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A 2014 Asia-Pacific Industry Research Report Content MAtteRS the IMpACt of BRAnd StoRytellIng onlIne Understanding the role of digital content on Asian consumer decision-making and business ROI Philippines India Indonesia Vietnam Singapore South Korea Hong Kong China SINGAPORE 2014 EdItION

Singapore Content Matters 2014 Research Report - Waggener Edstrom

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Page 1: Singapore Content Matters 2014 Research Report - Waggener Edstrom

A 2014 Asia-Pacific Industry Research Report

Content MAtteRSthe IMpACt of BRAnd StoRytellIng onlIne

Understanding the role of digital content on Asian consumer

decision-making and business ROI

Philippines

India

Indonesia

Vietnam

Singapore

South Korea

Hong Kong

China

S I N G A P O R E 2 0 1 4 E d I t I O N

Page 2: Singapore Content Matters 2014 Research Report - Waggener Edstrom

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Page 3: Singapore Content Matters 2014 Research Report - Waggener Edstrom

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7RGD\�� LQ� WKH�SUDFWLFH�RI� LQWHJUDWHG�FRPPXQLFDWLRQV��ZH�DUH� LQFOLQHG� WR� WKLQN� WKDW�FRQWHQW�PDWWHUV��7KHUH� LV�JHQHUDO�FRQVHQVXV�WKDW�´FRQWHQW�LV�NLQJµ��

%XW�KRZ�LPSRUWDQW�LV�FRQWHQW�UHDOO\"�+RZ�PXFK�GRHV�LW�FUHDWH�WDQJLEOH�YDOXH�IRU�EUDQGV�DQG�IRU�WKHLU�FRQVXPHUV"

,Q�������%�&�DQG�%�%�EUDQG�FRQVXPHUV�DFURVV�$VLD�3DFLÀF�ZLOO�FRQWLQXH���ZLWK�PRUH�VRSKLVWLFDWLRQ�WKDQ�HYHU���WR�XWLOL]H�WKH�LQIRUPDWLRQ�DYDLODEOH�WR�WKHP�RQOLQH�DV�D�PHDQV�WR�PDNH�PRUH�LQIRUPHG�SXUFKDVH�GHFLVLRQV��7KH�UDSLG�SUROLIHUDWLRQ�RI�VPDUW�GHYLFHV�KDV�HQDEOHG�D�JUHDWHU�OHYHO�EUDQG�FRQQHFWHGQHVV�DV�FRQVXPHUV�FDQ�QRZ�HQJDJH�ZLWK�EUDQGV�DQG�branded content in real-time.

'LVFHUQLQJ�FRQVXPHUV�ZLOO�LQWHQVLYHO\�UHVHDUFK�DQG�ÀOWHU�LQIRUPDWLRQ�²�IRXQG�DW�YDULRXV�GLJLWDO�FKDQQHO�VRXUFHV�²�DERXW�EUDQGV��SURGXFWV�DQG�VHUYLFHV�SULRU�WR�SXUFKDVH��*RLQJ�IRUZDUG�WKHUH�ZLOO�EH�QR�VLQJOH�VRXUFH�RI�FRQWHQW�WKDW�FUHDWHV�consumer decisions.

The role of communications and marketing professionals today, from the PR and marketing manager to the CMO, is to connect actions to outcomes.

Strategic content is the basis of strong corporate narratives and authentic brand storytelling.

