Borderless Access

With each passing day, there is a growing choice of platforms for people to consume news, entertainment, sports and engage socially on. At the same time, this leaves marketers and brands with a difficult choice of having to choose between the various platforms or prioritize one over the year. Thanks to the unusual year 2020, consumer habits have further changed, making the task of marketing and advertising even more difficult. To bring some clarity on this matter, Borderless Access conducted an online study during the last months of 2020 to understand which platforms consumers prefer and trust. The study also sheds light on consumer preference for traditional media platforms versus digital platforms. In this blog, we compare US consumer preferences against the rest of the world. Exposure to brand messaging and ad conversion Not surprisingly, most people around the world (74%) were exposed to brand messaging on social media platforms, followed by television (67%). Interestingly, in the...

  Kenya and Nigeria cautiously optimistic in their marketing endeavours Covid-19 has turned the world upside down for almost every industry. The marketing industry is no exception. Globally, close to half of marketers have reduced their marketing activities for the meantime, aiming to increase them to full capacity again in the future. From a Sub-Saharan perspective, we see Kenya and Nigeria following this trend, while South Africa shows more polarization: On the one hand, some marketers have reduced their activities altogether while some on the other hand have actually increased them during the evolution of the pandemic. Naturally, Covid-19 has impacted most marketing budgets around the world. Of the Sub-Saharan countries, Kenya appears to be the hardest hit with two-thirds of its marketers claiming to be working on a significantly reduced budget. Marketers reflect their consumers’ reliance on social media It comes as no surprise that marketers worldwide are choosing to focus thei...

Over the last decade, product and service communication and announcements have increasingly gone digital. A natural progression considering the ubiquitous nature of online communication and media channels such as social media platforms, news websites and services, online advertising channels and others. In the scenario, where do traditional platforms like print, television, radio, etc, stand and to what extent should brands and businesses rely on them for communication and advertisements? In search of insights surrounding this topic, Borderless Access conducted an online study towards the end of 2020, among consumers across the world, including Europe. In this blog, we look at consumer insights specifically from Germany and the United Kingdom. Channels on which consumers are most exposed to brand messaging On which channels do consumers get the highest exposure to product and service messages? We asked this to consumers in both countries and 70% in the UK answered television, while 50...

Of the many changes the world has gone through in the past year since the start of the pandemic, consumer behaviour and evolving expectations from brands is an important one that is also critical for marketers and advertisers. To understand how marketers have reacted to the effects of the pandemic and the resulting changes in consumer behavior , over the last year, Borderless Access conducted an online study in the United States, India and Singapore and in several countries in Africa, Europe and the Middle East. The study gathered responses from approximately 1000 respondents consisting of marketing and advertising professionals from different industries. The study explores marketing activities and budgets, preferred marketing channels, perceptions, experiences, and implementation of traditional and digital marketing and advertising methods. In this blog, we talk about the findings of the US market and how it compares to the rest of the target markets in our study. M...