Disruptive forces are changing the business landscape in the forms of complexity, content demands, and customer expectations, challenging marketing organizations to undergo significant transformations rather than incremental change. And while marketing leaders have a good idea of where they need to go, they don’t have a clear vision of how to get there, according to a new survey by the ANA (Association of National Advertisers): “Marketing’s Moment: Leading the Disruption.”
Protecting the “general market” bundle. If you make Hispanic marketing central, you need to break up the general market bundle. That forces companies to reevaluate everything they do. It’s much easier to operate on an assumption that Hispanic populations are all “acculturating” and are (or will) be consuming the same media as the general market, so there’s no need to treat them separately.
Over the past year, a very notable trend in CivicScience’s data has become apparent with regard to which of these three levers are most influencing the buying and consumption decisions of U.S. adults: advertising on television, advertising on the Internet, or social media “chatter” (comments or recommendations from others).
Today, as the CEO of an advertising agency, I understand the obsession with Millennial consumers but I am baffled by the marketing world’s tendency to look at this entire generation of people as one group with similar traits and tastes. Millennials, also known as Generation Y, were born between the early 1980s and the early 2000s. Most agree that people born between 1992 and 2001 make up the key part of this group. This means that a Millennial may be 18 years old or 33 years old.
The definition of real-time marketing continues to evolve, leaving marketers unsure just how swiftly they should be hooking into major cultural moments. Joe McCaffrey, planning director and head of social for digital agency Huge, spoke with eMarketer’s Danielle Drolet about keeping up with real-time events in an authentic way, and more.
When millennials see interesting content, they’re more likely than the general population to share it with their social networks.
Eddie Gonzalez has departed his post as Chairman CEO Latin America and The Bravo Group at Young & Rubicam.
Rising Share of Never-Married Adults, Growing Gender GapAfter decades of declining marriage rates and changes in family structure, the share of American adults who have never been married is at an historic high.
The Coca-Cola Company announced that after more than seven years of distinguished leadership and service as the Company’s Chief Marketing and Commercial Officer, Joe Tripodi will retire from the Company at the end of February 2015.
The Council for Research Excellence (CRE) announced it has published the marketing and advertising industry's first in-depth primer on Big Data. Titled "Big Data: A Primer for Defining and Implementing Big Data in the Marketing and Advertising Industry," the report is intended to help orient advertising and media executives to the related opportunities and challenges that will arise as the industry goes from megabytes of data on PCs to petabytes of data in the cloud.
The importance of marketing technology will only get bigger in 2015, based on an August 2014 study by Econsultancy in association with Teradata. The research noted that the demand for technology was growing thanks to marketers’ continuing prioritization of personalization and customer centricity.
The campaign will celebrate the NBA’s global community, calling on fans around the world to get up and show their team spirit for the season ahead. Its first TV spot, “Roll Call,” will be narrated by Dominican singer and songwriter Henry Santos, best known for his time in bachata group Aventura.
Chief marketers are fast becoming expert urban planners fighting enterprise data sprawl in their digital marketing technology portfolios. They are being challenged to bring disciplined development and cross-functional harmonization to what is an ever more crowded, data-producing landscape.
When you’re only 19 years old or younger, it can be easy to get overlooked. Marketers should not make that mistake. Generation Z is already the biggest generational group in the US, making up over a quarter of the population – yes, bigger than Millennials – and estimates put non-Caucasians at 46%. And of course, they are the most technologically savvy generation yet – thus the moniker, ‘digital natives’. Read on to discover how Gen Z is changing the world, and how your brand can be part of the revolution.
What metrics are most common for evaluating content marketing success?
Of the 65 million grandparents in the United States in 2012, 7 million, or 10 percent, lived with at least one grandchild, according to Coresident Grandparents and Their Grandchildren: 2012, a new report released by the U.S. Census Bureau.
Telemundo announced the production kick off of its new original Novela, “Tierra de Reyes,” starring Aarón Díaz, Ana Lorena Sánchez, Gonzalo García Vivanco, Kimberly Dos Ramos, Christian de la Campa and Scarlet Gruber, with Fabián Ríos and Sonya Smith as “Cayetana”.
By Pedro de Cordoba | Chief Strategy Officer - EVENTUS
It’s been bugging me for a while now. I just couldn’t let it go. When the brain trust of our Industry decided to unveil their collective definition of what a total market approach really means, I had to go back and re-read the press release on the ANA’s website more times than I care to admit. (AHAA Leads Marketing Coalition in Defining Total Market, September 2, 2014). I strained to understand it. Was it about a new way of doing things, or simply about the money?
Adobe and Nielsen announced a strategic alliance that is expected to deliver a cross-platform system for measuring online TV, video and other digital content across the Web and apps.
Internet ad revenues climbed to an historic first half-year high of $23.1 billion, according to the IAB Internet Advertising Revenue Report released by the Interactive Advertising Bureau (IAB) and prepared by PwC US. This marks a 15 percent rise over 2013’s first-half ad revenues of $20.1 billion.
Digital video advertisers that want to grab viewers’ attention, take note: The device on which a consumer views video ads matters far more than mood or location—or even the content genre.
The Axis Agency announced the promotion of Wally Sabria to Executive Vice President of Digital and Social Media.
The hour-long program, "Noticentro America," will air live and exclusively on WAPA's U.S. sister cable network, WAPA America, Monday-Friday at 8pm ET/5pm PT.
Mobile marketing, as in marketing via smartphones, is one of the hottest topics in the U.S. marketing industry right now. We can all relate, I am sure. We Tweet, visit Facebook, enjoy music, watch videos, check the weather, watch TV shows, watch movies, and oh, yes, we even manage to make some phone calls with these ingenious and ever more sophisticated devices. By Elisa Cogo / Director of National Sales and Marketing at Cardenas Marketing Network
Darn it, I really wanted to write a rant about Twitter profiles from people that put a #hashtag #in #front #of #every #word #in #their #profile. Or people that qualify their profile with monikers like #thoughtleader or #insert-other-pretentious-claptrap-here. But alas, events in programmatic last week forced me to ditch my plans, and focus once again on programmatic’s unstoppable rise and rise.
CBS Outdoor Americas Inc. has announced it will rebrand as Outfront Media Inc.