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Why brand success in 2022 requires an understanding of mood, monotony, and motivation

by | Feb 4, 2022 | Public Relations

With a rise in screen time and device ownership, unrestrained social media usage and growing concerns surrounding privacy, today’s audiences have an increased desire to impact the world around them. These shifts point to three key themes covered in a new report from global marketing agency TEAM LEWIS—ending monotony to avoid marketing immunity, understanding how mood can impact an audience, and tapping into key motivators to foster more meaningful connections.

The firm’s latest trends guide, in partnership with market research firm GWI, dives into how today’s multi-moment audience is evolving and the changes the pandemic has brought about in today’s marketing multiverse. Markets covered in the report include Australia, Belgium, France, Germany, Hong Kong, Italy, Malaysia, Netherlands, Portugal, Singapore, Spain, UK and US.

Why brand success in 2022 requires an understanding of mood, monotony, and motivation

“It’s no longer as simple as getting in front of your audience with a single message as many times as possible,” said Simon Billington, executive creative director at TEAM LEWIS, in a news release. “Consumer expectations of a brand’s interaction with them is clear. They want unique, attention-grabbing creativity delivered in a personalized way. The complexity of message and the vehicle the message is delivered in is paramount to success.”Why brand success in 2022 requires an understanding of mood, monotony, and motivation

Key findings include:

Screen time

  • Screen time continues to grow in most countries, with the exception of Australia, Malaysia, Singapore and the US
  • Hong Kongers & Malaysians prefer to spend more time on their mobile devices compared to PCs, laptops and tablets

Device ownership

  • Globally, audiences own at least three devices
  • Malaysians on average own fewer than three devices but spend the most time on the internet globally. The US, UK, Germany and Italy are above the global average when it comes to device ownership.

Social media usage

  • APAC countries use an average of four platforms daily
  • Western Europe has the lowest usage, with fewer than three platforms daily

Why brand success in 2022 requires an understanding of mood, monotony, and motivation

Attitudes towards privacy

  • Globally, the top concern amongst consumers is how companies use their personal data online (39 percent) followed by a preference to maintain anonymity online (34 percent)

Leading channels in today’s marketing landscape

  • The website is still king—56 percent visited a brand’s website in the last month
  • Newsletters are still effective—26 percent read an email or newsletter from a brand

Expectations of consumers

The rise of audio

  • In the last three years, there has been an increase in consumption of music streaming services and podcasts
  • Australia & Singapore are seeing the most growth in music streaming and podcast listenership YOY

Skepticism with social media

  • Only 23 percent of consumers globally think social media is good for society
  • Malaysians are the most positive about social media, with 40 percent seeing it as a force for good

Why brand success in 2022 requires an understanding of mood, monotony, and motivation

Download the full report here.

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Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 12 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richardc@bulldogreporter.com; @BulldogReporter

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