Waiting To Wow: Three Keys To Anticipating Consumer Needs [INSIGHT]
The new model of contextual marketing depends on accessibility and anticipation. Accessibility refers to the technology our customers use to engage with brands (apps, mobile sites, campaign microsites, etc.) and our permission to engage back (subscribes, likes, follows, etc.). It is anticipation, though, that separates the wildly successful marketing campaigns from the mediocre. Anticipating the customer need indicated by a specific social status update, a local cold snap or use of an app at a certain time and place gives you, the marketer, the opportunity to wow consumers through brilliant contextual marketing. Seems great in theory, but can brilliant contextual marketing be achieved at scale? You bet it can.
Influencer marketing is often defined as reaching out to popular bloggers and YouTube celebrities, vying for shout-outs in their latest posts. If this describes your influencer strategy, then you are missing out. Just as digital media doesn’t apply to banner ads alone, influencer marketing is not confined to a one-size-fits-all approach.
is is Ad Age’s 2014 Marketing Fact Pack, our annual guide to marketers, media and agencies. We’ll show you the biggest players, who’s rising and who’s falling, drawing on the Ad Age DataCenter’s rankings and analysis from the past year.
The National Center for Families Learning (NCFL) and the Center on Media and Human Development at Northwestern University release brand new data related
As our nation prepares to begin the new year, the U.S. Census Bureau projected that on Jan. 1, 2014, the United States population will be 317,297,938. This represents an increase of 2,218,622, or 0.7 percent, from New Year’s Day 2013.
International Data Corporation (IDC) hosted a web conference “IDC Chief Marketing Officer (CMO) 2014 Predictions: The Emergence of the Chief ‘Something-or-Other’” highlighting the top 10 market predictions for the year ahead.
Marketing is in the midst of a performance revolution. The application of advanced analytics and plentiful data has allowed chief marketing officers (CMOs) to demonstrate the return on investment from marketing activities with a degree of precision that’s never been possible before. With companies spending as much as 10 percent of their annual budgets on marketing, depending on the industry—a whopping $1 trillion globally—this rapidly developing ability to put hard numbers against marketing performance is music to the ears of both CMOs and CFOs.
This has been the year of the debate over the “Total Market” approach. The idea is to find a common denominator that different cultural groups can all relate to. That makes some sense at first glance. After all, most people love their children, enjoy being free, enjoy food and other good things of life. By Felipe Korzenny, Ph.D.
There are lots of CMOs in the world, and some do more than others. In the past, I’ve said you should never trust a CMO who won’t go out and sell, but it’s more than that. To truly understand what makes a great CMO, you have to understand more about the role they play in your organization — a role that will be changing over the next few years.
The Hispanic Association on Corporate Responsibility (HACR) announced the findings today from its 2013 Corporate Governance Study (CGS) revealing little progress for Hispanic inclusion on corporate boards over the last 20 years.
Patterns of global migration and remittances have shifted in recent decades, even as both the number of immigrants and the amount of money they send home have grown, according to a new Pew Research Center analysis of data from the United Nations and the World Bank.
Just read the article by Pepper MIller – President of ther Hunter-Miller Group titled “’Total Market’ Gets Lots of Buzz, but Multicultural Agencies Will Suffer Badly” regarding her warning of the demise of Ethnic agencies and the lack of ROI for our Industry.
All the noise surrounding native advertising complicates a very simple concept. Have no fear, publishers and brand marketers, native advertising is easy to understand — and execute at scale — with the right technology. Native is a great way to invigorate digital advertising, and it’s not the least bit confusing.
The Interactive Advertising Bureau (IAB) releases “The 2013 IAB MIXX Awards Insights Report,” that for the first time takes a revealing deep dive into a curated collection of select winning campaigns, providing analyses on what works and why through the eyes of top digital marketing leaders. Insights on emerging trends and expert commentary on each piece of work are woven together with campaign case studies as well as video interviews.
Age and Sex Table Packages and Race and Hispanic Origin Table Packages: 2012 — These table packages are from the Current Population Survey and include detailed statistics about five-year age groups by sex, the older population (55 and older), and the Hispanic, black and Asian populations. The tables provide a wide range of social and economic characteristics, such as marital status, educational attainment, nativity, employment status, occupation and poverty. These tables are also available for previous years and are only available at the national level and should not be confused with similar American Community Survey statistics.
The rapid emergence of the everywhere, always-connected consumer places new demands on marketers, according to a new eMarketer report, “Key Digital Trends for 2014.” Specifically, it raises expectations about the speed with which marketers need to respond to expressions of interest across the customer journey, from the consideration phase all the way through to post-sales service. Gone are the days of 24- or 48-hour response times. Consumers expect instant interactions, whether it is a relevant offer or an answer to a customer service query, and the ability for same-day delivery of items purchased through digital channels.
Economic gridlock in the U.S. and a persistent financial crisis in the Eurozone have led GroupM to revise its worldwide advertising spending forecast for 2014 downward to 4.6 percent from the 5.1 percent hike predicted earlier this year.
Advertising is set to see the strongest sustained period of growth in ten years, with global ad spend growth forecast to rise from 3.6% in 2013 to 5.3% in 2014. Growth is then set to increase to 5.8% in 2015 and 2016. The principle engine of this growth will be mobile technology, which is expanding the space for media consumption.
The Collaborative Economy is associated with sharing resources to reduce waste, but its primary focus is on the economics of collaboration and the efficiencies of networks. The Collaborative Economy seeks to harness crowds, collectives, communities and co-ops to co-create, co-ideate, co-design, co-fund, co-own, co-build, co-distribute, co-market, co-sell, co-profit and co-prosper. 
Native has become a hot topic in the advertising marketplace, but for the practice to flourish further, it needs consensus on definitions and structure. In response, the Interactive Advertising Bureau (IAB) and its Native Advertising Task Force has released the “IAB Native Advertising Playbook” to serve as a consistent framework for the discussion surrounding native advertising, identifying it as both an aspiration to seamlessly integrate brand messaging into consumers’ content experiences, as well as a practical suite of ad products that successfully meet that objective.
