WPP's GroupM agency partners, Maxus, MediaCom, Mediaedge:cia and MindShare, in partnership with WPP's Millward Brown, have launched Connections, an exclusive consumer-led research and communications planning tool that allows marketers and communications planners to analyze, evaluate and measure all connection points available to brands.
Combining in-depth qualitative and quantitative research, and powered by Millward Brown's Demand and Activation approach, Connections allows advertisers and communications planners valuable insights into how media can influence consumers throughout the purchase pathway. Each Connections study is designed around a client's marketing and communications objectives.
Using proprietary channel planning software, Connections allows Maxus, MediaCom, Mediaedge:cia and MindShare to:
* Evaluate effectiveness of current campaigns across 40 channels (above, below the line, in-store, sponsorship, digital etc)
* Select the optimal mix of connection points to achieve future brand and communication objectives
* Identify the optimal budget allocation across connection points, using simulation software
* Identify, define and measure consumer engagement within distinct brand categories across connection points
Connections includes a measure of channel Engagement. The qualitative Engagement study identifies and defines the level of consumer engagement. The study, developed by researchers from Maxus, MediaCom, Mediaedge:cia and MindShare in conjunction with research psychologists from London-based Sadek-Wynberg, explores how consumers interact and engage with contact points.
The core objectives of the study were to:
* Define engagement variables across key communication channels
* Understand how communication channels work to engage the consumer
* Explore how consumers might meaningfully and directly discuss engagement variables
The study identified four major drivers of engagement:
* Noticeability - how likely consumers engage with a contact point
* Affinity - How likeable and trusted the contact point is
* Relevance - How interested they are in the contact point
* Involvement - How deep the contact goes, leading to the consumer's inclination to act
