Most Portuguese consumers expect brands to provide them with good content (92%), namely interesting, useful or entertaining experiences.
Of the various roles that content can play, the most valued is that of providing useful information (86%), followed by solutions that make everyday life easier (77%), rewarding loyalty (76%), inspiring new ideas (73%), the educational aspect through the improvement of skills or knowledge (71%) and, finally, as providers of entertainment (70%).
But the content provided by brands falls far short of expectations, with more than three-fifths considered poor, irrelevant, and still failing to meet consumers' desire for relevant content.
The “Meaningful Brands 2019” report reveals a 72% correlation between content effectiveness and brand impact on people's well-being. “ Looking at the relationship between a brand's performance, its relevance, and the content it produces, 'Meaningful Brands 2019' shows that brands urgently need to increase the effectiveness of their content in order to build relationships with people and boost business results ,” reinforces Fernanda Marantes, CEO of Havas Media Group Portugal.
For the Portuguese, the three brands with the most relevant content, considering the six roles that content can play, are:
- Inform – Google, Delta and Audi
- Educate – Google, YouTube and Audi
- Help – Google, Apple (mobile devices) and Mercedes-Benz
- Inspire – Apple (mobile devices), Mercedes-Benz and Delta
- Rewards – Apple (mobile devices), Santa Casa Games and Delta
- Entertain – Youtube, Superbock and Apple (mobile devices)
With respect to the 14 sectors analyzed, Automotive, Consumer Goods, Beverages, Telecommunications, and Internet & Media constitute the top 5 with the most effective content.
Another new feature of the "Meaningful Brands 2019" survey is the ability to identify, in each of the 14 sectors analyzed, which content formats have the greatest impact at each stage of the "consumer decision journey" (brand familiarization, purchase moment, repurchase, and recommendation) and, consequently, on the business.
