Retail / studies

When it comes to understanding the trends in Italian women's consumption of fashion media, the key question is whether their focus is shifting from print to digital. We found that although digital consumption is on the rise, consumers are using both types of media to fulfill complementary requirements. There is an opportunity for online to increase its market share by mirroring the serendipity of print content, while adding better functionality to enable purchase decisions.

AdWords from Google is the most effective form of online media. After the economic crash, L'Oreal's market share for L'Oreal Cosmetique Active dropped as new competitors entered the market. L'Oreal's response was to investigate their media mix and focus only on media that drove sales. They found that over one-third of the sales generated by TV were actually driven by online advertising. As a result, L'Oreal invested heavily in AdWords as a more efficient driver of sales, but continued to invest in TV, which amplified the online campaign.

For the first time ever the majority of purchasers does online research before purchasing. The online purchase share shows limited growth for most products, however online research grows strongly and consistently across all countries and products.

Key Findings

• Online purchase mainly grows in travel and media, however online research grows strongly and consistently across all countries and products.
• Online research grows equally strong amongst online and offline purchasers and is consistent amongst countries and products as well.
• Products of higher value show both more online research and more online purchase than lower value products.

This case study looks at how YouTube works in the media mix for a Zovirax campaign aimed at sustaining brand awareness and image. It will be of particular interest to anyone looking to understand how YouTube and TV interact and compliment each other.

Key findings:

• The campaign reached 66% of the 25-45 year old population. 43% of the Youtube reach for the focus target was incremental
• Within the target audience of 25-45 year olds the campaign was much more effective in being recalled and recognised, when it was delivered both on YT and TV.

This Italian study will help you understand more about the impact of YouTube within the media mix.

Key findings:

• The YouTube campaign delivered incremental reach. A third of those who viewed the YouTube campaign were not exposed to the TV ad.
• YouTube led to 12,000 women visiting the brand website within 24 hours of YouTube ad exposure.
• The YouTube campaign boosted the overall campaign impact: all brand measures showed uplift for those who viewed both TV & IT campaign

The objective of the study was to understand the effect of marketing on IKEA's sales in Italy, with a particular focus on the synergy between online and offline media activity and the effectiveness of paid search. IKEA's sales drivers were isolated and quantified using econometrics models showing that 9.7% of total sales are influenced by controllable marketing factors.

Key findings

• TV advertising has the greatest impact but paid search is the second highest marketing driver of sales.
• Paid search is more effective at driving sales than banners.
• TV and paid search work in conjunction to boost sales.

The objective of this study is to map the role of search in the purchasing process of Italian tech and home entertainment products.

• The results show that search is an important part of the customer journey, with over half using search at some point in their journey.
• This increases to nearly two thirds for those that purchase, with this group showing a significantly increased use of search. Widespread use of generic search terms throughout.