Why Nestle, Unilever And Mondelez Are Going Direct — And Why Supermarkets Need To Be Afraid
Traditionally, brands have the option of either cutting cost or putting up prices to boost margins are deciding to go for a more premium positioning.
Article placement: Top News
The Personal Touch In Brand Marketing: 4 Priorities For CPG
Today’s consumer goods industry was built on brand marketing. For decades, the focus was on high-impact campaigns across TV, billboards and radio, with companies seeking to develop slogans and brand narratives that resonated with consumers of all ages and backgrounds.
Seeing beyond the loyalty illusion: It’s time you invest more wisely [REPORT]
Leaders struggling to find capital they can use to drive growth may want to look at all the investments they’ve made in the name of loyalty. That’s because loyalty programs typically cost more, and deliver less, than many realize.
The Politics of Transparency [INSIGHT]
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
Winning Strategies for Digital Video [REPORT]
Whether you’re looking at social media feeds, mobile sites, advertising dollars, or global internet traffic in 2016, digital video became a top priority for digital publishers and advertisers alike.
Ad enhancement, not interruption: capturing the moment [INSIGHT]
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.
Advancement Still Needed For “Real-Time” Cross-Platform Attribution and ROI Analysis Methods [REPORT]
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.
2017 Tech Trends [REPORT]
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.
Money Can’t Buy Me Love: US Consumers Loyal to Brands They Trust
Consumers are loyal to brands that respect their privacy, and that demonstrate their trustworthiness by safeguarding customers’ personal information.
Carlos Soto Quiñones former NHCC President & CEO passes
The National Hispanic Corporate Council (NHCC) announced the passing of its former President and CEO, Carlos Soto Quiñones who passed away on Saturday, February 18th. Carlos had served as the NHCC’s President and CEO from 2000 to 2009. Prior to being named to the President/ CEO role, Carlos also served on the NHCC Board of Directors representing Coors Brewing Company.
National Hispanic Corporate Council (NHCC).
Power to the People [REPORT]
The report, titled “Ipsos Global @dvisory: Power to the People” is based on 16,597 recent interviews in 23 countries around the world. The report examines into the political mood around the world.
ROR: Return on Relationship
According to Ted Rubin, Chief Marketing Officer, Brand Innovators, “… a Return on Relationship is the value that is accrued by a person or brand due to nurturing a relationship over time…. and this true relationship connection will pass through to the consumer.”
There’s Still One Way Paper Beats Digital
Despite Americans’ broad embrace of smartphones, mobile coupon usage has not become as widely and commonly used as might be expected.
Political piñata. Part 3 – Supply & demand vs protectionism.
By Gonzalo López Martí – Creative director, etc. / LMMiami.com
- The new POTUS has pulled a massive electoral win depicting Hispanics as a threat to the American way of life.
- The Dems, after betting big on our support, have come to the realization that we are politically irrelevant.
- Did I say irrelevant?
- I meant to say toxic.
- Obama’s last minute courtesy -ending the “dry foot wet foot” policy- did away with the only remaining stream of Spanish-speaking documented immigration.
The Multicultural Influence Across Grocery’s Fast-Growing, Perimeter Categories [REPORT]
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.
The Future Of Snacking: What That Means For Marketers
While the eating pattern of three structured meals a day remains for many Americans, traditional mealtimes are under assault. Studies show that 37% of the time, a snack replaces a meal. Primarily due to the sales uptick for snacking brands, the CPG industry registered its strongest growth in four years.
Can outdoor take advantage of digital’s disarray?
The Outdoor Advertising Association of America may be hitting back against the shortcomings of digital advertising, but maybe it needs to play to its strengths and get advertisers to recognize the medium for its inherent advantages not try to transcend them.
The Power of Audio
What if radio produced a video this professional and every station in America pushed it out via social media? Or a new one every month with different on-air talent and successful advertisers and happy listeners. Pretty powerful. Here’s what Spotify is doing to promote The Power of Audio.
Social Media Impersonation Exploding, With Brands In The Crosshairs
We’re over a decade into the social media era and it’s still the Wild West out there, with all kinds of criminal activity going basically unchecked.
Beyond Ethnicity: A Call For Digital Culture Quotas
Only six weeks in, 2017 is already showing signs of being a big year for multicultural marketing. Corporations are doubling down on diversity initiatives. Strategic purchases and mergers have occurred and projected multicultural spend is trending upward for the year. But despite this year’s momentum, I just can’t shake the notion that targeting and segmenting via ethnicity is weighing us down. by Mario Carrasco – ThinkNow
