When it comes to collecting and evaluating audience data, marketers can choose from a multitude of tactics.
Marketing
Study: Marketers Renew Interest in Cross-Channel Attribution
The Sky is Not Falling on Privacy
Consumers are right to be concerned about and demand strong protection of their privacy rights. Advertisers have long understood this highly legitimate need. That is why in 2010 the ad community launched the Digital Advertising Alliance (DAA) self-regulatory program to give consumers broad power to determine whether their Internet and mobile activities would be collected and utilized for advertising purposes. The ad community also has strongly supported a broad array of legislation to protect consumer’s truly sensitive financial, health, children’s and other similar data.
Sergio Alcocer – Unplugged Podcast
APC Collective, launched their #APCChats podcast during SXSW to spotlight some incredible, nuanced and important stories that often go untold. Free from the traditional format of 140 characters, a social video, article or blog post, the intention is to let creators share the origins of their ideas with in-depth backstories.
“THE MIND OF THE VIEWER”
The Council for Research Excellence (CRE) tunveiled findings from the second of a two-phased neuroscience-based study designed to better understand how consumers view television programming and advertising in a multi-platform world.
US Shoppers Still Prefer to Make Most Purchases In-Store
Across a variety of categories, US shoppers prefer to make purchases in-store rather than through digital channels, according to a new report from Market Track, a provider of subscription-based advertising, promotion and ecommerce intelligence solutions.
Marketing That Matters
We live in a time of tremendous innovation, massive disruption, and constant change. Our customers are rewriting the rules on how they engage with brands, media, content, and each other. As marketers, we need to rethink the way we reach our target audience. By Michael Brenner, author of The Content Formula
The State of Influencer Marketing 2017 [REPORT]
The results are in… 94% of marketers who used influencer marketing in 2016 found the channel to be effective and yet 78% cite determining the ROI of influencer marketing as their top challenge in 2017.
What is your data not telling you?
Today we are drowning in a sea of data. Companies the world over – including Kantar Millward Brown – are using algorithms and cloud computing to beat that data into submission and force it to cough up its secrets. But what if the data is not measuring the most important things you need to know? by Nigel Hollis
“Rule of Three” is Most Effective in Reaching Physicians with Pharma Advertising
SSCG Media Group revealed findings from its MAP MD survey of physicians regarding their preferences on advertising and other content they access each professional day.
US Advertising Forecast +3.7% in 2017
In its latest advertising forecasts, MAGNA forecasts US media owners advertising sales are expecting to grow by +3.7% in 2017, excluding the impact of cyclical events (Political & Olympics).
To Be Entertaining, Relevant And Engaging, Hit Refresh
Consumers have high expectations for marketing content from entertainment brands, especially when it comes to being entertained. This is why social channels can be a marketer’s best friend, especially if they are savvy enough to leverage new features and channels as they are introdu
Commercial Trends in Sports 2017 [REPORT]
Politically, socially and technologically, the world is in the midst of one of the most disruptive periods in living memory—this disruption is affecting where investment in sports is coming from, how sports content is created and distributed, and changing the dynamics of relationships between rights holders, sponsors and fans.
The ANA Threw Down the Gauntlet [INSIGHT]
At a conference in October 2016, Bob Liodice — the CEO of the Association of National Advertisers — posed a clear challenge to its members: “The CMO must get more involved with the activities of their suppliers” (meaning agencies and others who provide them with marketing services). With a deterioration of the relationship between advertisers and agencies, he pointed out that the CMO really needs to steer the ship. There is no room for detachment in any area, particularly media because of its rising complexity and rapid requirements in decision making. By Mike Drexler
Has Indirect Procurement Earned a Seat at the Curriculum Table?
An assumption could be made that with a notable brand comes significant marketing spend that then sits within a company’s indirect procurement spend. Typically, savings obtained with the support of procurement are reinvested into the company to drive revenue.
Was that your message? Sorry I blinked.
Watching a selection of ads from YouTube, Facebook and broadcast TV has made me wonder whether advertisers credit their audience with superhuman powers of attention and observation. So much gets crammed into a video it is sometimes hard to keep up and viewers can literally suffer from what is known as an “Attentional Blink”. by Nigel Hollis
The heartbeat of modern marketing: Data activation and personalization
Technology has finally advanced to the point where marketers can use real-time data in a way that is both meaningful to customers and profitable for companies. We’ve come a long way from “People who bought this, also bought that.” By Julien Boudet, Brian Gregg, Jason Heller, and Caroline Tufft
In an Age of Declining Trust, Is Advertising Actually Gaining Ground?
Trust in key institutions has plummeted in the US, but a new survey finds significantly more consumers say they trust advertising now than said the same three years ago.
The Debate Over ‘Total Market’ And Multicultural Marketing
Last month, a debate broke out online between Jeffrey Bowman of Reframe: The Brand and the Association of Hispanic Advertising Agencies (AHAA) over the relevance of total market vs. multicultural marketing. by Jose Villa – Founder and President, Sensis
The Advantages of Marketing Mix Models
Most marketers rely on either marketing mix models or a form of attribution modeling to measure how effectively their marketing efforts are driving sales. There are pros and cons to both approaches, especially as both continue to mature, but marketing mix models take some elements into account that attribution models often do not. Matt Krepsik, global head of ROI at Nielsen, spoke with eMarketer’s Maria Minsker about making the case for marketing mix models and how brands can benefit from them.
Leveraging Latina Millennial Nuances
Effective marketers seek a balance between preferences in common across major segments and leveraging nuances that may increase segment relevancy and act as more direct triggers to purchase by connecting at a deeper emotional level with segments. The real question is whether homogeneous vs. targeted messages would attain the needed relevance level to cause additional prospects to purchase. Marketing to Millennials is no exception to this conundrum.