Marketing

It’s time we speak frankly about a very personal matter: your privacy on the internet.  By Jordan Mitchell – Senior Vice President, Membership and Operations / IAB Tech Lab

Get smart on the ways the Internet of Things is affecting the industry today, and explore ways the technology may influence marketing in the future.

According to the official U.S. Census Bureau’s projections, next year, 2020, will be the year when the majority of our country’s population of 17-years-olds and under will come from a minority background, most of them from a Latino, African-American or Asian-American ethnicity.  By Isaac Mizrahi – Co-President of ALMA

The U.S. Multicultural Media Forecast 2019 is a new study conducted by PQ Media on behalf of ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM) that identifies a clear opportunity for more marketers to engage multicultural consumers to drive business growth. The following provides ten interesting insights from the study.  By Bill Duggan

Driven by gains in education and greater access to financial resources, the estimated buying power of US Hispanics is poised for growth. But Hispanic consumers and their shopping habits are often misunderstood or overlooked by marketers.  US Hispanics are digitally driven shoppers. We forecast that 68.6% of US Hispanics ages 14 and older will make at least one digital purchase in 2019—just slightly lower than the figure for the total population, 71.5%.

Chief marketing officers have arguably the toughest job in the C-suite. They need to stay abreast of consumer trends and evolving expectations, advances in technology, and the latest innovations — all while being the voice of the customer to ensure experience is the organization’s top priority.  It can be hard to keep up.

As I sat patiently through another irrelevant YouTube ad recently, I reflected on why so many ads fail to grab my attention or create a lasting impression. But in a world where marketers can create content for a few thousand dollars and ‘noise’ supersedes quality, why should they exercise caution? Everyone else is doing it so why shouldn’t they?  by Hannah Nicholl

With all of the attention paid to online beauty influencers, beauty brands may be missing out on a key target: mothers.

Forty percent of women do not identify “at all” with the women they see in advertising.

Chief marketing officer is not considered one of America’s most precarious jobs, but perhaps it should be.  A recent study from the executive search firm Spencer Stuart found that while the average tenure of CMOs in 2018 was 43 months, the median tenure was only 27.5 months in 2018, down from 31 months in 2017, The Wall Street Journal reports.

Consumption of long-form premium content has undergone a massive transformation in the digital age. Technology has given consumers the ability to watch what they want, where they want, whenever they want. Simultaneously, advertising technology has also allowed marketers to identify, target, and surround their audiences in these digital-first environments.

As privacy concerns continue to rise, you’d think consumers would be dubious about sharing their data. But according to a number of surveys on the topic, that’s not necessarily the case—especially if they get some value out of it.

The consumer packaged goods (CPG) industry spends billions of dollars on traditional advertising such as TV, out-of-home (OOH) and print. But digital advertising is changing the way CPG brands market their products.

Measuring attribution and return on investment remains a key challenge when marketing with influencers—which means that it can be hard to quantify the merits of utilizing them. But neuroscience research from the UK, showing cognitive responses to traditional marketing vs. influencer posts, may provide some answers.

Currently, more than 64 million Hispanics live in the United States, making this group the second fastest-growing population segment since 2000, with 83% growth.

In the latest edition of its annual report, the Selig Center for Economic Growth at the University of Georgia’s business school pegged total buying power of the US Hispanic population at $1.539 trillion in 2018. Having added more than $500 billion since 2010, this figure is expected to grow nearly $400 billion more by 2023.

A combination of the emergence of big data, artificial intelligence and influential voices, such as Byron Sharp, calling for more scientific rigour have promoted the use of data to support marketing decision-making. But if the industry is to progress we need more than just data. We need understanding.  by Josh Samuel – Kantar / Global Head of Innovations

By the year 2020, gen Z will account for 33 percent of the global population. Moreover, they already account for between $29 billion and $143 billion in consumer spending. It can be easy for marketers to assume they should be treating this burgeoning consumer group the same way they’ve treated millennials. However, early research is showing there are some key differences between the two demographics. In this presentation, we’ll cover four things your brand can do to position itself in the good graces of gen Z consumers.

Despite strong results being realized by brands from location targeting advertising, nearly two-thirds of spend is still being wasted because of poor quality data and mistargeted location impressions.

Currently, more than 19 million Non-Hispanic Asian & Pacific Islanders live in the United States, making this group the fastest-growing population segment since 2000, with 84% growth.