of consumer conversation patterns by Engagement Labs, which finds the conversation frequency among the most prolific consumer conversationalists—young people—has plummeted.   As cord-cutting and advertising avoidance expands to older segments, brands will find it increasingly difficult to achieve their marketing ROI objectives, unless they respond with new approaches that not only reach consumers but also inspire brand engagement. Why does this matter? Because conversations among consumers drive about 19 percent of purchases, according to a new paper published in the MIT Sloan Management Review, including conversations that are triggered by paid advertising.   The analytics behind the new report, Cutting the Cord That Engages Us, reveal that over the last five years, the number of consumer conversations about brands per week among teens have dropped from 115 per person per week to 95, while among twentysomethings the drop is from 102 to 93 per person.   Read the full Agility PR article, here.
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W-O-M: Which Paid Media Are Driving Consumer Conversations About Brands?

  MarketingCharts   March 25, 2019 It appears that people are talking less about brands than they did five years ago, according to a new report [download page] from Engagement Labs. This is especially true of the youngest consumers (aged 13-20), who are cutting the cord and turning away from traditional ad-supported TV and opting for different viewing channels. This bracket went from having an average of 115.2 conversations per week about brands in 2013 to 94.6 in 2018.   Back in 2013, television was still the channel which drove the most consumer conversations, generating 37.4% of all paid-media driven conversations. Five years later, TV is no longer the top paid-media conversation starter, with its percentage share dropping to 31.6%.   By contrast, as advertisers find new channels to inspire word of mouth, digital advertising has seen a surge in its share of paid-media driven brand conversations, going from 3rd among paid media 5 years ago (16.6% share) to basically running neck and neck with Tv at 31.8% share in 2018.   While this small 0.2% percentage difference is arguably within the margin of error, trends in advertising spending leave little room for doubt as to the likely future – that digital will quickly overtake TV as the top paid media channel for driving consumer conversation about brands. According to PwC, internet advertising spend in the US reached $99.8 billion in 2018, compared to television’s $71.0 billion. Not only that, the US digital advertising market is expected to reach $127.4 billion by 2022 while TV’s market size will only increase marginally to $74.9 billion.   Read the full MarketingCharts article, here.
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Television advertising is losing its clout in conversational pull

Luxury Daily March 18 , 2019 By BRIELLE JAEKEL   While marketers are still devoting significant budgets to traditional television advertising, new research shows that the growth of cord cutting has drastically reduced the number of conversations surrounding brands.   Word of mouth is still a significant driver in marketing, with consumer conversations driving 19 percent of purchases, according to a new report from Engagement Labs. However, the number of these conversations is dropping at a speedy pace, from 115 per person a week to 95 in just five years.   “This study makes it very clear the relationship that has historically existed between paid marketing and consumer conversation is undergoing a profound change and marketers need to adapt quickly,” says Ed Keller, CEO of Engagement Labs.   “We know that conversations drive business performance,” he said. “And an important way to get people talking has been via T V advertising, which not only reaches eyeballs but it also sparks conversation.   “Cord cutters who are mostly young people have significantly impacted paid-ad related conversations especially in the tech, telecom and auto industries. It is imperative for brand marketers and advertisers to find new ways to reach consumers and inspire brand engagement as cord cutting expands to older segments.”   Read the full Luxury Daily article, here.
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Digital begins to replace TV as a conversation driver

WARC News, 18 March 2019   TV advertising has driven consumer conversations for years, but evidence suggests younger viewers’ growing preference for digital channels and streaming is making it harder for brands to engage with them. That is according to Engagement Labs, a data and analytics firm, whose TotalSocial platform measured the number of times people talked about brands and product categories each week since 2013. The study, entitled Cutting the Cord That Engages Us, found a modest overall decline in the average number of weekly consumer conversations per person (from 76 in 2013 to 73 in 2018), but also a “dramatic” decline in conversation frequency among young people. The data revealed that the number of consumer conversations among teens dropped from 115 per person per week in 2013 to 95 in 2018, while the decline among consumers in their twenties fell from 102 to 93 over the same period. “There is reason to believe that the culprit is declining exposure to television commercials, as millennials are cutting their cable cords in favour of streaming services – or never getting a cord in the first place,” the report said.   Read the full WARC article, here.
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