1. InTROdUCTIOn+VLZ�*VU[LU[�4H[[LY�MVY�)\ZPULZZ�PU�����&��(UK��0M�0[�+VLZ��;OLU�/V^&�

:LWK�FRQWHQW�LQIRUPLQJ�FRQVXPHU�GHFLVLRQV�PRUH�WKDQ�HYHU�²�LPSRUWDQW�GHFLVLRQV�DURXQG�EUDQG�SXUFKDVH��DGYRFDF\��DQG�HQJDJHPHQW�²�FRUSRUDWH�FRPPXQLFDWRUV�DQG�EUDQG�PDUNHWHUV�DUH�SUHVVXUHG�LQWR�SXEOLVKLQJ�PRUH�FRPSHOOLQJ�FRQWHQW��7KH�DLP�LV�WR�GHOLYHU�WR�FRQVXPHUV�WKH�FRQWHQW�WKDW�WKH\�VHHN�DERXW�FRPSDQLHV��EUDQGV��DQG�SURGXFWV��

%XW��MXVW�KRZ�LPSDFWIXO�LV�FRQWHQW�LQ�WHUPV�RI�LQFUHDVHG�VSHQGLQJ��EUDQG�DGYRFDF\��DQG�HQJDJHPHQW"�,V�WKHUH�D�WDQJLEOH�OLQN�EHWZHHQ�FRQWHQW�DQG�VDOHV"�2U�LV�WKLV�OLQN�PHUHO\�LPDJLQHG"

Page 4: Singapore Content Matters 2014 Research Report - Waggener Edstrom

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&RPPXQLFDWLRQV�DQG�PDUNHWLQJ�SURIHVVLRQDOV� IDFH� LQFUHDVLQJ�SUHVVXUH� WR�PHDVXUH� WKH�52,�RI� WKHLU�FDPSDLJQV�DQG�connect spending to bottom-line results.

7RGD\�&02V�FRQVLVWHQWO\�FLWH�PDUNHWLQJ�52,�DV�WKH�PRVW�LPSRUWDQW�PHDVXUH�RI�VXFFHVV��8QIRUWXQDWHO\��PHDVXULQJ�WKH�UHWXUQV�RI�FRQWHQW�PDUNHWLQJ�LV�QR�VLPSOH�WDVN�

:KDW�DUH�WKH�RXWFRPHV�RI�FRQWHQW�PDUNHWLQJ�IRU�EXVLQHVVHV�WRGD\�DQG�KRZ�GR�WKHVH�RXWFRPHV�GLIIHU�DFURVV�ERUGHUV�DQG�EXVLQHVV�VHFWRUV"�)XUWKHUPRUH��ZKDW�GR�FXVWRPHUV�H[SHFW�IURP�EUDQGHG�FRQWHQW�DQG�KRZ�FDQ�LW�DFWXDOO\�LPSDFW�SXUFKDVH�EHKDYLRXU��,QGHHG��WKHVH�DUH�TXHVWLRQV�WKDW�UHTXLUH�D�GLIIHUHQW�DSSURDFK�WR�PHDVXUHPHQW�

*LYHQ�WKDW�EUDQG�RZQHUV�DUH�FRQVLGHULQJ�ZKHWKHU�RU�QRW�WR�LQYHVW�PRUH�LQ�FRQWHQW�PDUNHWLQJ�LQ�������KDYLQJ�WKH�ULJKW�DQVZHUV�WR�WKHVH�TXHVWLRQV�KDYH�EHFRPH�YLWDO��

:H�EHOLHYH�WKDW�ÀQGLQJ�WKH�DQVZHUV�WR�WKHVH�TXHVWLRQV�FDQ�KHOS�PDUNHWLQJ�DQG�FRPPXQLFDWLRQV�SUDFWLWLRQHUV�IRVWHU�D�PRUH�SUDFWLFDO�DQG�PHDQLQJIXO�DSSURDFK�WR�XQGHUVWDQGLQJ�WKH�52,�RI�FRQWHQW�PDUNHWLQJ�ZKLOH�EXLOGLQJ�VXFFHVVIXO�GLJLWDO�PDUNHWLQJ�DQG�FRPPXQLFDWLRQV�SUDFWLFHV��

does content really matter and, if so, to what extent?

