Helping Australians fall back in love with brands.

Grey Eye on Australia 2016

Marketers face increasingly complex problems. Continuously connected and always-on consumers, living their lives across a myriad of channels and devices fragmenting media consumption, may technically be easier to reach but are tougher to engage successfully.

Set in this new context, the Grey Eye on Australia research examined the changing influence marketers and their communications have on people.

Brands are suffering.

In this digitally-infused environment brands are being impacted. Despite still being judged as important, consumers believe there’s brand clutter and are losing trust.

And it turns out, advertising is to blame…

Q: Do you agree or disagree with these statements?

Eye On AUSTRALIA found THREE emerging brand influences on consumers

STORY-MAKING

Advertising doesn’t work the way it used to.

Spheres of influence have shifted in this new era of scattered attention. Brands can no longer just speak and expect people to listen.

Q: WHAT ARE THE TOP TWO INFLUENCES ON WHAT PRODUCTS OR BRANDS YOU BUY?

Making ‘me’ part of the brand story

‘Me’ not ‘We’ social

People think brands on social media are too self-indulgent. Brands are still focused on broadcasting and not looking to create participation.

Q: DO YOU AGREE OR DISAGREE WITH THE FOLLOWING STATEMENT? BRANDS ON SOCIAL MEDIA ARE SELF-INDULGENT.

People don’t talk about brands because people love brands. They talk about brands as it says something about their taste, lifestyle and status. Brands need to move from storytelling to story-making.

SOCIAL PROOF

We’re herd animals.
Social proof influences.

The combined influence of word of mouth and “seeing someone use or buy” a brand should have marketers re-examining the importance of advocacy is in every category.

ALCOHOL

FASHION

BRANDED SERVICES

Action speaks louder than advertising.

Today, it’s not unique selling propositions or slick, expensive advertising campaigns that create the greatest brand and business value, but instead, a relentless focus on the customer. Today, think of branding as service design.

Q: WHAT ARE THE IMPORTANT INFLUENCES ON YOUR ACTUAL PURCHASE DECISIONS? [TOP TWO]

Shift our attitude to advertising

Advertising doesn’t work the way it used to.

Advertising doesn’t work the way it used to. Advertising can still be an engine of awareness, attitude shift and behaviour change but it needs to adapt to the new communications context of the world. Not merely pummeling consumers with messages but instead building around Story-Making, trying to fuel Social Proof and persuading consumers to engage with the brand around experiences.

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