The Value Of Great Experiences: My Time At The Women’s World Cup
I haven’t been to Whatever USA, I didn’t see “Jurassic World” on it’s opening weekend, and, unfortunately, I won’t be attending any of this Summer’s Grateful Dead Fare Thee Well concerts. I did, however, recently have the pleasure of immersing myself in the Women’s World Cup experience in Vancouver, B.C. And I have to commend Vancouver, FIFA, and all of the corporate sponsors for making it very memorable … for me, but more importantly, for my daughter and son.
Marketers have embraced real-time marketing (RTM) to reach a multitude of goals, and their efforts aren’t just limited to social media. Recent research finds that real-time marketers are funneling more money toward such tactics, and they’re reaping the benefits.
As Gen Zs have replaced Gen Y in high schools, their approach to college admissions and their perception of the value of a degree are shifting dramatically from that of previous generations.
The majority of vacationers spend more money than expected when traveling (68 percent), often relying on credit cards to make up the difference, according to a new survey commissioned by Experian.
Exceptional service? Customers like it, and they want more. In May 2015 polling by Harris Poll for Lithium, 82% of US corporate executives said that customers’ expectations of their company were “somewhat” (47%) or “much” (35%) higher than they were three years ago. And it’s not easy to keep up, as nearly six in 10 said it was “somewhat” (50%) or “very” (9%) difficult for their company to please customers.
Nearly nine in 10 US companies with 100-plus employees will use social media for marketing purposes this year, eMarketer estimates. However, marketers still struggle to measure the value of such efforts, based on a March 2015 study by Simply Measured and TrustRadius.
The sports world was rocked a couple weeks ago when the FIFA scandal broke out as the U.S. Department of Justice accused the international soccer governing organization of 47 counts of corruption charges, including racketeering, wire fraud, money laundering, and bribery. Much like valuing a person’s right of publicity, a serious scandal can negatively impact a celebrity’s brand value. FIFA’s reputation has suffered a similar blow, also resulting in a reduction of the value of the FIFA brand’s persona.
Team Ignition Pancultural Marketing LLC, a multicultural advertising agency founded in Nashville, TN, in 2008, announced that it is undertaking a major rebranding effort and changing its name to fluent360.
According to a new report from AHAA: the Voice of Hispanic Marketing, the Hispanic advertising share in the restaurant industry has soared to 11.4 percent from 2010 to 2014, while the Hispanic share of overall ad spend among the top 500 advertisers increased to 8.5 percent. This explosive growth indicates restaurant marketers understand the revenue that can be generated by the Latino consumer – in fact, this category has boosted their aggregate Hispanic advertising spend by 68 percent to $559 million in 2014.
Brand promises are a dime a dozen, but few companies have mastered the ability to engage their entire organization to deliver a truly unified, authentic and consistent customer experience that underscores the brand claim.
Intent data can help marketers understand and target consumers appropriately during the path to purchase.
Reflecting agency confidence in video advertising ROI, 65% of agencies say they are more interested in streaming video sites like Hulu and YouTube than a year earlier, which is also a 12% increase from the prior quarter.
We have a complex psychological relationship with pricing. A new brain scanning study out of Harvard and Stanford starts to pick apart the dynamics of that relationship.
The Dodge brand is launching a new U.S. Hispanic advertising campaign for the 2015 Dodge Challenger, Dodge Charger and Dodge Dart featuring actor Danny Trejo (“Machete”, “From Dusk Till Dawn”, “Once Upon A Time in Mexico”).
But what about today’s Hispanics? Will they go the way of prior immigrants and amalgamate into the category of “white,” “black” or “Asian?” By David Morse / New America Dimensions
Federal policy defines “Hispanic” not as a race, but as an ethnicity. And it prescribes that Hispanics can in fact be of any race. But these census findings suggest that standard U.S. racial categories might either be confusing or not provide relevant options for Hispanics to describe their racial identity. By Ana Gonzalez-Barrera and Mark Hugo Lopez
Dr. Robert Heath is a professor at the University of Bath and a pioneer in establishing the value of emotion in advertising. His research includes the development of the Low Attention Processing Model of advertising, as well as an advertising research system known as the CEP® (Cognitive Emotive Power Test), which analyzes Information and Emotive Power. Nielsen is collaborating with Dr. Heath to incorporate CEP into its new TV Brand Effect module, Creative Evaluation. Creative Evaluation will allow marketers to measure how consumers are connecting with their ad compared to competitor ads and across key demographics.
Tracking users and results across screens was an even bigger issue. Fewer than three in 10 marketers used cross-channel tracking or visitor stitching (identifying the same user across desktop/apps as a single user) for mobile marketing.
The report, titled “The Era of Living Services,” predicts a new era of highly sophisticated “living services” that can learn and tailor themselves in real-time to meet the changing needs of consumers, workers, patients and citizens.
