What’s the next big thing? It’s a question retailers, manufacturers and marketers ponder incessantly so they can be at the forefront of growth with the latest innovations, media and consumer groups. And when it comes to looking for trendsetters in these areas, they would be wise to take note of American lesbian, gay, bisexual and transgender (LGBT) households.
Both parties feel completely mismatched and misunderstood. Clients want things like a better understanding of the clients’ actual business (“sell my stuff, grow my business, drive my share – how can you help?”). Agencies say they don’t have access to the very client people that actually are in charge of this stuff.
Viewability has been an increasingly hot topic. Advertisers are clamoring for increased viewability levels; companies are scrambling to develop technologies that improve viewability; trade organizations are hard at work setting new viewability guidelines.
Marketers continue to grapple with questions and concerns about mobile measurement. Yet some of those concerns stem from misconceptions about mobile measurement capabilities and data availability. Craig Palli, chief strategy officer at mobile marketing technology provider Fiksu, spoke with eMarketer’s Cathy Boyle about where marketers are getting things wrong with mobile and why several common misconceptions about mobile advertising persist.
The Azteca Station Group announced that it has expanded its partnership with leading multicultural event marketing agency and largest producer of Latin Music concerts in the U.S., Cardenas Marketing Network (CMN).
The tracking of consumer perceptions – and the overall equity built from these perceptions – is a vital part of understanding and building a consistent, compelling 360° brand experience. Getting a fast read of what people believe and feel about a brand, and how this is impacted by the communications they see, enables marketers to quickly course-correct – flexing and changing messaging and creative to better deliver on brand goals.
Failure is a common innovation outcome; 85% of new products are ultimately unsuccessful. While there are many factors at play, decline in the second and third years in market can largely be attributed to the “launch ‘em and leave ‘em” philosophy of many manufacturers today. Brands tend to focus less on new products after the first year in market, leading to significant declines in sales.
According to research from a CMO Council survey of 276 marketers in the first half of the year, there’s a new focus on finding high-performance marketing partners with specialized knowledge and business acumen. An overwhelming 83 percent of clients surveyed are looking for unique skill sets and specialized capabilities not found in most ad agencies or media buying firms.
This report, Millward Brown Digital’s 2nd annual Getting Digital Right study, provides an overview of the state of digital. With input from over 400 marketers spanning brands, media companies, and agencies, we summarize their insights and perspectives on getting digital right.
Rosa Alonso, a recognized Digital Expert and a well-known persuasive voice of mobile and new communications technologies, has joined d expósito & Partners, LLC, in the newly announced position of Director of Digital Strategy and Innovation.
There’s no doubt that advertisers are funneling money into digital, mobile and social (DMS). However, recent research suggests they’re still struggling to deliver audience across these channels.
With roughly three-quarters of Americans owning a smartphone, the ability to connect via mobile is now a necessity—for consumers looking to connect with content, as well as for marketers looking to connect to them!
Since 2009, Millward Brown experts from around the globe have offered annual predictions for the coming year – forecasting the hottest digital and media trends and providing recommendations to help advertisers move confidently into the coming year
While 2000 didn’t bring us the end of the Internet predicted by Y2K, technology has transformed dramatically in the intervening years. We’ve gone from the earliest smartphones to roughly three-quarters of Americans owning a smartphone. And technology isn’t the only thing that’s changed. The composition of the country is shifting: 92% of the total growth in U.S. population from 2000 to 2014 came from multicultural groups. With these changes, our lifestyles and consumer habits have also evolved.
It’s amazing how many things we don’t question, how many critical assumptions powerfully shape the world around us that are based on muscle memory and reasons that we forget no longer exist.
With marketer demand for digital media exploding, a new Standard Media Index (SMI) analysis has been able to pinpoint with a high level of accuracy just how much the shift to new media has cost the traditional channels.
Five years into the economic recovery, things are looking up for young adults in the U.S. labor market. Unemployment is down, full-time work is up and wages have modestly rebounded.
Frontier Communications Corporation announced the appointment of Gabriela “Gaby” Zabalúa as vice president of multicultural marketing.
Brandstyle Communications announced the opening of a Miami office. It will be headed by marketing and PR veteran, Michelle Aristondo Chereque.
As the official broadcast radio station 1210 ESPN Deportes will air all 41 home games and provide full coverage throughout the entire 2015-2016 season.