+RZ�H[DFWO\�GRHV�D�EUDQG¶V�FRQWHQW�VWUDWHJ\�UHODWH�WR�EXVLQHVV�VXFFHVV"

Page 5: Singapore Content Matters 2014 Research Report - Waggener Edstrom

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2. AbOUT WAggeneR edSTROM (We)Waggener Edstrom Communications (WE) is a global, independent integrated communications agency that has GHYHORSHG�VWUDWHJLF�FRPPXQLFDWLRQV�SURJUDPV�IRU�LQQRYDWLYH�DQG�ZRUOG�FKDQJLQJ�FOLHQWV�IRU�QHDUO\����\HDUV�²�ZRUNLQJ�WR�LQÁXHQFH�PDUNHWV��LQVSLUH�SHRSOH�DQG�LPSURYH�OLYHV��:(�$3$&�VSHFLDOL]HV�LQ�WKH�&RQVXPHU��7HFKQRORJ\��+HDOWKFDUH��&RUSRUDWH�DQG�'LJLWDO�FRPPXQLFDWLRQV�VHFWRUV��:(�ZDV�UHFHQWO\�QDPHG�$3$&�&RQVXPHU�&RQVXOWDQF\�RI�WKH�<HDU������E\�7KH�+ROPHV�5HSRUW��,Q�������:(�ZDV�QDPHG�0LG�6L]H�1HWZRUN�RI�WKH�<HDU�DW�WKH�&DPSDLJQ�$VLD�3DFLÀF�35�$ZDUGV�IRU�WKH�VHFRQG�\HDU�UXQQLQJ��$3$&�7HFKQRORJ\�&RQVXOWDQF\�RI�WKH�<HDU�E\�7KH�+ROPHV�5HSRUW��DQG�LQ������%HVW�'LJLWDO�&DPSDLJQ�RI�WKH�<HDU�E\�7KH�+ROPHV�5HSRUW·V�$VLD�3DFLÀF�6$%5(�$ZDUGV��7KH�DJHQF\�KDV�PRUH�WKDQ�����HPSOR\HHV�LQ����RIÀFHV�DURXQG�WKH�ZRUOG��DQG�LWV�*OREDO�$OOLDQFH�SDUWQHUV�H[SDQG�WKH�DJHQF\·V�UHDFK�WR�PRUH�WKDQ����DGGLWLRQDO�LQWHUQDWLRQDO�PDUNHWV��7R�OHDUQ�PRUH��YLVLW�KWWS���DSDF�ZDJJHQHUHGVWURP�FRP� 7KH�:DJJHQHU�(GVWURP��PDUN��WKH�,QQRYDWLRQ�&RPPXQLFDWLRQV��PDUN��WKH�WZHQG]��PDUN��WKH�:(�6WXGLR�'��PDUN�DQG�RWKHU�PDUNV�XVHG�KHUHLQ�DUH�UHJLVWHUHG�RU�XQUHJLVWHUHG�WUDGHPDUNV�RI�:DJJHQHU�(GVWURP�:RUOGZLGH�,QF�� LQ�WKH�8QLWHG�6WDWHV� DQG�RU� RWKHU� FRXQWULHV��7KH� QDPHV�RI� DFWXDO� FRPSDQLHV� DQG� SURGXFWV�PHQWLRQHG� KHUHLQ�PD\� EH� WKH�UHJLVWHUHG�RU�XQUHJLVWHUHG�WUDGHPDUNV�RI�WKHLU�UHVSHFWLYH�RZQHUV��8QDXWKRUL]HG�XVH�LV�VWULFWO\�SURKLELWHG�

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Page 7: Singapore Content Matters 2014 Research Report - Waggener Edstrom

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Page 9: Singapore Content Matters 2014 Research Report - Waggener Edstrom

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3. UndeRSTAndIng COnTenT MARKeTIngContent marketing can take on many shapes and sizes. As far as marketing tactics go, it can range from managing a

corporate Twitter handle to publishing regular eNewsletters. A list of common content marketing tactics include:

Although this list can be helpful, it does not get us to the core of what content marketing is and why it’s important.

