Marketing

Brand-safe media environment has catapulted to the top of media-buying priorities among media agency decision-makers, while research insights, audience analytics and data intelligence collectively rank as the most relevant contributing factor in the decision-making process among marketers.  By Jack Myers

It’s no secret that the U.S. retail landscape is experiencing one of the most seismic shifts in decades. Each day brings new challenges to navigate such as consolidation, price wars, channel fragmentation and major shifts in when, where and how consumers shop. Drug stores are not immune to these dynamics, either, and in many cases are hard at work to keep up with the changes in the industry.  By Courtney Jones, VP, Multicultural Growth & Strategy

Most money raised in politics is spent on advertising, and believe it or not, even in this digital age, most of those advertising dollars still go to the long-time king of political advertising: television.

The proliferation of new media platforms makes media / audience measurement and consumer insight more challenging, yet more important than ever. But measurement within these new platforms is complex, imperfect and constantly changing. Advertisers, agencies and publishers alike struggle to make the best measurement choices to fit their specific needs and ultimately better their businesses.

How a data-based approach to anticipating consumer behavior will change marketing forever

The spectrum of unintended prejudice against the infamous accent mark in Spanish is as wide and diverse as the various Spanish modalities spoken across 22 countries.

Millennials are less likely to recycle than other generations, but more likely to buy from companies making a positive impact on the world, a new survey finds.

With the explosion of digital media and data over the past 20 years, however, and the technical challenges it introduced, the entire marketing ecosystem veered away from people-based principles. Marketers, caught up in the excitement over opportunities created by the always-connected consumer, lost sight of the fact that they were no longer marketing to people, but to approximations of people — cookies, mobile IDs, and a host of other digital identifiers.

Nobody knows your company quite like those on the front lines.  Junior producers, account execs, senior planners – they have visibility on details upper management can never have. These people see firsthand where resources are mismanaged and opportunities are missed.

New survey and ethnography research released by Omnicom Media Group agency Hearts & Science revealed that 66 percent of TV and video content consumed by combined Millennial and Gen X (MGX) audiences is not being captured by current media measurement platforms.   

New research from Salesforce finds that many consumers, particularly millennials, are open to artificial intelligence (AI) or other shopping-related technologies that help streamline the retail experience, like the ability to search for merchandise in a store using an image and then receiving product recommendations based on the attributes of that image.

We live in a globalized era, when many times, as content producers and marketers, we create content for a campaign in one language and then translate it to reach a multicultural audience in the U.S. or consumers in other countries.  by Lee Vann / Captura Group

More than 300 of the sharpest strategists in the ad business gathered in New York last week for the 20th annual 4A’s Strategy Festival, which was themed “Data + Humanity: Planning Redefined.” Speakers — including Publicis Groupe’s Rishad Tobaccowala, Viacom’s Kodi Foster and BBDO’s David Lubars — stressed the importance of the strategy and planning disciplines at a time when the human factor threatens to get lost in the number crunch.

Seventy-one percent of Millennials are visiting multiple stores to find the best deals, compared to 57 percent of Baby Boomers

Marketers can’t reach their goals without knowing exactly who their target audiences are and how those people make purchases. Whether the goal is a one percent increase in e-commerce purchases per month or a whole new community for a healthcare product. And while creating buyer personas and understanding target markets have always been a part of traditional marketing, doing so has become more difficult as consumer habits evolve and potential customers are spread more widely around the world.

Today’s consumers expect strong mobile sites, want flexible fulfillment options, and use a variety of channels to research and make purchases. Brands must deliver superior experiences and support if they want to stay competitive in today’s retail environment.

Delivery of true, multi-channel customer experience has become the latest area where sales and marketing leaders are testing the boundaries of their relationship status—understanding and cooperating on what’s needed, but neither taking the lead (or risk) for ownership and operation of this emerging area of business value creation.

Today, 36% of U.S. Hispanic adults are bilingual. This includes 25% who mainly use English and 38% who mainly use Spanish. Even among those who primarily speak English, over half consider themselves bilingual

The findings indicate a growing consumer preference to make purchasing decisions based on their social media activity, a reality that favors B2C companies.

On the heels of startling news of declining in-store sales earlier this year by popular brands and an overall sluggish retail environment, new research reveals that the current situation may not be as dire as it seems.