Following last year’s “Bleachable Moments” social TV effort success with ABC’s “The Bachelorette,” Clorox Bleach went at it again with extensions on Twitter, allowing fans to vote. Molly Steinkrauss, associate director of marketing communications at The Clorox Company, spoke with eMarketer’s Danielle Drolet about the effectiveness of social TV for consumer packaged goods brands.
Every year, an enormous amount of ink is spilt to greater or lesser effect on advertising: how to make it more effective, how to tie it more clearly to brand and sales lift outcomes, and so on. Much less is devoted to trade spending. And yet trade spending represents more than twice as much of the average consumer packaged goods (CPG) company’s expenditures—19 percent of revenue compared with advertising’s 7.5 percent—and sits second only to cost of goods sold as an expense item in the ledger (advertising is fourth).
The Wendy’s Company announced hat Brandon Solano has been named Senior Vice President of Marketing.
The proliferation of digital media via mobile phones, tablets, and apps has understandably affected various consumer groups differently. For any brand or organization with a story to tell, this means new opportunities and new obstacles to reach particular audiences. To keep up with the growth of digital, today’s content needs to be catered to audiences in a much more conscious and holistic way than it has been before.
eMarketer projects 19.0% of US retail ecommerce sales will stem from mobile devices this year. By 2016, the share will rise to 25.0%. Traditional retailers, ecommerce players and mobile-only businesses are all vying for the money consumers are increasingly spending through their smartphones and tablets, according to a new eMarketer report, “Mobile Commerce Deep Dive: The Products, Channels and Tactics Fueling Growth.”
According to Advertising Age, AT&T gave creative responsibilities to Vice to reach Hispanic Millenials through a Spanglish “Mobile Movement” campaign.
The customer lifecycle is almost as hot a buzzword as “big data” — but what exactly is a customer lifecycle? Is it really a circular journey? Is it linear?
Chief marketers who report directly to CEOs are likely to earn more than their peers, says the Chief Marketing Officer (CMO) Council in a new “CMO Compensation Report” study. Additionally, good peer relationships provide an advantage as the most highly paid CMOs have forged close partnerships with chief financial officers and chief information officers.
Chief marketing officers (CMOs) and chief information officers (CIOs) say they are working more collaboratively than in the past to take advantage of digital opportunities, but they remain at odds on a number of issues involving how to drive integrated digital marketing solutions for their customers, according to a new study by Accenture.
As the U.S. GDP inched up 2% annually since 2010 to $15.5T in 2013, the 10 most influential Total Market (TM) states yielded the brunt of the economic expansion. These 10 TM states generated nearly 60% of the country’s net GDP growth. Fueled by a population base that is 60% Multicultural, TX & CA account for a third of the total U.S. GDP growth. NY, FL, & GA are next in line to become majority Multicultural by 2025. On average, Multicultural segments are growing 22 times faster than non-Multicultural in the top 10 TM states.
A new comprehensive study of U.S. online news users by the Interactive Advertising Bureau (IAB) and Edelman Berland shows that relevancy (90%) is the top factor in sparking interest in in-feed sponsored content, yet it also clearly demonstrates that the public’s feelings about the advertiser itself determines the success of this type of native advertising. Criteria such as brand familiarity and trust (81%), as well as subject matter expertise (82%), were identified as critical in driving news reading consumers’ interest in sponsored content.
Now that over 50% of the general population is regularly using tablets and smartphones, the shift from desktop to mobile is taking center stage. While we continue to gain a clearer picture of the impact of mobile tools on shopping behavior, we also strive to understand the complex interactions that take place within the multichannel, multi-device path to purchase.
Regionally, North America (103) and Europe (77) reported consumer confidence increases of three and two points, respectively, from the first quarter. Confidence was highest in the Asia-Pacific region, which held steady from the first quarter with a score of 106. Confidence declined in the Latin America (90) and Middle East/Africa regions (93), dropping three points and one point, respectively.
In its newest paper, Raising Fusionistas 2.0, Alma researchers answer the question — are Fusionistas passing on their love for both the Hispanic and American cultures and their values to a new generation of Hispanic children?
By Gonzalo López Martí @LopezMartiMiami
Ads for television shows aren’t just for the tube anymore.
“That was fantastic. Let’s do it again — but bigger!” says the marketer in an after-action review or post-buy meeting. I cringe when I hear those words, since those are two decisions made right there. Apparently we are going to do “it” again, and doing “it” bigger will beat the results from the previous time we did “it.”
Finding ways to grow sales has never been tougher. Despite obstacles like robust competition, a fragmented media environment and growing piles of data, a handful of companies are still finding growth opportunities within their existing customer bases. In fact, by identifying a category’s ‘Super Consumers’ – those consumers that spend a lot and engage a lot, companies are tailoring their marketing and sales efforts to boost incremental sales—even when category sales are flat.
Population Living in Multi-generational Households Has Doubled Since 1980A record 57 million Americans, or 18.1% of the population of the United States, lived in multi-generational family households in 2012, double the number who lived in such households in 1980.
In 1993, Vernor Vinge, a retired professor of mathematics, computer scientist and award-winning science fiction author, argued that the creation of superhuman artificial intelligence would mark the point at which “the human era will be ended.” This idea, associated in popular thinking with the futurist Ray Kurzweil of 2005’s The Singularity is Near, posits a moment when computing advances to the point that computers become self-directing, direct their activities to making themselves ever more intelligent, and surpass human comprehension or understanding.
