Last week Kantar hosted a conference in New York City titled FragmentNation. While the title of the event predated the U.S. election result, Trump’s win helped underline the basic thesis of the event. Brands must prepare themselves to market in an ever more fragmented world and that means understanding the granularity of people’s needs, mindset and values like never before. By Nigel Hollis
When engaging consumers via mobile, the most personal of devices, marketers are advancing their strategies, says a new report from the Mobile Marketing Association (MMA). The report reveals a significant increase in spend and use of more data-centric approaches that impact ad delivery and creative.
TubeMogul has conducted some interesting research on the changing nature of GRPs (gross rating points). Edit summary
In a declaration distributed over the Thanksgiving holiday — appropriately, on Black Friday — José Villa, President of Los Angeles-based digital cross-cultural agency Sensis put another dagger into the fragile heart of U.S. Hispanic marketing.
Affluent millennial internet users are strongly attached to brands—much more so than those with less income. More than half of those in a worldwide survey said they were defined by the brands they purchase.
Traditional legacy marketing tactics and strategies are meaningless to SMB millennial marketers. Millennials are disrupting traditional marketing approaches without even realizing it.
While conducting research about the early years of colonization in the New World, archivist Isabel Aguirre discovered a document jealously guarded at Archivo General de Simancas in Spain. Aguirre enlisted the support of renowned historian Consuelo Varela to shake the dust off a story that reveals that blacks lived in La Espanola, or the New World for that matter, from the very beginning of European colonization.
In today’s digital world, parents overwhelmingly agree it is important to nurture good character in their children, including traits like honesty and compassion.
In a letter to “colleagues and friends,” MundoMax President/CFO José I. Molina referred to conversations held over the last few months with the RCN-owned Spanish-language broadcast TV network in saying, “We are in the final stage of winding down our affiliate network.” By Adam R Jacobson – Radio + Television Business Report
When considering teaming up with a brand, social influencers say they consider a variety of factors, but mainly they just want to be sure the brand’s values line up with their own.
Forrester predicted that as social media matures, branded communities would make a comeback. Marketing leaders report they’re significantly less satisfied with Facebook and Twitter marketing.
As brands and agencies continue to shift dollars to programmatic campaigns — two-thirds of display media is now purchased programmatically, according to eMarketer — marketers are starting to take notice that they may be doing so at the expense of creating emotional connections with consumers.
Personalization drives growth. But to scale it, companies need to do four things. By Brian Gregg, Hussein Kalaoui, Joel Maynes, and Gustavo Schuler
E-commerce retailers stand to benefit from shoppers’ continued affinity for online shopping, according to Nielsen’s 2016 holiday trend report.
Thanksgiving is just around the corner and Americans across the country are planning what to serve, who they’ll dine with, and where they’ll eat.
It is Thanksgiving this week, and it is customary to share what you’re thankful for. So here goes:
By Gonzalo López Martí – Creative director, etc / LMMiami.com
Demographics have always seemed a little too convenient, haven’t they? It struck me on a sick day last week that television advertisers know just one thing about daytime television. Judging by the ads, viewers are only concerned by donkeys dying, children in war zones dying and dying themselves without funeral insurance. Did I forget being concerned about dying before you’ve checked whether you’re owed a PPI payment?
Slower economic growth in the United States has wrought a vicious cycle that has hobbled many American households. Targeted investment and policy action could turn it around. By James Manyika, Gary Pinkus, Sree Ramaswamy, Scott Nyquist, Jonathan Woetzel, and Arvind Sohoni
Shoppers are more likely to buy products that have more space around them than the same products surrounded by less space (less interstitial space) according to a new study from the University of Miami School of Business Administration.
