Marketing

We all know the age-old adage: If a tree falls in the forest and no one is around to hear it, does it make a sound? So, too, it goes with innovation in digital transformation. If a bright new technology is developed, but the right audience never sees it, will it really make an impact? As we’ve seen with numerous technologies—for instance, Virtual Reality —the answer is no (for now). Innovation, in and of itself, will rarely lead to success. Innovation needs marketing to create disruption and purpose in real life.  By Daniel Newman

A small number of innovative chief marketing officers (CMOs) are helping their organizations generate shareholder returns 11 percent higher than those of their industry peers by delivering hyper-relevant customer experiences, according to a new report from Accenture.

At the outset of 2019, we have unequivocally entered a new era of extreme customer disloyalty. Consumers today are more disloyal than ever before; the once steadfast consumer retail environment primed to grow brand-loyal hearts has shifted to a more capricious climate, where product infidelity is now the norm.

Brands today know more about their customers than ever before, including their behavior, what they like and buy, what they search for online, and what media and platforms they view. There’s a wealth of first- and third-party data from brands, as well as ample amounts of viewership data from set-top boxes and smart TVs, that together give a much more precise understanding of consumers’ viewing behavior. The level of precision marketers can now apply to the evaluation and purchasing of TV content has never been better.

Women, men, children, babies – we all love to laugh, right? Most people generally enjoy a good joke, a funny story and embrace a reason to smile. A great piece of advertising can often be the source of that giggle, so why do so few ads featuring women try to be funny?  by  Kate Ginsburg

NBCUniversal Telemundo Enterprises announced Hazte Contar (Be Counted), a robust civic engagement campaign under the umbrella of its award-winning corporate social responsibility platform “El Poder En Ti” (The Power in You). The multi-year campaign will tap into Telemundo’s fast-growing, multiplatform portfolio and community partnerships to unleash the Hispanic community’s vast and growing influence in the U.S. through greater civic participation in the 2020 Census and upcoming Presidential elections.

I have been reflecting a lot recently on the efficacy of personalized targeting. While I totally understand the desire to make the payoff from marketing more predictable, as someone with some knowledge of insights and analytics I cannot help but wonder if the panacea of right person, right place, right time, might never be fully achievable.  by Nigel Hollis

Granular things such as sand and sugar are made up of tiny bits. Similarly, as your data becomes more subdivided and specific, it is also considered more granular. Granular data is detailed data, divided into its lowest level.

A global audit of chief marketers indicates a resolute intention to being active advocates and agents for marketing technology migration, digital skills development, and more effective go-to-market processes in 2019.

A significant number of retailers in North America are now working with influencers as part of their marketing strategy. According to polling by Retail TouchPoints for referral marketing platform Extole, 31% of retailers said they have worked with brand advocates to become influencers, 30% used microinfluencers and 28% used paid celebrity influencers.

Well, I should start by acknowledging that this article’s title can be a bit of an exaggeration, or maybe not, but I am glad it got your attention. In today’s U.S. market landscape there are two types of companies: those who actively try to connect with multicultural consumers, and those that leave it up to chance whether they appropriately connect.  By Isaac Mizrahi – Co-President of ALMA

Every killer piece of content is driven by a great idea. However, in today’s social economy of engagement and ROI, it’s important to understand how data is slowly but surely becoming the leading factor in generating quality content. As the pendulum shifts from art to science, learning how to leverage audience insights and behavior is a critical part of driving maximum performance of branded content.

Using too many data management systems is a daily challenge for 40% of IT decision-markers and data managers worldwide surveyed by Vanson Bourne and data protection firm Veritas. A similar number of respondents said that there are too many data sources to make sense of.

According to a new study by IPG Media Lab, using data from TVision, TV has a viewability problem similar to that of digital. The study, “Quantifying TV Viewability,” reveals how often people are in the room when ads air and how this varies by daypart, position in ad pod and ad length.

A recent study I conducted in the Neuroscience team at Kantar looks at the implicit perceptions toward feminism: i.e. what people instinctively associate with that idea. The results make me question whether how feminism is portrayed in advertising might actually be widening the gender gap, rather than closing it.  by Rio Cook- Global Neuroscience Innovations Manager / Kantar

The ANA (Association of National Advertisers) announced the formation of a new initiative called the ANA Trust Consortium to help its members address the issue of trust between marketers and the digital supply chain.

Havas Media through its new “Power” series aims to explore the role media plays and to uncover “what matters.” Which are the moments that make a difference as we try to connect brands with audiences? What are the most meaningful media?

In the latest episode of “Behind the Numbers,” eMarketer principal analyst Paul Verna helps us understand whether advertisers are overlooking engagement across devices as dollars move from TV to digital video.

When implementing advanced attribution models to better assign marketing credit across touchpoints, marketers grapple with choosing the best metrics among overabundant data points. To avoid getting overwhelmed by a sea of clickthrough rates (CTRs), impressions, likes, shares and viewthrough rates, marketers are performing metrics mapping exercises to assess the relevancy of these channel-level metrics against a larger company goal.

In today’s world, crafting a data-driven marketing strategy is critical for any organization. To that end, most marketers turn to data management platforms (DMPs) to help them deliver and execute their respective strategies. According to the Nielsen CMO report, 63% of marketers in the U.S. consider DMPs one of the top three most important marketing and measurement technologies.