New and ground-breaking marketing often grabs our attention. But the evidence points to consistency as the key to brand growth. How can brands be consistent yet still attract their audience’s attention? by Myles George – Director / NeedScope International
Digital marketing is about to enter more challenging territory. Building on the vast increase in consumer power brought on by the digital age, marketing is headed toward being on demand—not just always “on,” but also always relevant, responsive to the consumer’s desire for marketing that cuts through the noise with pinpoint delivery.
Deezer, the music streaming service is introducing a brand new campaign targeting Latinos with the debut of “together we make magic.”
Gilt Edge Soccer Marketing released proprietary findings on female interest and engagement in soccer in the United States. Insights provide brand marketers with a greater appreciation for soccer’s unique connection to the female consumer.
A recent article on The Correspondent is gaining attention for suggesting that the $273 billion-dollar online advertising industry is the new dot com bubble. The authors are undoubtedly right, much of the money spent on digital is being wasted. But here is the problem, too many advertisers believe their money is well-spent and they do not want to hear otherwise. by Nigel Hollis
The impact of consumers’ newfound super powers
By Gonzalo López Martí – Creative director, etc. / lmmiami.com/
“Beware those who want to save the world,
most likely they just want to control it.”
Personalization at scale is where retailers and consumer brands are competing to win. But in focusing on “playing offense” to capture value, executives are often overlooking their “defense”: preserving, protecting, enabling, and accelerating the hard-won gains of their digital efforts by ensuring that personalization at scale keeps personal data secure and private.
“Human in the loop” contextual targeting – which uses brand preferences to power machine learning that is overseen by humans – is dramatically more effective than traditional modes of ad targeting, according to “Solving Brand Suitability,” a new study by MAGNA and the IPG Media Lab conducted with Zefr, the Contextual DMP™ for brands and agencies.
While 27 percent of chief diversity officers find themselves still having to make the case for diversity, inclusion, and belonging in the workplace, the good news is that the majority of top leaders already understand how critical these efforts are. Indeed, in my work in talent and diversity at Google, Disney, and other large firms, I’ve found many leaders eager for actionable frameworks and advice to create more inclusive cultures. But again and again I find one thing plaguing their attempts: fear. By Daisy Auger-Dominguez
US TV ad spending will drop almost 3% this year, and a 1.0% bump in 2020 from the presidential election and Summer Olympics will not stave off a long-term decline for ad spending on the biggest traditional channel. According to eMarketer’s latest US ad forecast, TV ad spending peaked in 2018 at $72.40 billion.
Highly digitally-connected media planners are bringing their own biases to the interpretation of campaign data, argues Hannah Gillett, Strategy Director at Spark Foundry.
eMarketer principal analyst Debra Aho Williamson joins host and fellow principal analyst Nicole Perrin to discuss the advertisers that are driving the shift from traditional media ad spending to digital. Does the traditional narrative hold up that a long tail of small advertisers rocketed Facebook to Google to prominence, or are digital pure plays responsible for the shift?
Equal business stature is a straightforward concept. It’s important because deals often don’t get closed without it. People do business with those they respect, those they trust and view as credible, and who they see as their peers. If you are viewed as less capable or less professional, why would someone trust you with their business? by Mark Duval – The Duval Partnership
The share of adults who have lived with a romantic partner is now higher than the share who have ever been married; married adults are more satisfied with their relationships, more trusting of their partners
The ANA is tackling the marketing industry’s ongoing talent crisis head-on with a new multi-tiered campaign designed to inspire talented and diverse university students to choose marketing as a career.
Conill announced that advertising creative Gustavo Sarkis will join the agency as its Executive Creative Director effective November 20. In this new role, Mr. Sarkis will lead all Conill creative teams and client campaigns across its offices in Los Angeles, Dallas and Miami.
Sometimes when you finish writing an article, you may struggle a bit to find a catchy headline. You look for something that could immediately break through the clutter, maybe something with a sense of humor, sometimes a breaking news approach. However, that’s not the case for this article. Sorry, but this time I went with a direct headline. Why? Because I believe it is crucial to address this topic in a very straightforward manner. By Isaac Mizrahi – Co-President of ALMA
Espada PR announced that their new office in New York City to be directed by veteran publicist and marketing expert Wilson Guzman.
Beauty adspend has struggled in recent years as magazines and television – traditionally favoured by brands for their ability to evoke emotional connections with consumers through bold imagery and high production quality – have lost audiences to the internet. While these channels are still valuable, circulations have declined for many years and ratings are now falling in key markets.