In its most basic form, content marketing can be viewed as a way for brands to become storytellers. The Content

0DUNHWLQJ�,QVWLWXWH��&0,��VXSSRUWV�WKLV�QRWLRQ�DV�WKH\�GH¿QH�FRQWHQW�PDUNHWLQJ�DV�WKH�³DUW�RI�FRPPXQLFDWLQJ�ZLWK�\RXU�FXVWRPHUV�DQG�SURVSHFWV�ZLWKRXW�VHOOLQJ´� �&0,���������:KDW¶V�YDOXDEOH�ZLWK� WKLV�GH¿QLWLRQ� LV� WKDW� LW�HPSKDVL]HV� WKH�creative requirement (i.e. art) for content marketing to be successful, which is done through storytelling.

0RUH�LPSRUWDQWO\��&0,¶V�GH¿QLWLRQ�KLJKOLJKWV�WKH�IDFW�WKDW�FRQWHQW�PDUNHWLQJ�VKRXOG�QRW�EH�XVHG�DV�D�GLUHFW�VHOOLQJ�WDFWLF��7KDW�LV��XQOLNH�SDLG�PHGLD��\RXU�FRQWHQW�PDUNHWLQJ�VWUDWHJ\�VKRXOG�QRW�EH�IRFXVHG�RQ�JHQHUDWLQJ�LPPHGLDWH�¿QDQFLDO�returns. This can be a scary prospect for marketers today, especially with growing pressures from the executive branch

to prove the value and returns gained from their marketing and communications spend.

����3PURPUN�)YHUK�:[VY`[LSSPUN�[V�)\ZPULZZ�=HS\L

$FURVV�LQGXVWULHV�DQG�PDUNHWV��FRPPXQLFDWLRQV�DQG�PDUNHWLQJ�WHDPV�DUH�FRQFHUQHG�ZLWK�³PHDVXULQJ�WKH�LPSDFW´�RI�35��FRPPXQLFDWLRQV��DQG�PDUNHWLQJ�DFWLYLWLHV�DW�WKH�EUDQG�OHYHO��7KH�TXHVWLRQ��³ZKDW¶V�RXU�¿QDQFLDO�UHWXUQ"´�LV�D�IUHTXHQW�boardroom discussion topic.

Our aim with this study is to create a measurement framework for content marketing in business and to better understand

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SOCIAL MedIA UPdATeS

PR ACTIVITIeS dIReCT edMs

ReSeARCH And WHITePAPeRS

eneWSLeTTeRS VIdeOS

SHAReAbLe Web COnTenT

Web eVenTS

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Page 10: Singapore Content Matters 2014 Research Report - Waggener Edstrom

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Page 11: Singapore Content Matters 2014 Research Report - Waggener Edstrom

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4. MeTHOdOLOgy:H�FRQGXFWHG�D�VXUYH\�DPRQJ�������FRQVXPHUV�LQ����FRXQWULHV�DFURVV�$VLD�3DFLÀF��ZKLFK�LQFOXGHG�$XVWUDOLD��&KLQD��Hong Kong, India, Indonesia, Japan, Korea, Philippines, Singapore, and Vietnam.

7KH� VXUYH\� DVNHG� WKH� UHVSRQGHQWV� D� VHULHV� RI� TXHVWLRQV� UHODWHG� WR� KRZ� WKH\� LQWHUDFW� ZLWK� EUDQGV� DFURVV� GLIIHUHQW�business sectors.

