How are consumers feeling about their finances?
In many countries, consumer sentiment has improved since 2015. Consumers have become more bullish about their ability to spend.
In many countries, consumer sentiment has improved since 2015. Consumers have become more bullish about their ability to spend.
In the latest episode of eMarketer’s “Behind the Numbers” podcast, analysts Debra Aho Williamson and Nicole Perrin dig into influencer marketing: How influential is it, really? And are marketers taking the opportunities (and the risks) seriously?
MAGNA in partnership with Univision Communications Inc (UCI), announced the full results of its “Marketing to the Hispanic Mindset” study that proves, among other key findings, that contextual targeting in digital video ads can double purchase intent among Hispanics.
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
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.
Over the past ten years, I have witnessed the disappearance of powerful brands and with it the diminishing of a level of enchantment that once fed our “can do, anything is possible” American view of the world. This is the first report in a five-part series exploring the impact on people and our culture of powerful brand vanishment and why, more than ever, we need these cultural artifacts back among us. By Jane Cavalier
Economic momentum is accelerating. CEOs around the world sense the opportunities for expanding in the US through 2018.
Account managers were giants of accountability during the Mad Men era, when agencies were paid by media commissions and it was important to convince client executives, up and down the line, that high media spending was good for brands. Everyone benefited from this. TV advertising was effective, so clients and brands benefited from this account management salesmanship. TV advertising unleashed the agency’s creative capabilities and allowed creatives to flourish and do their best work. Senior account people sold the agency’s creative ideas to their clients, acting as intermediaries (for better or worse), solidifying account executives’ credibility in the eyes of their clients. Although there were plenty of turf wars between the “suits” and the “creatives,” the overall process assured a high degree of unity, purpose and intimacy with clients. Finally, and not insignificantly, agencies made a lot of money — much more than they earn today. By Michael Farmer
Some marketers have despaired of ever being able to connect a sales impact to a specific and unique element of complex and multi-faced marketing plans – preferring instead to use their “gut” to guide marketing decisions and to rely on anecdote or vanity metrics to justify the results. However, in our era of data-driven marketing, this “know-nothing” approach has become increasingly untenable as CFOs and CEOs demand more exacting demonstrations of marketing ROI.
AHAA: The Voice of Hispanic Marketing unveiled to its members that it is rebranding itself under a new name: Culture Marketing Council: The Voice of Hispanic Marketing (CMC).
The FIFA World Cup, as you probably already know, is the ultimate sports competition in the world, showcasing premier level soccer stars playing with their national teams. This tournament takes place every four years, but what you might not know is that there’s another battle that happens behind the scenes: it’s a competition between brands to outfit and sponsor each national team. By Vicente Navarro, partner and vice president of business development at AC&M Group
It’s that time of the year when CMOs look back at 2017 results, analyze important KPIs and assess their industry as a whole, and project 2018’s performance. Based on my personal survey with clients and prospects, most predict a 2018 with challenges, with any gains from a potential higher GDP growth being eaten by the need to keep prices competitive to fight private label, channel disruption, and a more-than-ever empowered consumer ready to make the switch to competitive brands. By Isaac Mizrahi – Co President, Chief Operating Officer / ALMA
The digital world has given manufacturers new ways to engage consumers, but online direct-to-consumer models are a mixed bag. Which ones actually work?
HispanicAd.com in association with Adam R Jacobson are proud to announce the availability of the 2017 Total Market: Unplugged
A big part of driving marketing-led growth is getting into, and remaining part of, consumers’ initial consideration set of brands to shop. Companies can give themselves a leg up by making that a priority.
A new ANA survey revealed that more than a third of respondents (35 percent) have expanded their in-house programmatic media buying capabilities, and have subsequently reduced the role of external agencies that previously performed the same function.
Hispanic shoppers are more profitable than total U.S. shoppers, and although their spending per trip is comparable, Hispanics actually shop more frequently across all grocery trip types.