Marketing Advisory, Strategy and Analytics
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We’re Feeling Half Normal, But… Young Aussies Are Anxious, And Starting To Look Disloyal To Brands And Services
This week the Normality Index provides a story of steady improvement in the drivers of our normality. Week 9 saw the Normality Index at 59% up from 52% last week. Our most important driver of normality, confidence in the economy, remains low but is up by 13% from last week. And Australians are increasingly feeling comfortable socialising and moving about in public which are both up by 20% this week to 64% and 60%, both important drivers of our sense of normality.
As political advertising ramps up in the lead to the November election, it is time for brands that are committed to effective advertising, to rethink their media strategy.
Some advertising executives have recently become interested in the academic literature. These advertising scholars have been citing studies that have found that advertising during a recession is potentially good for business...
Central to the conversion funnel thesis is that marketing communication moves the consumer from their initially disengaged state through to deliberation and conversion.
The U.S. Normality Index Normality has reached it’s highest point since tracking commenced, now at 72%. However, the imminent election is evidently having the greatest influence over Americans’ perceptions of normality, with Confidence in the U.S. Government emerging as the top driver of normality.
We are proud to announce at this year’s Advertising Research Foundation Awards (ARF), held in New York City on Friday 9 October 2020 (AEST) Australian marketing advisory, strategy and analytics firm, Forethought, took home a Gold David Ogilvy Award together with their rightfully ambitious client Bendigo Bank for the “Better Big Bank” campaign. A wonderful outcome!
Forethought has been tracking the mind and mood of Australians as we navigate the challenges of the Covid-19 crisis. Our aim has been to support our clients to rethink and reframe their offer to meet the changing needs of consumers as we all deal with the stressors and opportunities that this most unusual moment in time has created. This is the Normality Index, which has now been fielded since 27 March 2020 compiling responses from over 14,000 Australians on what is important to them now, how they are feeling and how this impacts on behaviour.
Les Binet would like marketers to discontinue the old ways of brand health measurement and adopt his “new way to track brand and advertising.”
Here we are four years later and again trying to understand how the results fell outside the pollsters’ margins for error (I am only referring to the well-regarded pollsters now). Here is what we do know: pollsters live their lives striving for achieving a representative sample.