7KH�EXVLQHVV�VHFWRUV�LQFOXGHG�LQ�WKLV�VWXG\�DUH��

MObILe deVICeS

PURCHASe beHAVIOR

Feature Phones

Smartphones

Tablets

Packaged drink Products

Packaged Food Products

Flights

Hotels

Car Rentals

Travel Packages

TVs

dVd/blu-ray players

Fridges, Stoves, Microwaves

eReaders

gaming Consoles

Shampoo

Moisturizer

Toothpaste

deodorant

Makeup

Over-the-Counter Medicine

nutrition Products

Prescription drugs

Consumer Medical devices

FOOd And beVeRAge PROdUCTS

TRAVeL & TOURISM

COnSUMeR eLeCTROnICS & APPLIAnCeS

PeRSOnAL CARe

PROdUCTS

HeALTHCARe

buying Cycle Advocacy engagement

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2XU�REMHFWLYH�ZLWK�WKLV�UHJLRQDO�UHVHDUFK�ZDV�WR�H[SORUH�WKH�LPSDFW�RQ�SXUFKDVH�EHKDYLRXU�EHWZHHQ�DXGLHQFHV�ZKR�DUH�KLJKO\�H[SRVHG�WR�EUDQGHG�FRQWHQW�RQOLQH�YHUVXV�WKRVH�ZKR�DUH�QRW��7KH�DXGLHQFH�ZH�VDPSOHG�ZHUH�GLJLWDO�FRQVXPHUV��WKDW�LV��FRQVXPHUV�ZKR�DUH�RQOLQH�DQG�RU�KDYH�D�PRELOH�GHYLFH�ZLWK�D�GDWD�FRQQHFWLRQ��:H�GHÀQH�SXUFKDVH�EHKDYLRXU�DFFRUGLQJ�WR�WKUHH�FRUH�DFWLYLWLHV��EX\LQJ�F\FOH��DGYRFDF\�DQG�HQJDJHPHQW�

Figure 1 Purchase behavior

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Page 12: Singapore Content Matters 2014 Research Report - Waggener Edstrom

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MObILe deVICeS

Sector

Rating

0 - 6

7 - 8

9 - 10

How much do you spend on products or services

Advocacy Level

detractors

Passively Satisfied

Promoters

Interpretation

extremely unlikely to recommend

Somewhat likely to recommend

extremely likely to recommend

Per purchase

FOOd And beVeRAge PROdUCTS Per week

TRAVeL & TOURISM Per year

COnSUMeR eLeCTROnICS Per year

PeRSOnAL CARe PROdUCTS Per week

HeALTHCARe Per purchase

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:H�DVNHG�UHVSRQGHQWV�LQ�HDFK�PDUNHW�WR�WHOO�XV�KRZ�PXFK�WKH\�VSHQG�RQ�SURGXFWV�RU�VHUYLFHV�ZLWKLQ�HDFK�VHFWRU��:H�SURPSWHG�WKH�UHVSRQGHQW�ZLWK�GLIIHUHQW�SXUFKDVH�IUHTXHQFLHV�IRU�HDFK�VHFWRU�DV�WKLV�FDQ�YDU\�FRQVLGHUDEO\�IRU�FRPPRQ�SURGXFWV�VHUYLFHV��7KH�SXUFKDVH�IUHTXHQFLHV�FDQ�EH�VHHQ�LQ�WKH�WDEOH�EHORZ�

