U.S. Retailers Struggling to meet Consumer Expectations around Mobile and In-Store Experience [INSIGHT]
A survey of 750 U.S. consumers and a separate analysis of how U.S. retailers operate across multiple sales channels indicate that, in order to win consumer loyalty and achieve growth across all channels, retailers must enhance their mobile commerce offerings and improve the in-store shopping experience. Only 42 percent of shoppers found it easy to complete a purchase using a mobile device, and when asked which aspect of the shopping experience is most in need of an upgrade, 39 percent ranked the physical store first, showing that retailers have not made much progress in these categories since last year’s survey.
The brands Americans love say a lot about how they live. In 2015, classic trusted brands increasingly comingle with “connected” internet brands based on the top brands in the 2015 Harris Poll EquiTrend study.
Using “acculturation” as a tool to define a brand’s target consumer in this day and age is akin to only considering network television as a medium to broadcast your message. The breadth and depth of research techniques and syndicated tools that are available today mandate that we dig deeper, across segmentation models and through attitudinal and behavioral variables, to hone in on a brand’s true target – the one that will most profitably build your business for the long term.
If your marketing isn’t working, it’s because you may not know whom you’re talking to. After all, if you don’t know your audience, how can you know what they want to hear about?
Developed with two of Dr Pepper’s advertising agencies, Initiative LA and Identity, the “Atrévete A” (“Dare To”) campaign will focus on building brand awareness around messaging for Dr Pepper, “Dare to discover a unique taste,” by having “Suelta La Sopa” hosts, Jorge Bernal and Erika de La Vega, along with celebrity talent, try something “they’ve always wanted to do,” and encourage viewers to participate in a one-of-a-kind photo contest by daring to try something new with Dr Pepper. 
About six-in-ten U.S. adult Hispanics (62%) speak English or are bilingual, according to an analysis of the Pew Research Center’s 2013 National Survey of Latinos. Hispanics in the United States break down into three groups when it comes to their use of language: 36% are bilingual, 25% mainly use English and 38% mainly use Spanish. Among those who speak English, 59% are bilingual.
Among client-side marketers and agency professionals studied worldwide, higher engagement and conversion rates were far and away the top business benefits of customer experience optimization. Better brand perception and loyalty were the second-biggest benefits for both groups, while renewals, cross-sells and upsells rounded out the top three. All of the top three benefits were more important to marketers than agencies, while the latter group was more likely to cite financial-related benefits, such as increased average order value, than the former.
Mobile ad spending continues to increase at the expense of desktop, taking more and more share of marketers’ digital ad dollars, according to new figures from eMarketer. In 2015, mobile ad spending in the US will increase 50.0%, reaching $28.72 billion and accounting for 49.0% of all digital ad spending. By 2019, mobile ad spending will rise to $65.87 billion, or 72.2% of total digital ad spend.
Lopez Negrete Communications, Inc. won the 2015 Gold Advertising Research Federation (ARF) David Ogilvy Award in the Travel and Leisure category for its “Vamos a Pescar” campaign, created for client Recreational Boating & Fishing Foundation (RBFF). This is the fifth ARF David Ogilvy Award the agency has earned.
In the last two weeks, the ANA has taken a beating for flooring a presentation by former Mediacom CEO Jon Mandel at the Association of National Advertisers Media Leadership Conference accusing agencies of taking rebates and kickbacks and adversely affecting the impact and effectiveness of their client’s media plans purely for selecting media that would help build their own bottom-lines in a world of increased pressure by procurement practices and reduced agency fees.
As marketers increasingly look to attribution to better understand customers, not just build their media plans and justify budgets, figuring out how to act on cross-platform attribution findings as quickly as possible is on the minds of many.
What are your top five irritants in digital advertising today?
We’ve all heard it—and probably said it: Content is king. Marketers are using the channel to boost customer engagement, lead generation and brand awareness. However, recent research suggests that there are plenty of boundaries preventing content marketers from reaching the ultimate level of success.
By Gonzalo López Martí / LMMIAMI.COMB
The current state of the media universe is much like that of the cosmos. The rise in technology and TV-connected devices has given consumers—and thus programmers, marketers, agencies and advertisers—a vehicle for boundless choice.
Burst Media released the results from its first Influencer Marketing Benchmarks Report, which looked at the performance of dozens of Influencer Marketing programs across 15 key advertising verticals in 2014.
The past five decades – spanning from the time when the Silent generation (today, mostly in their 70s and 80s) was entering adulthood to the adulthood of today’s Millennials – have seen large shifts in U.S. society and culture. It has been a period during which Americans, especially Millennials, have become more detached from major institutions like political parties, religion, the military and marriage. At the same time, the racial and ethnic makeup of the country has changed, college attainment has spiked, and women have greatly increased their participation in the nation’s workforce and their representation on college campuses.
The Hispanic market’s affinity towards wireless prepaid services is keeping the prepaid segment growing among Hispanics, according to Eric Fogle, CEO of ShareTracker, the largest U.S. market research company dedicated to telecom market share and flow share measurement products and analytics.
Coconut Grove, FL based Alma, broke its own record at the local ADDY Awards, taking home 72 Gold and Silver prizes (Alma held the record with 63 awards last year).
The survey, completed this March, revealed that 70 percent of respondents considered their blog their business, with 41 percent being solely accountable for all aspects of the blog’s production and amplification, including content creation, editorial posts and social media sharing.
