Article placement: Top News

Changing change management [INSIGHT]

Change management as it is traditionally applied is outdated. We know, for example, that 70 percent of change programs fail to achieve their goals, largely due to employee resistance and lack of management support. by Boris Ewenstein, Wesley Smith, and Ashvin Sologar

The Pratfall Effect: Why Bad Marketing is Good

All brands, to some extent or other fit within the equation AS + B = IS (Actual Self + Brand = Ideal Self), that is we buy brands that reflect an idealised version of who we are.  Nothing wrong, or particularly challenging about that.  The interesting bit comes when we try and ascertain what is an ideal version of ones self, and how that is contextually relevant.

Social Media spend grabs Larger Share Of Advertising Budget

Social media advertising is garnering a larger share of advertising budgets, according to a recent second quarter agency survey conducted by STRATA. The survey found that 20% of agencies report they are likely to allocate between 11-25% of their ad budgets to paid social media, representing a 24% increase from the previous quarter. An additional 24% of agencies are allocating 6-10% to paid social. Facebook continues to lead in agency advertising as 93% plan on using it in their campaigns, followed by YouTube (57%), Twitter (52%), and LinkedIn (29%).

The road to digital success in pharma [INSIGHT]

Pharmaceutical companies are running hard to keep pace with changes brought about by digital technology. Mobile communications, the cloud, advanced analytics, and the Internet of Things are among the innovations that are starting to transform the healthcare industry in the ways they have already transformed the media, retail, and banking industries.  by David Champagne, Amy Hung, and Olivier Leclerc

At Adobe, the ‘App Is the Ad

As senior vice president and CMO of Adobe, Ann Lewnes leads the company’s corporate brand, corporate communications and integrated marketing efforts worldwide. Lewnes spoke with eMarketer’s Tobi Elkin about Adobe’s philosophy on mobile marketing and experiments with live-streaming video app Periscope.

US: Employee Engagement Study [REPORT]

The survey found that it can be difficult for employees to get away and disconnect from work: more than a third of U.S. employees (39%) don’t believe their bosses encourage them to take allotted vacation days, and almost half (45%) say their bosses don’t help them disconnect from work while on vacation.

LatinSphere Agency to close its doors

Independent boutique agency, LatinSphere, headquartered in Long Beach, CA, will officially close at the end of August 2015 after 14 years of providing advertising and experiential marketing services, focused on, but not limited to, the Hispanic market.

Americans’ Views on Mobile Etiquette [REPORT]

Cellphones and smartphones have become a mainstay in the lives of many Americans, and this has introduced new challenges into how users and non-users alike approach basic social norms and etiquette.

Mobile Wallet Marketing: Offers, Coupons and Loyalty at the Center

US consumers probably won’t be replacing their leather wallets or designer purses with mobile phones or smart watches any time soon, but that doesn’t mean brands—especially retail brands—can afford to ignore the burgeoning marketing opportunity mobile wallets offer.

Tools of the Trade: How to Put Mobile to Use for Brand

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!

Back-to-School Still Means Back to the Store

Back-to-school shoppers are likely trekking to brick-and-mortar stores this summer. In June 2015 polling by FatWallet.com, 91% of US parents planned to shop for back-to-school items in-store this year, vs. 37% who cited retailer sites, 16% cash-back sites and 7% mobile shopping apps.

Three Proven Steps To Data-Driven Marketing

Data-driven marketing is a complicated business, but there’s still a simple way to break down the market and develop a strategy, one that’s easily taught to all members of your marketing org. 

The power of direct context as revealed by GfK eye tracking

The aim of this research was to establish what elements of each advertisement were able to catch the eye, and whether or not the context of the ad drew visual attention away from the ad. For all advertisements about 150 items were coded to describe the way consumers looked at the advertisements.

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