Table 1 Purchase frequency

Table 2 Net promoter score

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8VLQJ�WKH�QHW�SURPRWHU�VFRUH�DSSURDFK�WR�PHDVXULQJ�DGYRFDF\�SURSRVHG�E\�5HLFKKHOG��ZH�DVNHG�UHVSRQGHQWV�KRZ�OLNHO\�WKH\�ZRXOG�EH�WR�UHFRPPHQG�WKHLU�IDYRULWH�EUDQG�WR�D�IULHQG��IDPLO\�PHPEHU��RU�FROOHDJXH��UDWHG�RQ�D�VFDOH�RI����QRW�OLNHO\�DW�DOO��WR�����H[WUHPHO\�OLNHO\���5HLFKKHOG���������7\SLFDOO\�WKH�QHW�SURPRWHU�VFRUH�DSSURDFK�LV�XVHG�WR�HYDOXDWH�D�VLQJOH�EUDQG��+RZHYHU��ZLWK�RXU�DSSURDFK�ZH�DVNHG�UHVSRQGHQWV�WR�WHOO�XV�KRZ�OLNHO\�WKH\�ZRXOG�EH�WR�UHFRPPHQG�WKHLU�IDYRULWH�EUDQG�V��ZLWKLQ�HDFK�EXVLQHVV�VHFWRU��$OWKRXJK�WKLV�GRHV�SUHVHQW�D�ELDV�WRZDUGV�WKH�UHVSRQGHQWV·�IDYRULWH�RU�WRS�RI�PLQG�EUDQG��ZH�FDQ�VWLOO�XVH�WKLV�DSSURDFK�WR�H[SORUH�DQG�FRPSDUH�OHYHOV�RI�DGYRFDF\�DPRQJ�FRQVXPHUV�DFURVV�borders and business sectors.

:KHQ�XVLQJ�WKH�UHVXOWV��ZH�XVHG�ERWK�WKH�DYHUDJH�DGYRFDF\�UDWLQJ��RQ�D�VFDOH�RI���WR������DV�ZHOO�DV�WKH�FDOFXODWHG�QHW�promoter score metric presented by Reichheld.

Page 13: Singapore Content Matters 2014 Research Report - Waggener Edstrom

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The net promoter score is determined by subtracting the percentage of detractors from the percentage of promoters. 7KH�ÀQDO�RXWSXW�ZLOO�JLYH�\RX�D�YDOXH�RQ�D�VFDOH�RI������WR������ZKHUH�D�VFRUH�RI�����PHDQV�WKDW�DOO�FXVWRPHUV�DGYRFDWH�IRU�\RXU�EUDQG��5HLFKKHOG���������$V�D�EHQFKPDUN��5HLFKKHOG�VWDWHG�WKDW�D�SUHYLRXV�VWXG\�ZKLFK�FRYHUHG�PRUH�WKDQ���������UHVSRQVHV�IRXQG�WKDW�WKH�PHGLDQ�QHW�SURPRWHU�VFRUH�ZDV������5HLFKKHOG��������

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)RU�HQJDJHPHQW��ZH�FUHDWHG�D�FRQVXPHU�HQJDJHPHQW�LQGH[�WKDW�IDFWRUHG���FRPPRQ�DFWLYLWLHV�WKDW�FRXOG�HYHQWXDOO\�OHDG�WR�SXUFKDVH��7KHVH�DFWLYLWLHV�LQFOXGHG�

'R�\RX�REWDLQ�LQIRUPDWLRQ�DERXW�SURGXFWV�DQG�VHUYLFHV�RQ�VRFLDO�PHGLD"'R�\RX�VKDUH�LQIRUPDWLRQ�DERXW�SURGXFWV�DQG�VHUYLFHV�RQ�VRFLDO�PHGLD"'R�\RX�ORRN�IRU�WKH�ODWHVW�GHDOV�DQG�SURPRWLRQV�RQ�VRFLDO�PHGLD"'R�\RX�OLNH�WR�SDUWLFLSDWH�LQ�FRQWHVWV�DQG�JLYHDZD\V�RQ�VRFLDO�PHGLD"'R�\RX�FOLFN�RQ�DGYHUWLVHPHQWV�RU�UHDG�DGYHUWRULDO�FRQWHQW�RQOLQH"

����(�-VJ\Z�VU�:VJPHS

:KHQ�LQYHVWLJDWLQJ�FRQVXPHU�H[SRVXUH�WR�EUDQG�FRQWHQW��RXU�SULPDU\�DSSURDFK�WR�PHDVXULQJ�WKLV�ZDV�WR�DVN�UHVSRQGHQWV�ZKHWKHU�WKH\�DFWLYHO\�IROORZ�EUDQGV�RQ�VRFLDO�PHGLD��DQG�WR�H[DPLQH�WKH�GLIIHUHQFHV�EHWZHHQ�WKRVH�WKDW�GR�YHUVXV�WKRVH�WKDW�GR�QRW�LQ�UHODWLRQ�WR�SXUFKDVH�EHKDYLRU��6R�ZK\�WKH�IRFXV�RQ�VRFLDO"

