Influence through Identity, not ID
the capacity to have an effect on the character, development, or behaviour of someone or something, or the effect itself.
A recent study by PHD and Magnetic demonstrates we are more likely to pay attention to advertising in magazines as a self-selecting medium where people are seeking out expertise, opinion and yes advertising. Highly relevant content based on areas that are important to our sense of identity are more likely to drive consideration, intention and purchase. Advertising in this context is more influential.
By appealing to our identity as opposed to our ID (which is a data trail, a proxy with limitations) advertising will be more influential.
As an industry we have greatly increased investment in data driven ID targeting at the expense of contextual opportunities that resonate with our actual identities. Perhaps a better balance needs to be considered?
This is the focus of a new piece of research from Enders Analysis. They found that the largest part of discretionary spending to grow over the past five years surrounds people’s passions – from fashion and football to film and food. Even in such an uncertain economic climate, Brits are finding money for the things that really matter to them.
Spending on purchases related to our identity is increasing much more significantly than other household spend. These identity categories made up 52% of discretionary spending last year and captured 79% of the all consumer spend growth in the past five years.
This economic growth – the passion pound – is recognised by publishers who are traditionally strong in this area. They have demonstrated this huge increase in interest by their diversification of offers to customers, including off-the-page experiences and investing in events and ecommerce. Examples range from last weekend’s Stylist Live to The Radio Times TV festival, from the Decanter Wine tastings to Dennis’ move into selling cars direct to consumers. But advertisers have been slow to follow this pattern and have indeed decreased investment in these areas.
The overall under investment in Identity marketing provides an opportunity for advertisers to gain a competitive advantage. Whilst this area is being under-utilised identifying the passions where your brand will thrive and working with the right media owners to create excitement and purpose around these areas will pay rich dividends.
Recent examples include Unilever’s partnership with NME around music, Brewin Dolphin’s relationship with cycling events through TI Media and Neutrogena’s partnership with Marie Claire’s Future Shapers all of which drove market share and improved brand metrics.