HMO BACKtalk – The Chat Spot For Multicultural Marketers and Advertisers
Can Multicultural Agencies Be The Best ‘Relationship Shops’? By Adam R Jacobson
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Addressing Complexity Is a Complex Issue [INSIGHT]
The changing media environment has raised client expectations of agency technology capability to a level that is unrecognizable from a decade ago. Yet (perhaps unsurprisingly) nowhere in the ANA US Transparency Report, nor likely in the upcoming guidelines, is a positive reference made to either the increasing complexity of the US media market or the investments in technology, data and human expertise made by media services companies and their parent companies in response. By Rob Norman / GroupM
Becoming Hyper Customer Centric [REPORT]
To compete in a global marketplace with shifting demographics, even today’s best-in-class consumer companies require a deeper, multi-dimensional understanding of their customers.
Pick the right device to reach the ‘Always-On’ Consumer [INSIGHT]
2016 is going to be a landmark year in Hong Kong. With the new online content providers and more subscribers signing up for over-the-top (OTT) services, reach for these videos is likely to expand, attracting a new audience and perhaps even redefine our understanding of what constitutes primetime and non-prime time.
The Really Guilty Party In The ANA Debate? Advertisers! [INSIGHT]
So it has been a week since the Association of National Advertisers report on media transparency came out. It paints a dire picture of agencies using all kinds of smoke and mirrors to generate income for themselves, while still being able to claim they are upholding their contractual obligations to their clients.
Guilt as a Powerful Cultural Motivator [INSIGHT]
Again, it is not that one culture is completely one way or another but that there are tendencies that are more prevalent in one or the other. Let’s look at guilt learning and experience among Hispanics. By Felipe Korzenny, Ph.D. / Marketing Consultant and Professor Emeritus Florida State University
Five Ways to Target Hispanic Audiences [REPORT]
For the past five years the US economy has grown at a healthy rate and most companies have enjoyed a resurgence in business, but rapidly changing demographic and technological landscapes have spurred marketers to seek out new opportunities with increasing urgency. By Chris Foley / NCC Media
Nissan North America, Inc. names The Allen Lewis Agency (TALA) as Multicultural PR AOR
The Allen Lewis Agency (TALA), a metro Detroit-based public relations, marketing and events agency, announced that it has been hired to lead all of Nissan North America Inc.’s multicultural public relations efforts in the United States.
How to Make Multichannel Marketing Work
As consumers spend more time across a broader number of devices and channels, the case for multichannel marketing has never been clearer. But few companies are capable of integrating the required data sources, technologies and departments to make omnichannel marketing work, as explored in a new eMarketer report, “Making Multichannel Marketing Work Four Tactics Required for Omnichannel Success.”
The ANA – A First Stab
The first of two ANA reports has landed, containing the results of 150 interviews conducted by the investigators K2 with ‘marketers, media suppliers, ad tech vendors, current and former advertising and media agency professionals, trade association executives, industry consultants, attorneys, barter company employees, and post-production professionals’. By Brian Jacobs / Brian Jacobs & Associates
Do Media Kickbacks Have Any Effect On The Current TV Upfront Market?
The whole issue of agency kickbacks from media companies now comes right in the middle of the TV upfront market negotiations.
Asymmetric Marketing—Small Investments for Big Returns
The concept of asymmetric warfare was first popularized by Andrew J.R. Mack’s 1975 article “Why Big Nations Lose Small Wars”(1). In the article, he explained how a large nation with huge material advantages could lose militarily to a small nation with insignificant resources. By pursuing a strategy unavailable to the larger nation—or simply one it wasn’t familiar with, or wasn’t willing or speedy enough to adapt to—the smaller nation could win against overwhelming odds. By Randall Beard, President, Global Innovation
New Ways to Connect with Different Customer Segments [REPORT]
With the recent downturn in performance by department stores and slow growth in total U.S. apparel sales, retailers and apparel brands are searching for innovative strategies to connect with consumers.
How new CEOs can boost their odds of success
A data-driven look at the link between the strategic moves of new CEOs and the performance of their companies highlights the importance of quick action and of adopting an outsider’s perspective. By Michael Birshan, Thomas Meakin, and Kurt Strovink
Consumer Insights for Apparel Purchasing [REPORT]
Shopping for apparel is a regular and frequent activity for most U.S. consumers. According to Nielsen Channel Track, roughly 70% of American shoppers have made an apparel purchase in the last six months, and 82% of these shoppers made purchases at a physical store.
What Trends Are Marketers Trying This Year?
US marketers are interested in trying several marketing trends this year, according to research. More than half said they are drawn to personalized and intent-based marketing.
Meddling With Models [INSIGHT]
Recently a media buyer asked me, in the course of a presentation, whether certain insights were modeled. It’s a good question, sort of. When I qualified the answer, telling him that the network in question had 30% return paths, and a census of declared data based on actual customer addresses, he repeated the question: Sooo it’s a model, (becoming terse) right!? Yes, but … this model, in the grand scheme of things, was very predictive.
Have We Overrated The Millennial Consumer?
Last year, it was reported that advertisers spend a whopping 500% more targeting millennials than all other age groups combined. But what if the advertising industry targeted the wrong demographic?
2015 U.S. Book Industry Year-End Review [REPORT]
We’ve all heard the saying “Everything that’s old is new again.” In the book realm, that statement couldn’t ring more true, as sales of traditional print books increased almost 3%, while sales of e-books dipped.
The Five Golden Rules of Job Reference Etiquette
It makes good business sense – and is respectful professional etiquette – to stay in touch with your former bosses, says Allison & Taylor, the nation’s oldest professional reference checking firm.
