Generation Z has officially entered the workforce.If you’ve previously dismissed them as too young to focus your marketing efforts on, it’s time to shift your attention. Not only do they have their own money to spend (a reported $44 million) but they also heavily influence the households they live in. You can no longer afford to ignore them.
Digitization affects almost everything in today’s organizations, which makes capturing its benefits uniquely complex. Here are the most important aspects that winning companies consider. By Driek Desmet, Ewan Duncan, Jay Scanlan, and Marc Singer
Early in my career, my group was tasked with the development and implementation of a plan to increase ticket sales for a major annual sporting event that drew reasonable attendance with little marketing effort or expenditure. After much internal discussion and preliminary analysis of prior years’ sales, we developed a planning mechanism that remains a part of our strategic arsenal, to this day. Simply articulated, we created an exhaustive list of potential elements of the marketing/promotional/media mix, as rows down a spreadsheet. We then listed potential target segments as columns.
By Gonzalo López Martí / LMMIAMI.COM
Consumers’ growing reliance on mobile tech devices and services is forcing marketers to rethink almost everything they do. In its fifth Next Generation (NextGen) Competition, GfK is urging undergraduates to submit proposals for innovative market research projects studying the interactions among consumers, mobile technology, and brands.
Industry insiders have stated that Manuel E. Machado, CEO and co-founder of MGSCOMM is no longer involved in the day-to-day of Common Ground / MGS.
Siempre Mujer magazine unveiled new research and key findings from its Siempre Beauty III: Latinas and Social Media, which examines the role social media plays in beauty purchasing decisions among Latinas.
Millennials will soon become the nation’s largest living generation. They already have surpassed Generation X to make up the largest share of the U.S. workforce.Millennials Less Likely Than Boomers, Gen X to Embrace Generational Label
With so many companies to choose from, millennials have unlimited options when it comes to selecting a brand to remain loyal to.
TV networks haven’t had the easiest summer. Ratings haven’t been great, though some, like HGTV and Discovery, have done pretty well. The upfront was not as strong as hoped, though rumors are that scatter sales are going pretty well. Finally, Wall Street has been particularly tough on TV companies and is now concerned that carriage fees from cable and satellite companies are going to go into a decline sooner than most had thought.
Many companies are restructuring their data and programmatic strategies to keep up with the ever-changing programmatic space. John Nardone, CEO of ad serving and online technology platform Flashtalking, recently spoke with eMarketer’s Lauren Fisher about the increasingly critical role data is playing in the programmatic ecosystem and how it is driving multiple trends such as brands taking programmatic in-house and publishers looking to co-op first-party data.
Businesses Owned by Women, Minorities Lag in Share of RevenueWomen, blacks, Asians and Hispanics have built up substantial positions as business owners in several sectors of the U.S. economy. But based on revenue, those businesses are on average considerably smaller than white- or male-owned firms, according to a Pew Research Center analysis of recently released data from the U.S. Census Bureau. By Drew DeSilver
U.S. companies are finally showing signs of integrating the surge in social media spending with their wider marketing strategies, while also outsourcing more of their social media marketing, a new survey finds.
Local TV stations around the country are looking forward to a banner year in 2016, when spending on political advertising is expected to soar. As a big fan of political commercials, I say: Bring ’em on.
Belia Jimenez has been named to Vice President of Corporate Research at Univision Communications Inc. (UCI).
Inspiration is driven through the marriage of emotion and hypothesis—and to date, computers are not capable of either one (at least not in the real world–they certainly do in the movies). That’s why the age-old debate over “art vs. science” can never be won in advertising or marketing. Both sides are necessary for success.
While the pursuit of great taste remains top of mind for all foodies, they are becoming more demanding and selective, and would rather experiment on their own instead of going to the restaurant.
Age has a significant effect on how LGBT internet users behave when it comes to communication channels and devices—both digital and traditional—according to May 2015 research. While many are tech-savvy, adults in the baby boomer demographic still typically do less with digital.
Multicultural marketing strategies will become increasingly important to brands looking to engage in a more culturally relevant and personalized manner. But despite rapid population growth and strong support for initiatives within marketing circles, CEO and board support falls far short, failing to assist marketer’s ability to prioritize and fully fund their efforts.
This will be a benchmark year for ad spending in the US, as mobile surpasses desktop spending for the first time, eMarketer predicts. Mobile will account for 51.9% of total digital spending in 2015. That’s a higher figure than eMarketer forecast earlier this year.
