Traditionally, organizations haven’t viewed the customer experience as a singular thing owned by one particular person or department. That’s changed, as brands have worked to put customers at the forefront—and it’s given modern CMOs new importance as owners of that experience.
While marketers admit their future growth and success will rely on leveraging deeper relationships with customers, 43 percent surveyed by the CMO Council admit that their organizations identify “transactional” as being the top attribute and descriptor of their customers.
I realise that the idea of a ‘brand’ is one of those ill-defined concepts that causes endless confusion. We all use the same word and yet can assign it very different meanings. Given that a blog post is meant to stimulate discussion, I am going to propose a definition and we can see where things go from there. by Nigel Hollis
In Norbert Weiner’s landmark 1950 book, The Human Use of Human Beings: Cybernetics and Society, he shares a model for the future of communications and media that is, in fact, applicable today. “Entropy,” he theorizes, “is the original sin.” It’s a tendency in the universe toward the loss of differentiation, and a failure to differentiate among multiple choices leads to chaos. To Weiner, chaos means complete stasis, where everything is so balanced that there is no differentiation of energy and effort, resulting in complete “uselessness, thus creating stasis and chaos.” Entropy is the Second Law of Thermodynamics.
The reach of connected TV (CTV) now extends to more than half of all American homes, providing a unique set of opportunities for marketers to reach television audiences with advertising experiences that are as dynamic, interactive, and measurable as those employed in digital environments. Increasingly, marketers are looking for ways to take advantage of this expanding new medium to drive results, grow their bottom line, and deliver important KPIs in ways that traditional linear television cannot.
Lotus Communications Flagship Los Angeles Spanish stations KWKW and KFWB announce the promotion of Rebecca Posen to the position of Director of Sales.
Like professional athletes at the mercy of team owners always looking for the next superstar, chief marketing officers appear to have the shortest tenure of any member of the C-suite. The median life span in the role was 28 months in 2018, dropping from the 31-month median tenure a year earlier, according to Spencer Stuart. While some departing CMOs are tapped for internal roles beyond marketing, such as general manager, more often than not they are shown the door and move on to their next gig.
Call her Ms. 305 Worldwide. Karina Dobarro has been named Chief Strategist and the highest-ranking woman at a venture launched by Cuban-American rapper Pitbull (Armando Pérez) and Horizon Media founder and CEO Bill Koenigsberg. Named 305 Worldwide, a play on two of the musician’s nicknames (“Mr. 305” and “Mr. Worldwide”), the new marketing agency concentrates on quality storytelling for multicultural audiences. By Court Stroud
Ethical behavior has long been a concern for responsible marketers. But in a digital age, just what constitutes ethical marketing has become a moving target.
Over the past decade, many consumer-packaged-goods (CPG) companies have mastered the fundamentals of pricing, promotions, assortment, and trade investment—revenue growth management’s four main elements. While that development has allowed CPGs to reliably capture value, the landscape has shifted, and the bar is rising.
Although Hispanic Heritage Month is officially over, TV viewing is a year-round sport and Hispanics are some of the biggest sports watchers, especially in October which, debatably, is the best month to be a sports fan.
By Gonzalo López Martí – Creative director, etc. / lmmiami.com
Last week I ranted about the so-called Mimetic Theory.*
Every industrial revolution was catalyzed by a major technological evolution. Today is no dfferent. With 90 percent of the world’s data having been produced in the last two years and more than 26 billion smart devices in circulation, we are living in an era of unprecedented technological innovation—one that has spurred the Fourth Industrial Revolution.
But as consumers’ entertainment consumption patterns continue to change dramatically, a growing number of brands and organizations are starting to look at product placement in a new light, fueled by integrated marketing and more and more affordable programming options.
When it comes to agency new business, agency leadership is confident on one point: “just get me in the room,” they say—as if that alone is the golden ticket. Based on experience, that is most definitely not enough. But why? One reason is that people often don’t have the skills to close effectively. Another is that they are approaching the interaction with the wrong mindset. And another is that they’ve failed to do their preparatory homework. By Mark Duval / Duval Partnership
As the first generation born and raised in a smartphone-powered world, Gen Z (born 1998 or later) seems destined to have profound connections with and feelings about technology. New insights from GfK Consumer Life suggest that these effects are even more pronounced among Gen Z women, who love new gadgets but question their impact on quality of life.
The fundamental method by which television commercials are bought and sold hasn’t significantly changed since the first spot aired 70 years ago — but that is changing now, and changing fast.
More than 20 companies were named as winners in 12 separate categories. Grand Prize winners in each category will be announced at an awards ceremony during the ANA’s 21st annual Multicultural Marketing & Diversity Conference, November 6–8, in San Diego. The ceremony culminates with the “Best in Show” announcement, honoring the year’s best campaign chosen from the Grand Prize category winners.
With more content today than most of us know what to do with, what defines a hit is undoubtedly different than 20 or 30 years ago. But HOW we define a hit is perhaps more important.
A new study by the Pew Research Center revealed that there is not only a growing division between Americans of both parties since the acrimonious 2016 election, but that levels of animosity are on the rise as well. By David R. Morse, CEO & President of New American Dimensions
