Inspired by the rise of brands that are seeking to connect with what’s happening in the real world and weigh in on what their audiences are talking about, the study asks two important questions: How should we define culture from a consumer’s point of view? How do consumers think about culture in relation to the brand they interact with?
Forbes Insights recently surveyed over 2,000 companies in the midst of a digital transformation, and found that those in CMO roles are best suited to driving digital revolution within their organizations. When encouragement to innovate and iterate comes from the top, it has a widespread impact on their teams and culture.
Fewer people in the US are accessing social networking sites via computers, with the majority of users now exclusively on mobile devices. We forecast that 51.7% of US social network users will be mobile-only in 2019.
Marketing procurement has become an increasingly crucial aspect of the advertising industry. This should be unsurprising given the scale of expenditures involved: for some companies advertising is the largest single budget line-item they manage. As a benchmark of its expanding importance, registration for the ANA’s annual marketing procurement-focused Advertising Financial Management conference more than doubled between 2008 and 2018, rising from 337 to 739 people over that time. by Brian Wieser, Global President, Business Intelligence, GroupM
These trends are worth marketers’ attention now, because their importance will only become magnified in the future
With the U.S. multicultural population projected to grow by 98 million people in the coming decades, Acosta expects multicultural shoppers will continue to have significant influence on the grocery shopping experience.
From a context perspective, client-agency relationships are entering a new cycle with many players on both sides misreading needs, tensions, and responsibilities. By Robert Rakowitz, Global Media Director, Mars Inc.
When the idea for a consumer packaged goods (CPG) product is born, it’s immediately assessed in terms of the consumer. Will consumers buy it? Will they buy it at a price that makes you a profit? Will they love it? Will consumers love this product so much, they tell their friends about it? Will those consumers buy and love it?
MAGNA just published updated estimates and forecasts on US media owners’ net advertising revenues (NAR). It reveals that advertising sales reached a new all-time high in 2018, at $212 billion. Advertising spending grew by almost +10% (+9.6% exactly), driven by the robust economic environment and cyclical ad spend (Winter Olympics, FIFA World Cup, Midterm Elections). It was the ninth consecutive year of growth and the strongest growth of the twenty-first century, exceeding the performance of 2016 (+9%).
HispanicAd is proud to announce our 4th edition of Hispanic CMO, the most sought after publication in the US Hispanic Market, is available for viewing and download for FREE. Curated by Gilbert Dávila / Dávila Multicultural Insight and by veteran journalist Adam Jacobson. To download this year’s edition CLICK HERE.
Once upon a time, TV was the undeniable gold standard for advertisers. No other medium could deliver TV’s reach, effectiveness or creative possibilities. Today, the plethora of media, channels and devices consumers use pose a challenge for advertisers and media planners. Which of these platforms deliver the greatest reach? Which ad formats are most effective? How can brands engage consumers with relevant messaging and creative? By Adriana Waterston, Horowitz Research
A small number of innovative chief marketing officers (CMOs) are helping their organizations generate shareholder returns 11 percent higher than those of their industry peers by delivering hyper-relevant customer experiences, according to a new report from Accenture.
At the outset of 2019, we have unequivocally entered a new era of extreme customer disloyalty. Consumers today are more disloyal than ever before; the once steadfast consumer retail environment primed to grow brand-loyal hearts has shifted to a more capricious climate, where product infidelity is now the norm.
If California wants to achieve an accurate count of all residents during the 2020 census and secure billions of dollars in federal funds, it must engage and activate an invaluable resource sitting at the ready: California’s Latino-owned businesses. By Jacqueline Martinez Garcel and Julian Canete Special to The Sacramento Bee
Stronger-than-expected internet advertising will drive 4.7% growth in total global adspend in 2019, according to Zenith’s Advertising Expenditure Forecasts. That’s substantially ahead of the 4.0% forecast made in the previous edition of the report, published in December 2018. Zenith forecasts 4.6% growth in both 2020 and 2021, ahead of previous forecasts of 4.2% and 4.1% growth respectively.
It’s true that the six largest “traditional” owners of agencies grew by only +2.1% organically in 2018. While this was up from +1.0% in 2017, it was still down from +3.6% growth in 2016 and 4.8% in 2015.
I have been reflecting a lot recently on the efficacy of personalized targeting. While I totally understand the desire to make the payoff from marketing more predictable, as someone with some knowledge of insights and analytics I cannot help but wonder if the panacea of right person, right place, right time, might never be fully achievable. by Nigel Hollis
Every killer piece of content is driven by a great idea. However, in today’s social economy of engagement and ROI, it’s important to understand how data is slowly but surely becoming the leading factor in generating quality content. As the pendulum shifts from art to science, learning how to leverage audience insights and behavior is a critical part of driving maximum performance of branded content.
The ANA (Association of National Advertisers) announced the formation of a new initiative called the ANA Trust Consortium to help its members address the issue of trust between marketers and the digital supply chain.
When implementing advanced attribution models to better assign marketing credit across touchpoints, marketers grapple with choosing the best metrics among overabundant data points. To avoid getting overwhelmed by a sea of clickthrough rates (CTRs), impressions, likes, shares and viewthrough rates, marketers are performing metrics mapping exercises to assess the relevancy of these channel-level metrics against a larger company goal.
