By Gonzalo López Martí – Creative director, etc / LMMiami.com
Kantar Millward Brown has transformed its annual Getting Digital Right study into a global Getting Media Right study. Why? Because digital cannot and should not be considered in isolation from the rest of the media mix. by Nigel Hollis
Brighter spirits may fuel a diverse mix of spending on experiences, self-gifting and gifts for others this holiday shopping season, according to Deloitte’s 32nd Annual Holiday Survey of consumer spending intentions and trends.
Over the last few months I’ve had the opportunity to speak with close to 50 marketers, friends, clients and former colleagues. I didn’t have an agenda or a pitch, just a conversation about their career paths and how they decided on their professions. The conversation eventually made its way into a discussion of relationships they had with various consultants, advisors, and agencies. Just for kicks, I built a word cloud from my notes and saw five themes emerge from what they wanted from a vendor.
Today’s connected world is driving a ‘consumer trust divide’ between suspicious minds in developed nations and more accepting attitudes in emerging countries, according to Kantar TNS’s latest Connected Life research.
Growth was tough to come by at the start of the year, but topline sales did increase during the second quarter. Overall, dollar sales for the year are up 1.4%, with online growth driving the majority of the uptick (0.1% brick and mortar vs 21.1% online). Despite the meager growth, the future looks promising, as Americans are feeling very positive about their general situations: Consumer confidence remains strong at an index of 118, maintaining optimistic levels well above the global average of 104.
When it comes to agencies’ clients, a whopping 100 percent of all agency respondents report that they have clients who use ABM. Of these respondents, 91 percent agree that clients who have adopted ABM have improved alignment between their sales and marketing teams.
More than 20 companies were named as winners in 12 separate categories. Grand Prize winners in each category will be announced at an awards ceremony during the ANA’s 19th annual Multicultural Marketing & Diversity Conference, November 5–7 in Miami Beach. The ceremony culminates with the “Best in Show” announcement, honoring the year’s best campaign chosen from the Grand Prize category winners.
The 2017 ANA Multicultural Marketing & Diversity Conference is two weeks away. The theme, “Growth Drivers: Diverse Consumers & Diverse Talent,” is meant to arm attendees with tools to counter anemic growth rates plaguing the industry. Over the past year, ANA’s Alliance for Inclusive & Multicultural Marketing (AIMM) has been at the forefront of addressing these challenges. The alliance has leveraged the collective strengths of marketing visionaries from a cross section of industries, professionals whose commitment to excellence and results is at the heart of their appreciation of the importance of segment specific insights and initiatives.
A trip on the New York subway soon reminds you that we live in a mobile-first culture. Out of the ten people in the same carriage as me most were using their phones: listening to music, reading the news or streaming video. This is the environment in which today’s advertising needs to exist and thrive. by Nigel Hollis
By Gonzalo López Martí – Creative director, etc / LMMiami.com
ast week I referenced Richard Thaler, winner of the 2017 Nobel Prize in Economic Sciences for his ground-breaking work on behavioral economics. We now accept that the old economic models of rationality are wrong and it makes me wonder whether we should be questioning some more up-to-date assumptions. by Nigel Hollis
In the world of innovation, there’s a clear line of separation between a concept and a product. A concept represents what you plan to offer; it’s a helpful tool for prioritizing features and claims and for determining how to communicate the product’s benefits. It also informs ideal price points and which varieties will be needed to drive trial. On the other hand, a product is a tangible object that consumers purchase and use; its long-term success (i.e., repeated purchasing) relies heavily on the experience that consumers have with it.
The job of managing the amount of data available to marketers has become too big for humans alone to handle. If marketers haven’t yet handed off some data management tasks to machines, they undoubtedly will soon. Allen Nance, global CMO at marketing automation firm Emarsys, spoke with eMarketer’s Sean Creamer about what artificial intelligence (AI) does best, while leaving human marketers to refocus on connecting with consumers.
The customer aftermarket has become an afterthought for makers of home appliances, power tools, consumer electronics and other durable goods. Manufacturers and their retail partners have differing opinions when it comes to ensuring a valued, satisfying and profitable product ownership experience.
Gender stereotyping in advertisements is a common tactic used for many brands and products to portray their target audience. Whether it’s the strong, luxurious shampoo that only features women with beautiful, long hair in their commercials or the newest camping gear that only shows a male on the packaging. Brands are consciously choosing to highlight and promote to one gender over the other. Are consumers aware of this gender stereotyping? Do they like having products for one gender over the other? Should the advertising industry even contribute to gender stereotyping?
There is not one simple definition so there is not one simple strategy to reach them, and connect. The 37-year-old Millennial is … everything you’d expect from a millennial, and in some cases more.
In marketing circles, the current construct for developing a strategy revolves around paid, earned and owned media. This is a useful model to start with, but it doesn’t provide enough granularity around timing. A strong strategy for marketing campaign development requires you think how these three areas interact and at what time you should be launching each phase.
Picture this, you’re a senior marketing executive and your Hispanic ad agency has just presented a creative idea for your next campaign. You like the direction but suddenly you ask the question: “Have you seen what our General Market agency presented? Why wouldn’t that work for Hispanic? What’s not Hispanic about it?” Pressured to find synergies and budget efficiencies year over year, the temptation to adopt a “one size fits all” approach that may not only save production and agency fees, but could also save valuable time by reducing the number of meetings is a reality facing many marketers in America. By Isaac Mizrahi – Co President, Chief Operating Officer of ALMA
With culture at the very heart of the identity of different groups across the country, the United States has become very diverse with regard to the different groups that comprise it. As such, Hispanics have become a very unique group to market to within the United States. Targeting this demographic is a distinct task, as the group itself is often mistaken to be one homogeneous culture. However, although Hispanics share many ideals, it is important to remember that each group that comprises Hispanics contains its respective identity; and, with these groups having generational identities within them, marketers are tasked with creating campaigns that acknowledge their unique identity while embracing the different values that they share. By Sean Sawicki / Florida State University