$V�ZH�PHQWLRQHG�HDUOLHU��VRFLDO�PHGLD�PDUNHWLQJ�LV�EXW�RQH�WDFWLF�ZLWKLQ�WKH�EURDGHU�GLVFLSOLQH�RI�FRQWHQW�PDUNHWLQJ�DQG�EUDQG�VWRU\WHOOLQJ��+RZHYHU��RI�DOO�WKH�WDFWLFV�LW�W\SLFDOO\�JHQHUDWHV�WKH�KLJKHVW�IUHTXHQF\�RI�H[SRVXUH�WR�EUDQGHG�FRQWHQW�DQG�WKXV�JDYH�XV�D�XQLTXH�RSSRUWXQLW\�WR�PHDVXUH�WKH�GLIIHUHQFH�EHWZHHQ�JURXSV�WKDW�DUH�KLJKO\�H[SRVHG�WR�WKLV�IRUP�RI�FRQWHQW�YHUVXV�WKRVH�WKDW�DUH�QRW��7KLV�LV�QRW�WR�VD\�WKDW�FRQWHQW�FUHDWHG�DQG�VKDUHG�RQ�VRFLDO�PHGLD�LV�PRUH�LPSDFWIXO�than content created through other channels or tactics. Quite the contrary, as brands need to consider the full spectrum RI�FRQWHQW�WKH\�FUHDWH��H�J��35��DGYHUWLVLQJ��VRFLDO��HWF���ZKHQ�WKLQNLQJ�DERXW�EUDQG�LPSDFW��

Figure 2 Spectrum of content exposure

Low Frequency Content

Research & Whitepapers

Advertorials

PR

enewsletter

Social Media Marketing

High Frequency Content

Page 14: Singapore Content Matters 2014 Research Report - Waggener Edstrom

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Page 17: Singapore Content Matters 2014 Research Report - Waggener Edstrom

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Functional

emotional

Social

definition

benefits that provide tangible utility to the customer

benefits that result in a change in the FXVWRPHU¶V�QRQ�SK\VLFDO�VWDWH

benefits to 3rd party entities, whether human (e.g. a family member, a local business owner) or non-human (e.g. the environment)

example

Using a smartphone to stay connected with friends or family

driving a car to work to shorten your commute

Improving your finances after meeting a financial planner

Reduced anxiety after counselling

Increased confidence from buying new clothes

Increased motivation after completing a university or college degree

donating to charity

buying fair trade coffee

Planting a tree

Table 4 Types of customer value

Value

Financial

Operational

Relational

definition

benefits that generate wealth and financial solvency for the business.

benefits that generate improved operational capacity for the business.

benefits that improve the relationship between the business and its customers

example

Revenues

Cost savings

Operational efficiency

Product or service development

Innovation

Improved brand health

Rebranding

Table 3 Types of business value

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Page 18: Singapore Content Matters 2014 Research Report - Waggener Edstrom

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behavior

Purchase Cycle

bUSIneSSVALUe CO-CReATIOn

Advocacy

engagement

definition

How much consumers spend and how frequently they purchase

How likely consumers are to recommend a brand to friends, family or colleagues

How likely consumers are to follow brands on social media

How likely consumers are to obtain information about products and services on social media

How likely consumers are to share information about products and services on social media

How likely consumers are to look for the latest deals and promotions on social media

How likely consumers are to participate in contests and giveaways on social media

How likely consumers are to click on advertisements or read advertorials posted by brands that they like

Figure 3 Value co-creation

Table 5 Types of purchase behavior

Functional

Relational

emotional

Operational

Social

Financial

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