Marketing

Add this to the retail worry list: There are signs that Hispanic consumers, dubbed the “new mainstream” by some, may be changing their spending behavior amid shifting immigration enforcement policy in the US.

On the one-year anniversary of the Association of National Advertisers’ landmark study and subsequent recommendations on media transparency, it’s time to review the issues in this ongoing debate and see where we stand today.  The issues raised in the transparency debate are complex and dominated the advertising industry’s discourse in 2016.

“Toto, I have a feeling we’re not in Kansas anymore” is how Dorothy speculated she was probably a long way from home, and it’s arguably how the advertising industry is feeling right now. It’s no longer us against them for a brief — it’s us against them and the consultancies. It’s the talk of London as to

The issues raised in the subsequent transparency debate are complex, and if the allegations against the agencies are true, the behavior is reminiscent of past high-profile financial scandals.  By Bob Liodice and Doug Wood

The GenForward Survey is the first of its kind—a nationally representative survey of over 1,750 young adults ages 18-34 conducted bimonthly that pays special attention to how race and ethnicity influence how young adults or Millennials experience and think about the world.

Almost half of North American and European consumers surveyed by the Chief Marketing Officer (CMO) Council say they will abandon a brand and take their money elsewhere if they continuously encounter a poor, impersonal or frustrating customer experience across channels of engagement.

Programmatic is certainly not going away, but I do think marketers are starting to smell it for what it really is.  It’s a cost-saving strategy, which attempts to create the same ROI for a fraction of the cost when compared to more “traditional” forms of advertising.  

Lehman Brothers, Tyco, Enron, Worldcom, step aside!  Media agencies and their owners belong in the same lineup as Bernie Madoff, Dick Fuld, Dennis Kozlowski, Ken Lay, Jeffrey Skilling and Bernie Ebbers!  By Michael Farmer

Recent Valassis research indicates a continued desire to save, with 90 percent of U.S. shoppers reporting they use coupons, obtaining them from a variety of online and offline sources.

Currently, there are about 8.4 billion connected devices worldwide, up 31 percent from 2016 according to Gartner’s estimates. The consumer segment is the largest user base of these devices with 5.2 billion units being utilized in 2017. These devices represent 63 percent of the overall number of present applications. We can only expect these numbers to continue growing exponentially. These astonishing statistics show a radical shift in how consumers are receiving and transmitting data about themselves. However, with this technological advancement comes numerous privacy issues.

Are you thinking of promoting in Spanish but feel daunted by the complexities?  irect-to-consumer promotions in Spanish present challenges to the U.S. marketer — scarcity of quality Spanish copywriters (as opposed to translators), misconceptions about Spanish “dialects,” misinformation about the market, conflicting evidence about assimilation and preferred language, and so on.  By Daniel A. González

Go-to-market is a business-critical, highly complex and carefully sequenced process for global brands today. With companies spending some $1.5 trillion annually to promote their products, effectively managing the marketing supply chain ecosystem has become essential to brand performance and market success.

Reaching consumers is a constant challenge for marketers and advertisers competing in an increasingly noisy marketplace. However, consumer reaction to digital marketing suggests that some efforts may be doing more harm than good.

Last week saw an interesting piece by Mindshare’s Global CEO Nick Emery published in Campaign and widely circulated on social media.  It generated much praise from beyond GroupM and WPP.  Andrew Stephens from the independent agency Goodstuff along with your humble correspondent were amongst many tweeting their appreciation of an insightful look at the many challenges facing media agencies and the need for new operating models.  Here are two key thoughts behind Nick’s piece.

In a recent interview with Advertiser Perceptions, an organization that provides data-driven intelligence to marketers, I was asked, “Will the full-service agency model survive?”  As part of their survey, I was shown the results of how advertisers had thus far answered the question.  It was pretty close between those that said yes (42%) and those that said no (32%).  Twenty-six percent were not sure.

A couple of weeks ago Mark Rabkin, VP, Core Ads at Facebook, posted ‘New Medium, New Rules: video in the mobile age’. It is a good summary of the challenges facing advertisers when it comes to engaging people in the mobile age and supports what Kantar Millward Brown has been saying for years: mobile is not a tiny TV.  by Nigel Hollis

Most people know that a can of Pepsi or Coke sitting on a kitchen table in a movie or TV show is product placement, an oh-so-subtle advertisement without words or action. The item is there to be noticed, even unconsciously, which may lead to a purchase or trip to the refrigerator. Until recent years, these indirect advertisements have been fairly simple. The practice dates back to the 1930’s.

In 2012 a leading retailer began looking for a new chief marketing officer. The job description made the opening sound exciting: The new CMO would play a big, important role, leading the company’s efforts to boost revenues and profits. It seemed like the kind of opportunity any would-be CMO might desire.  By Kimberly A. Whitler and Neil Morgan

Advertisers are wrong about fraud: It’s a problem that can’t be completely solved. We are not going to eradicate it, the same way we are not going to wipe out robbery or eliminate illness. A more realistic — and effective — approach is to manage fraud, both by taking measures to prevent it, and by working to detect it once it occurs so that we can mitigate its most detrimental effects.

Marketing leaders and agencies are finding it increasingly difficult to keep pace with growing demands to localize and adapt their creative strategies. Facing a widening range of digital and physical channels that each require rapid adaptation in order to remain relevant to individual geographic, cultural and customer audiences, too many organizations are failing to take the necessary steps to improve their capacity and agility, according to a new study by the CMO Council.