CMOs, Shareholder Value and the Decline of Marketing Risk-Taking [INSIGHT]
You’d have to be older than a Millennial to remember a time when corporate CEOs were heavily involved in marketing decisions, like increased spend on media, the development of new Big Idea ads, the launching of new consumer products (rather than the spitting out of line extensions) and the formulation of strategies designed to outsmart competitors. That was a time before “shareholder value” became the universal corporate objective — the value to be delivered to shareholders because of management’s ability to grow earnings, dividends and share price. By Michael Farmer / Madison Avenue Manslaughter Archives
To drive revenue growth in the digital age, new data shows that marketing leaders are upgrading data-collection technology, collaborating closely with IT, and focusing on test-and-learn agility. By Jason Heller and Kelsey Robinson
For those of you wondering what the first three Rs might be according to Mars’ Allison Miazga-Bedrick, they are reach, relevancy and reaction. But I am going to propose a slightly different list that includes receptivity and risk. by Nigel Hollis
Spending on marketing analytics—quantitative data about customer behavior and marketplace activities—is expected to leap from 4.6 percent to almost 22 percent of marketing budgets in the next three years, representing a 376 percent increase. At the same time, marketers say barely a third of available data are used to drive decision making in their companies.
The island of Puerto Rico as many of our readers know is a territory of the United States governed by United States Federal Law. It also considered a major US Hispanic Market, but since it resides on an island many place it under the international division. But it has turned into a petri dish for many of this century’s testing: birth control, mass sterilization, agent orange and more up to the ad industry’s test of transparency.
At Nielsen, we analyze the return on investment (ROI) across thousands of brands every year through our marketing mix models, and we’ve seen a wide variety of ROI results among Spanish TV advertising efforts. And the good news is that driving strong ROI from Spanish-language advertising is obtainable, and our research points to some key tips that can help advertisers achieve strong outcomes more consistently.
The insatiable demand for quality content requires organizations to move beyond traditional advertising and to harness their ability to produce truly authentic, credible and relevant content.
PwC released its 2017 Global Digital IQ® Survey, a comprehensive look at how companies around the world are striving to stave off disruption by elevating their digital acumen and capabilities.
Media is viewed as a complex headache by advertisers who are failing to provide leadership in this critical investment area, according to a new report from media change consultants ID Comms.
In the digital age, consumers are always shopping around. New research shows that hooking them early is the strongest path to growth. By David Court, Dave Elzinga, Bo Finneman, and Jesko Perrey
If one were to equate the difference between the 4As and the ANA — the two associations which govern the ad/media agency and brand marketer communities respectively — to the differences between the Confederacy and Union states, the case for, or against, transparency should become abundantly clear. By David Smith and Tim McHale
Picture the scene: you’re trying to share a video with a couple of friends to illustrate a point you’ve been arguing about for the last half hour. As the video loads, an ad pops up at twice the volume of what you’ve been playing before. You groan and turn the volume down, but you’ve missed the chance to skip the ad and get bounced to your browser as the brand site loads. You switch back to YouTube but the conversation has moved on and your friends have lost interest. Advertising has ruined the moment.
An in-depth analysis of the current state of media ROI analysis has found that while progress has been made toward development of methods that enable near real-time cross-platform attribution and ROI analysis, much work still needs to be done and few viable integrated systems for looking at consumer behavior cross-platform are yet available.
The report describes how companies presently must sift through the promotional noise and hyperbole surrounding emerging technologies to find those solutions offering real potential. To realize that potential, they should become “kinetic” organizations — companies with the dexterity and vision required to thrive amid ongoing technology-fueled disruption.
With the rapid growth of multicultural households in America and their unparalleled influence on the marketplace, there is a strong need for retailers to revise their in-store strategies to include a wider range of fresh food products and flavor profiles that cater to the multicultural consumer set. 
Why advertisers and agencies should improve how they work together to maintain a healthy, loving and productive relationship. By Bruno Gralpois, Agency Mania Solutions
It’s time to reject FOMO and embrace Borecore, along with mindfulness apps, myth debunking, and a shift in focus away from Millennials. Mindshare North America’s annual Culture Vulture Trends report is unveiling the latest consumer shifts and cultural trends forecast to grow over the next year.
For the many years that preceded social media, marketers relied mostly on engaging with their consumers in one-way communications. This included television, radio, direct mail, billboards etc. Once social media came along, consumers had the opportunity to “talk back,” so to speak, and tell brands what they thought about their products and services. Brands quickly learned just what consumers thought about the products and services. This type of consumer feedback was once relegated to the more controlled environments of market research and/or customer service listening.
Deloitte’s latest millennials study looks at their world view and finds many, especially in developed economies, are anxious about their future. They are concerned about a world that presents numerous threats and question their personal prospects.
The tide of people moving across the world, be they immigrants or refugees, has sparked concern in Australia, Europe and the United States. In particular, the ethnic, linguistic and cultural background of migrants has triggered intense debates over the benefits and the costs of growing diversity and the risk of open borders to national identity.
