Marketing

Conventional wisdom has long dictated that companies avoid taking a political stance on issues for risk of alienating—or outright angering—potential customers.

A few weeks ago I wrote about being authentic and genuine, both as a brand and a person. Unfortunately, there’s a downside to always being authentic, because that can lead to incredible rudeness.  How do you balance “being yourself” with being professional in the workplace?

Kantar Millward Brown released a new AdReaction study that examines the global state of multichannel advertising campaigns. AdReaction: The Art of Integration guides marketers on how to best navigate the myriad channel choices and ad formats, while delivering effective, integrated campaigns, well understood across channels by consumers.

In the 2018 RSW/US New Year Outlook Report, it unearthed a significant shift in the market that might have bigger, full service shops a bit concerned.  Today, more so than years past, marketers are looking to fill voids left by specialty agency talent in their roster shops at what could be considered an alarming pace.

Like it or not, our data is being harvested all the time and used to ‘personalise’ our online experience.  Increasingly people are wary and are asking more and more questions about how their data is being used: and what they’re getting in return.

Media-buying will continue to migrate “in-house,” thanks to programmatic ad technology, and the No. 1 reason is “control,” according to results of a survey of advertisers and ad agency executives being released this week by digital media-buying technology firm Centro.

U.S. Marketers are quickly shifting growth priorities among multicultural (MC) segments, especially since the White Non-Hispanic (WNH) segment has been declining since 2016.

Marketers may be intrigued by new developments like artificial intelligence, augmented reality and voice search. But plenty worry that they are unprepared to work with emerging tech.

It’s that time of the year when CMOs look back at 2017 results, analyze important KPIs and assess their industry as a whole, and project 2018’s performance. Based on my personal survey with clients and prospects, most predict a 2018 with challenges, with any gains from a potential higher GDP growth being eaten by the need to keep prices competitive to fight private label, channel disruption, and a more-than-ever empowered consumer ready to make the switch to competitive brands.  By Isaac Mizrahi – Co President, Chief Operating Officer / ALMA

I was talking to Dale Beaton about the future of retail and he gave an insight that came from shopping for clothes with his teenage daughter over the holidays. I had suggested that their feelings about the shopping experience were probably very different but apparently not; they both disliked it.  by Nigel Hollis

The digital world has given manufacturers new ways to engage consumers, but online direct-to-consumer models are a mixed bag. Which ones actually work?

There is no doubt we live in a post-factual world and that is as true of marketing as the news media. We have more data than ever on what people do but we rarely try to understand it. Instead we leave interpretation to algorithms, AI and machine learning. We assume that the results are valid and the resulting actions correct.  by Nigel Hollis

Grocery shoppers scan a number of channels to find the best way to save a buck or two. And while digital is a big component of how they find and research such deals, many still take the traditional route—circulars.

The consumer packaged goods sector faces tough hurdles in 2018. That’s mainly because of long, steady shifts in consumer preferences. But new players are disrupting the market as well, as are changes in the distribution channel.

It is common knowledge that US consumers fill their waking hours with media usage. But how people split up their media time may surprise you.

More than 18% of Americans identify as Hispanic or Latino, the nation’s second largest racial or ethnic group. But two trends – a long-standing high intermarriage rate and a decade of declining Latin American immigration – are distancing some Americans with Hispanic ancestry from the life experiences of earlier generations, reducing the likelihood they call themselves Hispanic or Latino.

Backslash, the cultural insight studio powered by global advertising agency TBWA Worldwide, released its Pre-Trends for 2018. Part vision, part research, part expert interviews, each Pre-Trend is rooted in evolving cultural shifts with business and cultural implications to impact 2018.

In 2017, I made a big shift.  I moved out of the ad and marketing tech space and became a more traditional mainstream tech marketer.  In doing so, I realized the adtech and martech industries are in a bit of a pickle — a fact that only becomes crystal-clear when you remove yourself from the day-to-day of it all.  by Cory Treffiletti , Featured Contributor

In this five-part series, eMarketer co-founder Geoff Ramsey sits down with top marketers around the world to discuss the the most daunting challenges they face, and how they are addressing those challenges.

Who is going to win the race to digitally transform the world’s informal economy?