Marketing

Successful personalization at scale requires four elements working in tandem. Here’s how marketing leaders build the operating model to make that happen.

Brand loyalty is somewhat habit-based. Consumers buy products because their parents bought them, passing brand equity from generation to generation. Marketers know this and often leverage that heritage with customers, but in a world where there is disruptive competition for brand loyalty, is heritage marketing still viable?  By Amelia Duggan

Buying media from an unwired network was similar to a game of pin the tail on the donkey.  It was labor-intensive (local invoices for days), hitting your target was never guaranteed and all parties were left with a dizzying feeling.  Thanks to upgrades in technology — think machine learning — those days are gone.

The truth of the matter is that amidst the extreme change (with a splash of chaos) that our industry is currently experiencing, it’s our job to change the story that, in my opinion, seems to have gotten away from us.  Only if WE change the story, can WE change the outcome.  So what’s the story I’m hearing out in the marketplace?  It depends who you ask, but for some it’s “Spanish-language media is dying.”  For others, it’s “Total Market is killing our industry,” or “no one can seem to get the in-culture formula right.”  To me, it’s all just negative bullshit.  No one is immune to the shift the media and marketing industry is experiencing for more reasons than I can count on two hands (that’s ten fingers, folks).  By David Chitel / NGL Collective

At what point does a company become competition to others already in the market? For many large, multinational global brands, other companies don’t become competition until they’re operating at the same scale and in similar markets. As a result, global companies often don’t pay much attention to the small brands that operate well outside of their global peripheral vision.

Marketers want to follow customers in real time, but outdated technology often stands in their way.

The Department of Commerce, which has oversight of the 2020 census, has approved the addition of a new census question that asks, “Is this person a citizen of the United States?” ANA members are concerned that the addition of a citizenship question would depress response among both non-citizens and their families (even if family members are indeed citizens). That runs the risk of non-respondent bias by significantly undercounting immigrant, minority and low-income populations. As one ANA member stated: “I believe that undocumented people will not report their presence and therefore the census will be under-reported, therefore skewing data, messing up budgets and providing inaccurate reporting.”  By Bill Duggan / ANA

The world has never been more connected, and U.S. audiences have never had as many options to access content as they do these days. In short, consumers in the U.S. seem like they can’t get enough content, and the possibilities for marketers to reach them, while fragmented, is an opportunity that is just too good to pass on.

Good design ought to make a product or service more convenient, easier, and more enjoyable to use; not just visually attractive or distinctive. But what evidence do we have that people will pay more for a well-designed product?  by Nigel Hollis

Marketers know that data is becoming more important to their livelihoods. But getting tech vendors to make good on their promises is often a tall task.

The concept of trust has usually been associated with stasis more than change. It brings up images of age-old, time-tested, large, solid brands and organizations with large and loyal user bases.

There’s no shortage of evidence and industry opinion to suggest that digital advertising is killing the art of brand building. Whether it’s Binet and Field’s superb work for the IPA or Simon White’s article in AdAge, the consensus is clear; the expansion of digital has generated greater efficiency in sales conversion, at the expense of long-term brand growth.  by Guest Contributor Josh Samuels / Kantar Millward Brown

Whether you’re an executive at the source of product supply, in the engine room of shopper attraction, or at the point of commercial transaction, AI-enriched data analysis has now become essential to customer engagement success.  

d expósito & Partners scored a big win for both the Agency and the Hispanic advertising industry, being recognized as a finalist in the 2018 North American Effies in the Multicultural & Lifestyle Segments category.

As the first week of August approaches, retailers are focusing their promotions and expanding their offerings to capture the $27.5 billion families are expected to spend on new clothes, electronics, shoes and other supplies for their kids this back-to-school season. And with one in four kids belonging to Hispanic families, the U.S. Hispanic consumer is a critical driver of how families shop and spend.

After years of being in the doldrums, U.S. retail spending showed a significant uptick in the first quarter of 2018, and Hispanic communities are a key contributor, according to The NPD Group. 

The consumer packaged goods industry is not reaping the benefits of a fairly robust economy, according to the latest IRI® Consumer Connect survey Even though 55 percent of households say their financial health is good, CPG unit sales growth is anemic and the non-food sector is struggling even more. To examine how consumers’ shopping behaviors and attitudes are affecting non-edibles, IRI also released a new report: “Where’s the Non-Food Growth?”

The household is often the central focus of ad targeting efforts for companies selling items shared by family members or products and services centered around life events. But as one-to-one audience targeting becomes more common, marketers find themselves with that household data in one bucket, and individual device data in another.

In a recent post I addressed the need to balance the need to disrupt how a brand and category are perceived in order to grow with the need to maintain consistency. While no brand should ever give up trying to find the next opportunity for disruption in this post I want to focus in on signs that indicate the need for disruption is vital not just desirable.  by Nigel Hollis

Fans and brands feeling down after the conclusion of the FIFA World Cup and seeing the hosting of the 2026 event as too far in the future have a respite in the International Champions Cup presented by Heineken.