Transforming Brand Tracking to Help Today’s Marketers Succeed [INSIGHT]
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.
Shoppers are using a larger variety of payment options with digital and mobile payments serving as supplements to the traditional cash and card-based payments tools, according to new research released by Blackhawk Network.
Here’s the thing. When I said much of a businesses performance comes down to luck, that sounded disparaging. But it’s far from it. Luck could also be defined as the circumstances of our environment: the factors that lie beyond our control.
DVRs and OTT services have been eroding the primacy of live TV for years, but in just the last two, prime-time viewing has hit a clear tipping point.
