Marketing

I recently proposed to a group of CMOs that short versus long-term was a meaningless distinction and that successful marketing is requires building and triggering memories across the buying cycle so that people are predisposed to buy your brand and pay the price asked. Here’s why.  by Nigel Hollis

The simultaneous use of second-screen devices—smartphones, tablets and desktops/laptops—while watching TV has increased year to year and will continue through at least 2019.  However, 2018 will be the first year in eMarketer’s forecast in which the use of desktops/laptops in this context declines.

We’re moving from a time of scarcity to an era of abundance, experiencing megatrends that are changing commerce, transportation, and healthcare: connected consumers, on-demand services, internet-enabled connection and commerce.  So why do people wring their hands and get so worked up about the future of media? As it turns out, scarcity was perhaps the one thing that made media relevant, reliable, and even resilient.

Marketing is not fully represented by the career-stressed Chief Marketing Officer.  Marketing is not the digital/social specialist or the advertising manager.  Marketing is not the head of promotions or the brand manager.  Marketing is the network of corporate executives, loosely connected by money, expertise and objectives to achieve improvements in shareholder value, presumably from higher product growth rates.  Marketing is the CMO, the heads of Business Profit Centers, the head of Indirect Procurement, the CFO, the CEO and their media, creative and other ad agencies.  By Michael Farmer

Blasted with a constant firehose of information every single day, consumers are trying to filter the noise more efficiently than ever. If you know anything about System 1 thinking, you know just how automatic it is for the brain to tune out what’s irrelevant.

Some 70% of US agency and brand marketers said they “agree” or “strongly agree” that influencer marketing budgets will increase in 2018.

In many countries, consumer sentiment has improved since 2015. Consumers have become more bullish about their ability to spend.

In the latest episode of “Behind the Numbers,” eMarketer’s demographics analyst, Mark Dolliver, and resident millennial Connor Anovick chat about millennials—and how digital behavior varies among younger and older ones.

How many of you are purely digital marketers?  How many of you have ever tried direct mail?  

The Interactive Advertising Bureau (IAB) released research that shows how consumers are creating their own “personal prime times”—points of highly concentrated engagement throughout the day, which offer valuable advertising opportunities across a range of content verticals and digital screens.

For a decade, emerging markets have ignited the global economy, contributing more than 80% to its economic expansion. Today, these markets consistently perform a remarkable three to four times better than their developed market counterparts in the fast-moving consumer goods (FMCG) industry.

In the latest episode of eMarketer’s “Behind the Numbers” podcast, analysts Debra Aho Williamson and Nicole Perrin dig into influencer marketing: How influential is it, really? And are marketers taking the opportunities (and the risks) seriously?

Brands might be more self-aware than you think. Some 40% admit personalization is creepy—at least according to a December 2017 survey from InMoment, a customer experience provider.

More than nearly any other fast-moving consumer goods (FMCG) sector, the beauty industry is guided by trends. And over the last few years, multiple trends have emerged with the promise that they will redefine the future of beauty. From balayage to activated charcoal, it seems like the next big thing can come from just about anywhere. And while that’s more true than ever, how are you supposed to know when something really is a thing, and when it’s just a flash in the pan?

Recent industry surveys suggest that more than half of marketers are considering switching advertising agencies. In the perfect world, a marketing team and its agency (or agencies) provide mutual value in a long, healthy, fruitful relationship. By Marcos M. Sanchez – Managing Partner – Princeton10, LLP

A recent article on the Harvard Business Review site attempts to answer the question, what makes a brand successful in the digital age? The answer is that they focus on users not buyers. Sorry, I am not buying that.  by Nigel Hollis

In barbaric and prehistoric times, before primitive man invented religion and prayed to gods for intercessions, man was isolated and alone, facing an uncertain and terrifying world that worked by its own logic.  Would the sun rise every day?  Would winter fade and spring follow in its stead?  Would there be fish to catch, prey to hunt, rain for water and crops, bountiful harvests, cures for disease, pregnancy and babies, victory in war?  Would the tribe flourish?  Tribes were like advertisers today, looking for certainties and prosperity in a hostile world.  By Michael Farmer

MAGNA in partnership with Univision Communications Inc (UCI), announced the full results of its “Marketing to the Hispanic Mindset” study that proves, among other key findings, that contextual targeting in digital video ads can double purchase intent among Hispanics.

Mindshare North America released new research that explores the five different types of luxury consumers today, and the key trends that will drive luxury brands forward in the marketplace.

Have you ever wondered where your customers drink their coffee? If you haven’t, perhaps you should. After all, if I say Starbucks or Dunkin’ Donuts, you will immediately get a vision in your head about their customers: what they look like, what’s important to them, what their values are, and perhaps even their overall belief system. That’s because both brands have done a masterful job of defining exactly who their products are for. One could argue that they aren’t competitors at all and that the only thing they have in common is that they sell coffee, stuff to go with it, and a place to buy it.  By Ed Faruolo, Founder of VitaLincs and ANA Faculty