Voices.com eleased its annual industry Trends Report, revealing the most significant marketing and advertising trends of the last year, and predictions for how these trends will continue to drive business decisions in 2018.

 

 

In this report, Chick Foxgrover, 4A’s EVP of creative technologies and innovation, shares his perspective on this year’s CES conference — including key take-aways for agencies, insights on voice technology, VR, smart homes, and more.

In this report, we highlight topics covered at the Feb. 6th event — including unconventional uses of data, preparing for the EU’s General Data Protection Regulation, cross-device measurement and targeting, and upcoming industry standards.

The modern CMO knows that data should be at the center of every marketing strategy, and is eager to leverage any consumer information they can get. But despite the Big Data trend, an unfortunate paradox for multicultural segments has emerged. While there is increased access to consumer information, there’s actually less quality analysis around multicultural business opportunities due to reduced in-house capabilities at the client level. Starting today, ALMA offers a solution for its roster with the launch of a Marketing Science and Analytics Department – a discipline dedicated to providing smart market analysis for stronger decision making.

More retailers are looking to technology to simplify the shopping process and automate a lot of redundant tasks. But are consumers ready?

Spanish Broadcasting System, Inc. announced the appointment of Maire Mason as Vice President, General Manager of the New York market, WSKQ-Mega 97.9FM and WPAT-Amor 93.1FM. 

LBI Media announced the appointment of Nick  Valls as its new general manager for recently acquired WGEN in Miami, Florida.

Welcome to the first installment of a trilogy -or maybe a tetralogy- that will attempt a detailed SWOT analysis of the various paths a marketer can choose when hiring talent to roll out its communication campaigns. This first installment will probe the various strengths, weaknesses, opportunities & threats of using in-house agencies for such purposes.  By Gonzalo López Martí - Creative director, etc. / LMMiami.com

Among other key findings, half of respondents (50%) cited “insufficient supporting technology” as a primary obstacle in their ability to gain value from their data initiatives, while roughly one-third (32%) said that technology would play a vital role in leading their data initiatives this year. Of particular note, artificial intelligence (AI) and blockchain technology were frequently cited as innovations that would likely command more time and attention in 2018.

At the annual IAB Leadership Meeting today, Unilever CMO spoke of the company’s commitment to “responsible” platforms, content and infrastructure, and also conveyed that it will support partners such as Facebook and Google as they invest in improving their platforms. Commentary was somewhat contrary to prior press reports which indicated that Unilever may take a harder line on digital media, much as CPG peer Procter & Gamble did at the same event last year.  By Brian Wieser - Senior Research Analyst – Advertising / Pivotal Research Group

The most disruptive challenge to conventional media-based, brand-building advertising happened during the earliest days of Internet advertising, when agencies and brand marketers failed to define emerging digital platforms like the Internet -- and ultimately, mobile -- as a branding medium.  by Joe Mandese

In the latest episode of "Behind the Numbers," eMarketer analysts Lauren Fisher and Yory Wurmser talk about the challenges marketers face when working with mobile.

Have you been part of an agency pitch lately? If so, you will have seen a very different pitch than you would have seen five or 10 years ago. Of course that’s normal, given all the change that is happening in our industry.  Agency RFPs now include lengthy requirements for data, insights, marketing technology and other digital components. These are not “fluff” requests like “increase likes” or “drive search results.”  by Maarten Albarda

Companies will spend more than $1 trillion globally on marketing in 2017, by one estimate. This puts chief marketing officers stewarding their brands squarely in the crosshairs of CEOs, CFOs and corporate boards, who want to know where all this money is going and what they’re getting in return—“brands be damned.”  To respond to these pressures, CMOs have turned to marketing mix optimization (MMO), an analytical approach to figuring out which elements of the marketing mix—media, creative and so on—are working more and less effectively, and then spending more on the winners and less on the losers.  By Cesar Brea, Laura Beaudin, Andreas Dullweber and Brian Dennehy

One more birth means one more person. Therefore, that births would be one of the primary drivers of U.S. population growth seems to be a deceptively simple conclusion. However, why, how, and where births contribute to the U.S. population growth varies from state to state.

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